Video, animations, interactions: innovation elevates your emails (and your ROI)

Ahead of our workshop at AppDays 2017, let’s review innovative formats in email marketing and their benefits…

Ahead of our workshop at AppDays 2017, let’s review innovative formats in email marketing and their benefits…

Email was born in 1965. The famous “@” symbol appeared in 1972. And this year marks the 25th anniversary of colors, emojis, and fonts (beyond Courier) in our inboxes. In short, email has long been a staple in the marketing arsenal.

It remains (by far) one of the most effective tools available. However, it doesn’t rest on its laurels: in 2017, it’s still innovating. And not just a little—well beyond the necessity for responsive emails. This is what we will demonstrate during our workshop at AppDays.

Innovative emails: the “wow factor” and more…

Thomas, Lead Developer, and Damien, Lead UX Designer at Dartagnan, will provide an extensive overview of new formats that will elevate your upcoming campaigns. Cinemagraphs, video, “navigable” emails, and transitions…

Beyond the “wow factor,” what are the benefits of these innovative emails (which you might have heard referred to as “kinetic emails”)? Here’s a teaser…

Cinemagraphs and video: winning the attention battle

Deliverability? Check. Open rates optimization? Check. But once the email is opened? Your recipient grants you… 11.1 seconds of attention. Making the most of this brief window—or even extending it—is one of the major challenges for email marketers.

Thomas and Damien have chosen to highlight two techniques that achieve this. First, the cinemagraph—a format of animated image that is still underutilized, though it is perfectly suited for commercial email: elegant, captivating, and light on data…

Then, video. Our email builder now includes the ability to integrate your videos directly into the email. Viewable in a wide range of configurations and clients (Orange and SFR Mail, Samsung Galaxy, iOS 10 and 11…), and easy to integrate with just a few clicks.

“Navigable” emails: leading toward conversion

Another challenge for campaign managers and email designers is maximizing conversions. Damien and Thomas will show how, with email interfaces increasingly resembling those on the Web, you can “guide” recipients to the right landing page.

The principle? Emails that are “navigable” and interactive. You can include mini-pages, carousels, “hamburger” menus… and allow potential customers to choose options just like on an e-commerce site, leading them directly to where they want to go on your pages.

Transitions and effects: dramatic messaging

Also on the agenda for this workshop: the effects you can integrate into your campaigns. Today’s emails are no longer just a mix of images, text, and links.

Smooth transitions, fade-in (animated content appearance), visual effects… Your web pages have made huge strides in recent years: it’s time for your emails to catch up! Our experts will demonstrate that this is technically feasible…

More life in your emails, providing a smoother and more pleasant experience: that’s the goal of the workshop we are hosting at AppDays. With our dual perspective (technical and UX), we hope to inspire your creativity as marketers.

Design, Design, Technique: When Innovation Elevates Your Responsive Emails
Join us on Wednesday, November 15, at 9:30 AM, at the Docks de Paris. You will also have the opportunity to meet us at our booth in Dock Haussmann.