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Wait…
WHAT JUST HAPPENED
TO MY EMAIL?!?
#WelcomeToTheInbox
Jason Rodriguez
Community Manager, Litmus
@rodriguezcommaj
Marketing Lead, Sendwithus
@alexophile
Alex Mohr
Wait. What just happened to my email?
Wait. What just happened to my email?
Wait. What just happened to my email?
Wait. What just happened to my email?
Wait. What just happened to my email?
Welcome to the inbox, nerds.
#WelcomeToTheInbox
Welcome to the inboxes
Wait. What just happened to my email?
Mobile complicates things
Wait. What just happened to my email?
Standards support sucks
Source: campaignmonitor.com/css
Wait. What just happened to my email?
The Web ≠ Email
#WelcomeToTheInbox
Wait. What just happened to my email?
Wait. What just happened to my email?
What can actually go wrong?
#WelcomeToTheInbox
Broken & missing images
Broken & blue links
Broken layouts
How do you find these problems
before your subscribers?
#WelcomeToTheInbox
We’ll have to run a test…
#WelcomeToTheInbox
Wait. What just happened to my email?
0
22.5
45
67.5
90
High base costs
favor big changes
Which is why transactional
emails so often get left behind
Perfect, now never move
ever again.
0
15
30
45
60
Faster testing makes smaller
changes more practical
Smaller changes =
better feedback
and more control
#WelcomeToTheInbox
Data DeliveryDesign
#WelcomeToTheInbox
Wait. What just happened to my email?
Wait. What just happened to my email?
Let’s look at these again…
#WelcomeToTheInbox
Broken images
Blue links
Broken layouts
#WelcomeToTheInbox
Broken images
Web
Relative paths work
src=“/img/hero.jpg”
Image paths
Email
Only absolute paths
src=“http://example.com/
img/hero.jpg”
ALT text
Include ALT text
Provides context
for missing images
<img src=“logo.jpg” width=“400″ height=“149″
alt=“Litmus” style=“font-family: Georgia; color:
#697c52; font-style: italic; font-size: 30px;”>
Web
Relative paths work
href=“/about.html”
Broken links
Email
Only absolute paths
href=“http://example.com/
about.html”
Blue links
Present design problems
Colors are off-brand
Accessibility concerns
Low contrast text = unreadable
Old fix
Wrap suspect text and style using CSS
.blue-links a { color: #888888 !important; }
<span class=“blue-links”>March 10</span>
Blue links
New fix
Put this in the <head> of your email:
Blue links
a[x-apple-data-detectors] {
color: inherit !important;
text-decoration: none !important;
font-size: inherit !important;
font-family: inherit !important;
font-weight: inherit !important;
line-height: inherit !important;
}
Broken layouts
Always remember:
The Web ≠ Email
#WelcomeToTheInbox
divs for structure
floats
external stylesheets
shorthand properties
& values
When coding…
tables for structure
align attribute
inline CSS
explicit properties
& values
<h1>
<p>
<img>
<a class=“button”>
Instead of positioned elements…
<tr><td>
Use table rows and cells…
<tr><td>
<tr><td>
<tr><td>
Modular design
Table rows & cells
For every section
Emails as LEGO
Makes building different
templates & troubleshooting easy
Module
HEADER
Module
HERO IMAGE
Module
COPY BLOCK
Module
CTA BUTTON
Module
FOOTER
Inline your CSS
No linked stylesheets
Most email clients won’t display them
Embedded for enhancements
Use styles in the <head> for progressive
enhancement
Inline for everything else
All important formatting should be inline on
HTML elements for maximum compatibility
<link rel="stylesheet" type="text/css"
href=“style.css">
<head>
<style>
… STYLES …
</style>
</head>
<td style=“padding: 10px 20px 30px 20px;
font-family: sans-serif; font-size:
18px; color: #000000;”></td>
Different device & screen
sizes break a lot of emails
#WelcomeToTheInbox
Wait. What just happened to my email?
Email approaches:
Mobile aware, fluid,
and responsive
* In two varieties
*
Mobile aware
• Considers the mobile user a priority
• One layout for all screen sizes
• Single column design; 320-500px
• Large text & buttons
• Generous white space
• Short, concise body copy
Fluid
Email width changes to fit
inside the window
• Percentage-based widths
• Adapts to fit the screen
• Text wraps automatically
Responsive
• Resize content: make images fit,
make text larger
• Hide content on mobile
• Stack columns
• Move a two-column design to a
one-column design
Wait. What just happened to my email?
Traditional
Responsive
Traditional Responsive
• Relies on CSS media queries
• Makes images fluid on mobile
• Makes tables fluid on mobile
• Tons of control over content
Not supported
Everywhere*
*Looking at you, Gmail… Inbox by Gmail (iOS) Mail (iOS)
Spongy /
Hybrid
Approach
Spongy (hybrid) approach
• Fluid-by-default tables
• Constrained tables using CSS
• Conditional tables for Outlook
• Content stacking w/o media queries
• Complicated w/ complex layouts
<!--[if (gte mso 9)|(IE)]>
<table align="center" border="0" cellspacing="0" cellpadding="0"
width="600">
<tr>
<td align="center" valign="top" width="600">
<![endif]-->
<table border="0" cellpadding="0" cellspacing="0" width="100%" style="max-
width: 600px;" >
<tr>
<td align="left" valign="top" style="padding: 10px 10px 20px 10px;">
… CONTENT …
</td>
</tr>
</table>
<!--[if (gte mso 9)|(IE)]>
</td>
</tr>
</table>
<![endif]-->
“Hybrid” or “Spongy” email development
http://labs.actionrocket.co/the-hybrid-coding-approach
http://www.emaildesignreview.com/email-design-best-practice/googles-embarrassing-email-problem-2465/
http://webdesign.tutsplus.com/tutorials/creating-a-future-proof-responsive-email-without-media-queries--cms-23919
https://www.campaignmonitor.com/blog/email-marketing/2014/07/creating-a-centred-responsive-design-without-media-queries/
@ActionRocket
@flcarneiro
@moonstrips
@mike_ragan
Works everywhere Desktop
Android
Gmail
iOS
Webmail
Keep all of that in mind and
email can be wonderful
(even transactional!)
#WelcomeToTheInbox
Wait. What just happened to my email?
Always be testing
#WelcomeToTheInbox
Check out these
resources…
#WelcomeToTheInbox
responsiveemailresources.com
‣ bit.ly/slate-templates
SLATE TEMPLATES
Sendwithus Open Source Templates
sendwithus.com/resources/templates
Litmus Community
litmus.com/community
Litmus Blog
litmus.com/blog
Litmus Community
http://bit.ly/1KogqN1
Q&A Time
Type your questions in the chat window
Try Sendwithus free
sendwithus.com/pricing
Try Litmus free for 14 days
litmus.com/coupon/WelcomeToTheInbox
Join the discussion

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