Posted on November 24, 2015
In our latest webinar we share a decision framework for how to recover as gracefully as possible from email marketing mistakes, and then put that framework into action, applying it to 10 real-life case studies of email marketing errors made in recent years.
If you missed the webinar, we’ve now posted the full recording of the webinar along with the slides. I’ve also answered all the questions from the Q&A portion of the webinar.
Posted on November 23, 2015
We polled nearly 4,000 marketers about whether we’d ever have email coding standards, and they were significantly more optimistic than we thought they’d be—which is to say, they are more optimistic than we are here at Litmus.
We also asked 5 of our speakers from The Email Design Conference about this issue:
- Dan Denney, Front-End Developer, Code School
- Fabio Carneiro, Lead Email Developer and UX Designer, MailChimp
- Mike Ragan, Designer, ActionRocket
- Mark Robbins, Email Developer, RebelMail
- Brian Graves, UI Team Lead, DEG
For the results of our poll and to see what our experts thought…
Posted on November 19, 2015
Retailers have long been concerned about tipping their hands to competitors, particularly during the critical holiday season. Using more personalization, segmentation, and triggered messaging increases the fog of war, making it more difficult for competitors to broadly know what you’re doing, especially when these strategies account for a majority of program revenue.
In this guest post for the Salesforce blog, I discuss 6 hard-to-see shadow tactics that can give you the advantage this holiday season and in the years to come:
- Progressive Profiling & Preference Update Emails
- Abandonment Emails
- Conditional Series
- Personalized Recommendations
- Reengagement, Re-permission, & Win-Back Emails
- Seasonal Adjustments to Triggered Emails
For the full discussion of each of these tactics…
Posted on November 18, 2015
Take a deep breath and refer to this decision tree from our latest report, How to Recover from Email Marketing Mistakes. This decision tree will take you step-by-step through 6 questions that will help you decide how to recover from this mistake quickly and with as much grace as possible.
Posted on November 13, 2015
That’s not a question you want to answer on the fly and in a panic with your boss standing at your desk. You want to have a plan in place so you know exactly how to respond in a variety of circumstances.
In this webinar, I’ll share a decision framework for how to recover as gracefully as possible from email marketing mistakes. Join me as I put this framework into action, applying it to 10 real-life case studies of email marketing errors made in recent years.
This webinar is ideal for email marketers responsible for pressing “send” and for anyone involved in the email marketing QA process.
After registering, you will receive a confirmation email containing information about joining the webinar. The webinar will be recorded and all registrants will receive the slides and recording post-event.
“How to Recover from Email Marketing Mistakes”
Wed., Nov. 18, 2015, 1-2 PM ET
Posted on November 12, 2015
The email marketing, privacy, and security landscapes have changed significantly since 2003, when the CAN-SPAM Act was passed. Email marketing has heated up, while privacy and security have melted down.
While at The Email Design Conference, I had the opportunity to sit down and interview James Koons, dotmailer’s chief privacy officer. We discussed how email marketers can help minimize the damage from data breaches and why they should care about CASL. James also made the case that marketers shouldn’t be so sure that CAN-SPAM won’t be overhauled in the years ahead.
We put the question of a CAN-SPAM revamp to marketers and they were almost evenly split between those who think it will be strengthened and those who think it will stay largely unchanged.
Posted on November 10, 2015
Email marketing mistakes are not a matter of “if,” but “when.” Email is too dynamic, too complex, and too quick of a medium to avoid mistakes completely. The best you can hope for is to keep mistakes infrequent and small, and then to manage them quickly and recover with a degree of grace when they do happen.
In our How to Recover from Email Marketing Mistakes report, we discuss a decision framework that will guide you to a response that’s appropriate for the error made, so you can minimize the impact of mistakes while also avoiding overreacting and potentially making the situation worse.
We’ll walk you through each step of the framework and along the way share real-life stories of email marketing mishaps. Some of these stories received media attention; some are incidences we’ve noticed over the years; and others are from brave members of the Litmus Community who have come forward to share their battle scars and lessons learned.
We hope the insights and stories in this report help you learn from the mistakes of others and put better systems and checks in place at your company to minimize the frequency and scope of future email marketing mistakes.
Posted on November 9, 2015
Every year there’s handwringing over Christmas creep, the idea that holiday shopping starts earlier and earlier. The issue over whether retailers should open their stores on Thanksgiving has been a catalyst for discussions about this in recent years. That’s a complicated issue, but what’s not is whether consumers are interested in buying gifts and seasonal goods before Thanksgiving or even before Halloween. They are.
According to the National Retail Federation’s Holiday Consumer Spending Survey:
“For the 14th year in a row, NRF’s holiday spending survey found that approximately 40 percent of holiday shoppers say they begin their holiday shopping before Halloween. Another 41.5 percent say they begin their holiday shopping in November, and 18.7 will begin sometime in December.
When asked why they begin shopping early, most of those that responded that they shop before or in September or October say it’s to spread out their budget (61.4%). Another 48 percent say they want to avoid the November and December crowds and 46 percent do so to avoid the stress of last-minute shopping.”
I was recently asked on Twitter when the holiday season starts for major retailers. My response was: “The holiday season is whenever you can sell seasonal products and Christmas gifts.”
The question reminded me of this June 5, 2012 Norm Thompson email, where they’d updated images to indicate which products had sold out:
Four of the eight products in that content block had sold out, including a snowman ornament and two other seasonal items.
I recently spoke to Internet Retailer about the start of the email marketing holiday season and issues around email messaging and frequency.
Posted on November 3, 2015
Retailers, hopefully you’ve been warming up your subscribers and generating some early holiday sales over the past month or two, but now things start getting serious. To help you make the most of the holiday season, here are 10 tips that will make your email marketing results merrier:
- Use progressive profiling to send segmented offers.
- Add seasonal content to your triggered emails.
- Ensure your emails are rendering properly, particularly after the launch of iOS 9 Mail.
- Have an apology email templated and ready to go.
- Use preview text to support your subject lines.
- Use social media for aspirational discovery, and site search and purchase data for more practical discovery.
- Return to what has worked in the past.
- Resist the urge to email chronically inactive subscribers.
- Send mobile-friendly emails.
- Have a plan for Last Sleigh Day.
For a full discussion of each of these…
Posted on November 2, 2015
Must-read articles, posts & whitepapers
The Triumphant Return of the Email Newsletter (Harvard Business Review)
Email Marketing Data – Can You Trust It? (Emarketeers)
HTML Emails: Improving workflow and process (Jono Milnes)
Data Is Friend Who Might Just Kill Us (MediaPost)
Insightful & entertaining tweets
@Snowden: I forgot to turn off notifications. Twitter sent me an email for each: Follow Favorite Retweet DM 47 gigs of notifications. #lessonlearned
Noteworthy subject lines
The White House, 10/21 — Today, we’re in the future:
Threadless, 10/21 — Great Scott! BTTF tees on sale!
Michaels, 10/22 — Happy National Color Day!
Gerber, 10/31 — Voting has begun!
Drs. Foster & Smith, 10/31 — Halloween Treats Can Harm Pets
Jetsetter, 10/22 — Costume Idea: Be “On Vacation”
American Apparel, 10/22 — Have You Seen Our Costumes?
ModCloth.com, 10/14 — Open, if you dare…
AMP, 10/14 — Open this, get free stuff. Simple.
AJ Madison, 10/29 — Prepare for Cooking Season
OnlineShoes.com, 10/30 — Black Friday exclusive pre-sale
Moosejaw, 10/29 — The 3rd Greatest Gift Guide You’ll See This Year
eBags, 10/30 — Our Holiday Gift Guide is Here
Restoration Hardware, 10/29 — The 2015 Holiday Collection. Inspired Ideas for the Season.
MAC Cosmetics, 10/21 — Top of the List: Holiday. Plus Free Shipping.
Restoration Hardware, 10/20 — Introducing Baby & Child’s Holiday Gift Collection + Extra 10% Off All Sale Extended 1 Day
Clinique, 10/29 — This kiss-happy gift won’t last. Get yours now! FREE with purchase
PersonalizationMall.com, 10/15 — Save 40% On Personalized Christmas Cards
Wayfair, 10/7 — The season of cheer is near! Merry Markdowns on thousands of must-haves
Hayneedle.com, 10/7 — Christmas trees! Rustic dining, bathroom updates & pet stuff, too!
Jetsetter, 10/4 — Secrets to Saving BIG on Holiday Travel
Godiva Chocolatier, 10/22 — Chocolate favoritism is encouraged + 15% OFF Dark Chocolate
Barneys New York, 10/4 — Now This is How You Weather a Storm
Garnet Hill, 10/4 — WINTER FORECAST: Warm and beautiful
Anthropologie, 10/7 — 3 ideas you’ll warm up to quickly
MoMA Store, 10/4 — Shop now or pay for shipping
Under Armour, 10/1 — Support The Mars Mission…
NFLshop, 10/30 — Patriots Win Again! Shop the Latest Collections!
Wayfair, 10/3 — Bedroom giving you the snores? Try a quick bedding refreshing
Anthropologie, 10/4 — This is our kind of couch-surfing.
Gucci, 10/21 — Introducing the new Gucci.com
Art.com, 10/21 — You asked – we answered. Frame Your Art by mail now available!
Neiman Marcus, 10/19 — Shop NM on Pinterest + Instagram!