Email Design Podcast 86

In the 86th episode of The Email Design Podcast, I join host Kevin Mandeville to discuss the findings from Litmus’ 2017 State of Email Creative report.

We walk through each section of the report, discussing:

  • How marketers find email inspiration
  • The value of email brand guidelines
  • The adoption of responsive email design and how marketers are using it
  • The various email design elements that are used, including animation, alt text, interactivity, and more
  • When to use one-off email designs
  • How to use A/B testing to get the greatest competitive advantage
  • Email redesigned schedules
  • Why you want landing page responsibilities

>> Listen to The Email Design Podcast on the Litmus blog

FreshMail: Email Marketing Trends for 2018

2018 Email Marketing Trends from FreshMailI join 11 other experts in sharing my email marketing predictions for 2018 with FreshMail. My predictions is that:

Creating and optimizing automated emails will be a major trend in 2018. Already, nearly 13% of brands already generate the majority of their email marketing revenue from automated emails, according to our 2017 State of Email Survey. That number will only grow going forward because the timing and content of automated emails are hyper-relevant. If you’re not adding new triggered emails and expanding, updating, and A/B testing your existing ones, now is the time to dedicate more time to doing that.

For predictions of email marketing trends for 2018 from Laura Atkins, Adam Q. Holden-Bache, Samantha Iodice, and others…

>> Read the entire post on the FreshMail blog

11 Email Marketing Lessons from the ProsI 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…

>> Read the full post on the Campaign Monitor blog

The Last Word on November 2017

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

2018 Email Marketing Predictions (Campaign Monitor)

Meet the #Emailgeeks community on Twitter [Infographic]

Ditch the Bunker Mentality: Email Works Better with Other Channels (MediaPost)

Insightful & entertaining tweets

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!, 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, 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

20 Things Successful Email Marketing Programs Do

Campaign Monitor: 2018 Email Marketing Predictions

The 30+ Emails that Email Marketers Love Most

Webinar: The Top 5 Opportunities for Improving Your Email Creative on Dec. 12

Report: 2017 State of Email Creative

Sleeknote’s E-Commerce Boost Podcast: The Hierarchy of Subscriber Needs

Email Brand Guidelines: Why You Need Them and What to Put in Them

Email Marketing Job Hotspots and Hot Skills

The Last Word on October 2017

20 Things Successful Email Marketing Programs Do

20 Things Successful Email Marketing Programs Do

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…

>> Read the full post on the Litmus blog

2018 Email Marketing Predictions from Campaign MonitorWhat’s in store for email marketers in 2018? Campaign Monitor asked this question to me and five other email experts:

  • 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,

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!

>> Read all the predictions on

The 30+ Emails that Email Marketers Love Most

30 Must-Subscribe Brands

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.

>> See the list on the Litmus blog

The Top 5 Opportunities for Improving Your Email CreativeEmail creative is unlike web or print creative. It has its own unique constraints that marketers must master to make the most of the channel.

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

Your presenters:
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.

>> Register for the free webinar

Report: 2017 State of Email Creative

2017 State of Email Creative

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.

>> Download the free report

Listen to Sleeknote's podcastI’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

>> Listen to the podcast


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