An Essential Preview Text Hack

Email clients that support preview text dedicate at least as many characters to it as subject lines—and in some cases, they give it twice as many. So, it’s valuable real estate that marketers can use to convince subscribers that opening their emails is worthwhile. However, preview text has always been a bit…

Every Email Has Roughly 15,000 Potential Renderings

Email rendering is significantly more complex than website rendering. In addition to operating system, browser, and screen size, email rendering is affected by the email service provider the marketer uses, the subscriber’s email client, and whether images are enabled or blocked. If we bundle webmail clients together with browsers, there are five…

Finding the Goldilocks Email Approval Process

Process predicts success. That’s true across the entire email marketing workflow, including how brands handle the approval process for new emails. Successful email programs are 32% more likely than less successful programs to say they have an appropriately rigorous approval process (68.6% vs. 52.1%) rather than a burdensome process or one that’s…

The Last Word on March 2017

A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports Sending an email with no CSS. #EmailWeekly Redesign – Week 1 (Medium) The Conversion Benchmark Report (Unbounce) Insightful & entertaining tweets Love @zillow‘s approach 2 getting email team close 2 engineering means…

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