Email is a ubiquitous part of our everyday routine, from our personal lives to our professional. In fact, the average mobile internet user spends 42% of their time on email, that's email for correspondence, task management, marketing and notifications. Transactional emails come in tons of different forms including Welcome emails, Password resets, Receipts/invoices and tons of other types. These transactional emails are the lifeblood of your product and can be used to drive up to 6 times more revenue than the average marketing email.
Through our studios work ZURB gets the opportunity to work on tons of amazing product every year and we've seen a huge rise in email within those products. Emails aren't afterthoughts, but an integral part of your product's life cycle. Let's take a look at a high level flow from Notable, one of the products we build internally here at ZURB.
In this instance we can see tons of emails being sent with huge opportunities to bring users back into the app and increase touch points with our userbase. There's a fine line between just enough email and too much, so it's important to remember that just because you can send an email doesn't mean you should.
Rapidly producing, testing and tweaking
We recently announced the upcoming release of Foundation for Emails 2 and opened our private release candidate to some great community members. We're having really valuable conversations on our Github repo and we continue to hear about companies and individuals working to maximize the efficiencies of their workflows. With so many emails being sent out, opened and clicked we have tons of opportunities to iterate through ideal solutions. In many campaigns the difference between a 20% click through and an 30% clickthrough can be 10's of thousands of people. This is why segmentation and A/B testing are such big business in the email world and why making email syntax much more simple was so important to us here at ZURB.
Quickly scanning and modifying a layout becomes easier, so when you want to A/B test a layout it's simpler than it's ever been. We hope this means more testing, more data and more money from your user base.
In addition to rapid creation and quicker changes, well tested emails can positively affect your brand's image. Broken layouts, images and links can impede the trust your user base has for your product and lead to a drop in overall sales. This is why testing in the email world has become such a huge business and why we find it important to crowdsource as much of this testing as possible. One of the main benefits of using any framework is that you've benefited from every person who used this framework before you. Going on V2 of Foundation for Emails we've taken what we've learned from our own emails and our users' emails to make sure you spend less time testing and more time creating your product.
We're so excited to add even more to the amazing email community and are continuing to build, test, build and test the next version of Foundation for Email. If you'd like to keep up with the development of Foundation for Emails, please sign up below!