Posted on December 8, 2017
I got serious about email marketing back in 2006 when I started the Retail Email Blog. Since then, I’ve worked for three of the largest ESPs in the world—Responsys, ExactTarget, and Salesforce—and learned a ton about email marketing.
If I could go back to 2006 and give myself one piece of email marketing advice, what would it be? Campaign Monitor asked me and 10 other email that question and here’s what I told them:
“I wish I’d understood from the beginning how inconsistent email client support for coding is and therefore how complex email rendering is. For marketers who now understand that the new challenge is to avoid creating consistency by playing down to the lowest common denominator. Instead of trying to create ‘pixel-perfect’ emails, marketers need to use progressive enhancement thoughtfully to create ‘platform-perfect’ emails that deliver the best experiences for users of key email clients.”
For all the great advice from Kath Pay, Jordie van Rijn, Justin Khoo, and the others…
Posted on December 7, 2017
Must-read articles, posts & reports
2018 Email Marketing Predictions (Campaign Monitor)
Meet the #Emailgeeks community on Twitter [Infographic]
Insightful & entertaining tweets
In 2017 the year of our lord, I’m still explaining to colleagues the the Gmail Promotions tab isn’t what’s making their open rates lower
— Email Snarketing (@EmailSnarketing) November 16, 2017
— Elizabeth Lewis (@Elliemonstr) November 2, 2017
Yesterday in my #ID24 talk when talking about using fewer tables in your email code, I said I’ve seen an email with over 200 table elements in it.
Today I saw an email with 495 <table>’s and 2550 <td>’s
— Mark Robbins (@M_J_Robbins) November 17, 2017
🔥 Hot Email Alert!
Amazing #email from Nest featuring an interactive shopping cart experience. There is also a really nice floating banner on mobile. Well done @ericlepetitsf + the Nest team 👏 Take a look here #emailgeeks – https://t.co/rrSaZdXCmC pic.twitter.com/iShJwzMqzT
— Andrew King (@akingkiwi) November 26, 2017
Noteworthy subject lines
AutoAnything, 11/5 — Save More Than Sleep This Weekend
Urban Outfitters, 11/11 — 11 essentials • $11 each • 11.11.17 only
Epicurious, 11/8 — 97 Thanksgiving Pies (and Cakes…and Cookies…and Tarts)
Horchow, 11/13 — Get set for Thanksgiving
Costco, 11/24 — Happy Black Friday! Shop Online! Warehouses Open at 9:00 AM Friday!
Banana Republic, 11/24 — 50%. OFF. BLK. FRI.
Lego, 11/24 — “Brick” Friday Offers Are Officially Here!
Zappos.com, 11/24 — SALE: Black Fri-YAY!
Tiny Prints, 11/24 — Black Fri-Yay! Up to 40% Off + FREE Ship
Vera Bradley, 11/24 — Bright is the new Black (Friday)! Shop now for amazing deals.
Ann Taylor, 11/24 — PINK Is The New Black Friday
Crate & Barrel, 11/24 — You’ve waited all year for this sale
J.Crew, 11/24 — Shopping > sleeping. 40% off your purchase is ON.
Levi’s, 11/24 — This is the big one…
Target, 11/24 — Today only! Spend $50, get 20% off your next purchase.
Petco, 11/30 — Last Day! Take 25% off your first Repeat Delivery order
Crutchfield, 11/29 — CYBER Tuesday, Wednesday, Thursday…
REI, 11/29 — Cyber Week Sale – New Deals Added
Anthropologie, 11/8 — Still or SPARKLING?
ModCloth, 11/8 — Current mood: very merry.
BabiesRUs, 11/5 — Get Ready for a Stress-Free Holiday (Kinda)
Godiva Chocolatier, 11/10 — It’s Here! NEW Advent Calendar + FREE Gift for 1 DAY
ModCloth, 11/3 — Now present-ing our holiday gift guide!
Saks Fifth Avenue, 11/8 — Hello, Gift Guide: holiday shopping made easy
Fossil, 11/10 — DIY Gifts
Wine.com, 11/10 — Everyone Will Think You Paid Way More + 1-cent Shipping Inside
Nike, 11/5 — Coats for every kind of cold.
Neiman Marcus, 11/5 — 7 dresses for 7 occasions
Jetsetter, 11/8 — Where to Travel This Fall—According to JS Editors
Ann Taylor, 11/14 — This Is Packing-List Perfection
Vera Bradley, 11/4 — Love options? Customize what you carry with this stylish new sidekick!
Gap, 11/5 — Sorry to bother you, but you’ve got no exclusions AND free shipping (ending today!)
Wayfair, 11/8 — Save on TV stands + storage. Netflix, anyone?
ThinkGeek, 11/30 — Sun’s getting real low…These are your final hours to get up to 25% off!
Kate Spade, 11/3 — vvvvvvelvet. trending right now.
FansEdge, 11/2 — CHAMPIONS! Get Your Astros World Series Gear Now!
NFLshop, 11/12 — Patriots Win! Celebrate with 25% Off Sitewide!
Kate Spade, 11/8 — shop the looks from the new #missadventure episode…
Carnival Cruise Line, 11/29 — Your vacation snapshot: #CarnivalCaribbean
St. Jude, 11/29 — On #GivingTuesday, friends united to help St. Jude
New posts on EmailMarketingRules.com
Posted on November 29, 2017
While it’s difficult to fail at email marketing, success can be elusive. Shifting consumer behaviors and expectations, new technologies, improving cross-channel integration, changing anti-spam and privacy laws, evolving inbox provider capabilities—all can make getting ahead a huge challenge.
Less than 10% of marketers say their email programs are very successful, according to Litmus’ State of Email Research Series. The majority say their email programs are average or even unsuccessful.
It can be difficult to know how to take your email program up a notch. What changes should you make? What technologies should you leverage? How can you improve your organization?
We can help. Based on our survey of more than 3,500 marketers worldwide, we’ve identified 20 operational, strategic, and technological differences between successful email marketing programs and less successful ones.
Here are the 20 things that successful email marketing programs do more often than others…
Posted on November 22, 2017
- Samantha Anderl, Senior Director, Acquisition Channels, Campaign Monitor
- Alex Williams, Creative Director, Trendline Interactive
- Philip Storey, Founder and CEO, Enchant
- Kath Pay, CEO, Holistic Email Marketing
- Jordie van Rijn, Founder, emailvendorselection.com
My prediction focused on automated emails and how we’re approaching a tipping point that will affect marketers’ overall email strategy and workflow. Others’ 2018 email marketing predictions centered on personalization, omnichannel integration, predictive analytics, customer journeys, and ESP tools. Their roundup of predictions also included some great ones from the Campaign Monitor community.
All the predictions will get you leaning forward as we enter 2018. There are lots of opportunities ahead!
Posted on November 21, 2017
The first step in designing a great email of your own is often receiving a great email from another brand. In a word, the first step is Inspiration.
To get their inspiration fix, 64% of marketers subscribe to 20 or more brands’ emails. Just over 9% of marketers subscribe to 100 or more brands’ emails.
Want to know which brands you should subscribe to? In our 2017 State of Email Creative report, we share the top 30 brands that most inspire email marketers, based on more than 3,000 brand suggestions from more than 1,000 marketers. You should consider these must-subscribe brands. These are the emails that email marketers love.
Posted on November 20, 2017
In this webinar, expert email developer Kevin Mandeville and I will identify the top 5 opportunities to improve your team’s email creative process, based on the findings of Litmus’ 2017 State of Email Creative research report. But we won’t just give you the insights, we’ll share practical how-to advice to help you executive on each opportunity at your brand.
The Top 5 Opportunities for Improving Your Email Creative
Dec. 12, 2017
10:00am PT / 1:00pm ET / 5:00pm GMT
Chad White, Research Director, Litmus
Kevin Mandeville, Builder Product Manager, Litmus
Can’t make it on Dec. 12? Don’t worry. Register and you’ll receive the recording of the webinar.
Posted on November 17, 2017
Email creative is unlike web or print design. It has its own unique constraints and opportunities that marketers must master to make the most of the channel.
The rendering of your design is affected by the email client and screen size used to view it, whether images are disabled, and more. And you have lots of opportunities to up-level your design by using dynamic content, interactive email elements, A/B testing, and more.
Based on our survey of more than 3,500 marketers worldwide, our second annual State of Email Creative report examines every facet of email creative strategy, including:
- Finding email inspiration
- Brand guidelines
- Email design approaches
- The popularity of various design elements
- The use of one-off email designs
- A/B testing
- Email redesign schedules
- Landing page responsibilities
This 31-page report explores each of these findings and much more, with 25 charts providing data-based evidence of current practices and trends that impact the email creative process.
Use the results to benchmark your own email creative and design processes, to identify opportunities for improvement, and as evidence to argue for the need to experiment with new email approaches, elements, and tactics.
Posted on November 15, 2017
I’m honored to be among the first guests on Sleeknote’s new podcast, E-Commerce Boost. In my episode, I spoke with Sleeknote’s Julie Fjeldgaard about the Hierarchy of Subscriber Needs. I explain why creating respectful, functional, valuable, and remarkable email experiences is critical to email marketing success.
In addition to the Hierarchy of Subscriber Needs, we discuss some of the finding from Litmus’ 2017 State of Email Deliverability report, including:
- Sign-up processes
- How the context of a sign-up affects subscriber quality and needs
- The best and most problematic subscriber acquisition sources
- The opportunity around signup confirmation pages
Posted on November 14, 2017
Brand style guides tend to meticulously detail permissible fonts, header sizes, image style, logo sizes and placements, and on and on. However, despite the clearly unique considerations of the email channel, many companies don’t have any email-specific guidance in their brand guidelines.
Nearly 38% of brands don’t have email brand guidelines, according to Litmus’ upcoming 2017 State of Email Creative report, which is based on a survey of more than 3,500 marketers.
Thankfully, more brands are seeing the need to add email-specific content to their style guides, with 18% more brands creating email brand guidelines since 2016. That’s with good reason.
Having email brand guidelines makes designing emails easier and faster, particularly in organizations with distributed email programs or that use email agencies or freelancers. Marketers who describe their email programs as successful are 22% more likely that those at less successful programs to have brand guidelines for email (67% vs. 55%).
For all the details on what to include in your email brand guidelines…
Posted on November 7, 2017
Looking for an email marketing job in the US? Then California, Massachusetts, Georgia, Illinois, and New York are the top states for you. In Canada? Then Ontario is tops. In the United Kingdom? London is king.
Those are the top locations that were listed in the highest number of job postings to the Litmus Community Job Board between August 2016 and August 2017, when there were 256 total job postings.
Continuing to live up to its reputation as a high-tech hub, California was by far the state with the most job postings for email marketers. It had at least twice as many email marketing job listings as any other state, with the exception of Massachusetts.
While the United States had considerably more email marketing job postings than the United Kingdom, the city of London had more postings than any US state except for California.