The Last Word on April 2017

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

Must-read articles, posts & reports

Email Awards. Should We Have them? (Really Good Emails)

B2B Personas: Targeting Audiences (Salesforce)

3 Reasons the Death of Data Privacy Rules is Bad for Advertisers (DMNews)

Email Marketing & Marketing Automation Excellence 2017 (GetResponse)

Interactive Emails Increase Engagement (MediaPost)

Yahoo plus AOL? It’s now called Oath (USA Today)

How Special Offers in Email Subject Lines Impact Performance (MarketingProfs)

Insightful & entertaining tweets

Noteworthy subject lines

Williams Sonoma, 4/8 — Easter is April 16th! Up to 30% Off EVERYTHING EASTER!
ToysRUs, 4/8 — Fill Their Baskets With Arts, Crafts & Plush Toys!
Godiva Chocolatier, 4/13 — Buy 1 Get 1 50% OFF Last Minute Easter Gifts in Boutiques
Etsy, 4/11 — Last-minute Easter *printables*
Applebee’s, 4/8 — Kids Eat Free on Easter!
Petco, 4/19 — Celebrate Pets at Work day with up to 40% off.
BabiesRUs, 4/19 — Earth Day BOGO Deals!
Brooks Brothers, 4/21 — Buy a shirt & we’ll plant a tree.
The Shopping Channel, 4/22 — Make Every Day Earth Day
Zulily, 4/19 — Call your mother — or buy her gifts! Tory Burch + Coach | Levi’s denim & U.S. Polo
Ninety Nine Restaurants, 4/4 — Red Sox Won! Kids Eat Free!
Saks Fifth Avenue, 4/6 — The 3 jackets you need for spring.
Ann Taylor, 4/10 — The 9 Must-Wear Outfits Of Spring, 4/7 — Dig in ¬– Gardening Sale’s up to 50% off!
Lowe’s, 4/20 — The Secret to a Perfect Yard
Walmart, 4/22 — Save up to $25 for spring essentials when you open a Walmart Credit Card. Yes, please!
Pier 1 Imports, 4/28 — Your staycation is sorted.
ThinkGeek, 4/13 — Tiny lightsaber umbrellas not included: NEW Star Wars Geeki Tikis!
Clinique, 4/10 — Workout gear: New travel sizes!
Fossil, 4/24 — Make Your First Smartwatch This One
American Red Cross, 4/24 — Two more days to #help1family
ModCloth, 4/11 — #StyleForAll & personality that speaks volumes!
Clinique, 4/7 — #BehindTheFace: Jeremy Jauncey takes us on an unparalleled journey
eBags, 4/8 — Should you stay or should you go?
Feeding America, 4/5 — Take the quiz: Waste It or Taste It?
Neiman Marcus, 4/5 — Travel tips: Mexico City street style
The Container Store, 4/18 — Quick Tips to Update Your Closet & 15% Off
Ann Taylor, 4/18 — Doers. Dreamers. Inspiring Women., 4/19 — Explore Artist Ruben Ireland
RH, 2/19 — For the Love of Leather. Watch the Film., 4/7 — Featured On The Today Show
Sony Electronics, 4/19 — Your Spot on Our Instagram Page is Waiting
Neiman Marcus, 4/7 — Most-loved Instagram looks
Jetsetter, 4/7 — Jetsetter Employees Dish Where They’re Dying to Go
J.Crew, 4/10 — the 6 all-around best sellers this month
Express, 4/4 — ATTN: 30% off an entire workwear upgrade
Moosejaw, 4/4 — 25% off Lots of Stuff | Patagonia + Moosejaw Charity Thing

New posts on

Email Innovations for the Next 5 Years: Consumers vs. Experts

An Essential Preview Text Hack

Every Email Has Roughly 15,000 Potential Renderings

Finding the Goldilocks Email Approval Process

The Last Word on March 2017

Email Innovations for the Next 5 YearsTo uncover how email is likely to evolve in the years ahead, Mailjet surveyed consumers about a range of email-related topics and spoke to several email marketing experts, including myself.

The resulting ebook is full of interesting insights, such as:

  • Email is the channel that consumers most expect to still be using in 10 years
  • Consumers are most excited about email interactivity and receiving real-time, location based emails
  • Grocery and tech brands are doing the best job at engaging customers via email

For all the details on email innovations headed…

>> Download the free ebook from Mailjet

An Essential Preview Text Hack

The Little-Known Preview Text Hack You May Want to Use in Every EmailEmail 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 of an imprecise instrument because email clients always pull in enough characters to fill all available preview text space. That means that marketers are left with two choices:

  1. Go long with their preview text and have it cut off, which can sometimes create embarrassing truncations just as we’ve seen with subject line truncations
  2. Go short with their preview text and have URLs, administrative text, and other “non-optimized” content from their emails pulled in to fill the space

There is, however, a little-known third choice…the ‌  preview text hack.

>> Read the full post on the Litmus blog

Why is email rendering so complex?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 major layers in total affecting how an email renders:

  1. Email service providers
  2. Operating systems
  3. App and web-based email clients
  4. Screen sizes
  5. Images enabled/blocked

Let’s look at each of these layers as we build toward a big picture view of just how complex email rendering is…

>> Read the full post on the Litmus blog

4 Signs Your Email Approval Process Is Hurting PerformanceProcess 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 too lax, according to Litmus’ State of Email Survey. Marketers who describe their email programs as sophisticated are also significantly more likely than less sophisticated programs to say their approval process is appropriately rigorous (69.6% vs. 55.2%).

A number of factors can tip the balance of an email approval process toward being too cumbersome or too lax:

  1. Number of Approvals Needed
  2. High-Level Executive Signoff Needed
  3. Frequency of Last-Minutes Changes
  4. Approval Lead Time

For all the details, including survey results around current approval process practices,…

>> Read the full post on the Litmus blog

The Last Word on March 2017

The Last WordA 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

Noteworthy subject lines

The Swiss Colony, 3/21 – Make It a 24-Carrot Easter
The Swiss Colony, 3/28 – How to Have the Easiest Easter Ever
Uncommon Goods, 3/7 – Our Leprechauns Approve
Ann Taylor, 3/8 – Let’s Empower Women Around The World
J.Crew, 3/8 –25% off wear-to-work styles = a closet promotion
Vera Bradley, 3/7 – We have spirit, yes we do!
Honda, 3/7 – A first look at the 2017 Civic Type R
Jetsetter, 3/28 – 7 Secret Passenger Rights You Need to Know
eBags, 3/27 – No carry-on? No problem! Check out our top 5 underseaters.
IKEA, 3/28 – Chad, say goodbye to crammed closets!
Clinique, 3/25 – How to find the right foundation shade.
Threadless, 3/6 – Check out our Watercolor winner!, 3/24 – The Today Show Loves It, You Will Too
Kate Spade, 3/10 – the unofficial official fabric of spring
RH, 3/28 – Introducing the 2017 Outdoor Source Book
Neiman Marcus, 3/5 – New shoe crush: Pool Slides
J.Crew, 3/7 – 3 new swim ideas + free shipping & returns = the best
Pier 1 Imports, 3/5 – Blue skies and palm trees.
ModCloth, 3/25 – Pool party. You in?!
Express, 3/27 – new this week: palm prints, sun hats & shoulder details
REI Adventures, 3/7 – Be Prepared to Feel Tired, a Little Dirty and Very Much Alive
Victoria’s Secret, 3/24 — Vacation mode ON
Lowe’s, 3/8 – Spring Is Here: Are You Ready?
Pier 1 Imports, 3/2 – Is that a butterfly?
Petco, 3/5 – Small pets make life a lot happier.
Gander Mountain, 3/5 – Turkey Season is Here–Get $20 Off Your $100 Purchase.
Barneys New York, 3/5 – This Menswear Trend Will Be Huge
Gap, 3/5 – For: Date night, Sunday brunch, running errands (basically, looking cute everywhere)
Brooks Brothers, 3/7 – re: your request for the best sweater ever
Ann Taylor, 3/2 – This Is Our Time…
Lululemon, 3/7 – Greatest HIITs
Under Armour, 3/10 – We Supply The Technology, You Supply The Will
Wayfair, 3/27 – We interrupt this broadcast with a TV STAND SALE
GNC, 3/21 – Try A New Free Quest Bar At GNC!
ToysRUs, 3/24 – IT’S BACK! Nintendo Switch in Stores Tomorrow!
Saks Fifth Avenue, 3/27 – New: Saks’ 1st-ever exclusive Prada dress collection.
Karmaloop, 3/24 – If You Don’t Have Our App, You Should…

New posts on

3 Embarrassing Subject Line Mistakes to Avoid

Make Your Unsubscribe Survey More Actionable

Email Attention Spans Have Gradually Increased over Past 6 Years

The Last Word on February 2017

3 Embarrassing Subject Line Mistakes to AvoidSubject lines are incredibly powerful, and marketers know it. That’s why, for instance, subject lines are by far the most A/B tested email element, according to Litmus’ 2016 State of Email Design.

But despite the recognition of their importance, subject lines mistakes are not uncommon. These mistakes are devastating to email performance because they distract subscribers and undermine your message at the very beginning of a potential email interaction and at a point when you have only a few seconds to grab their attention.

Some of these mistakes can also be quite embarrassing and…off-brand. In our latest SlideShare, we discuss three such mistakes and share numerous real-world examples.

>> View the full post and slidedeck on the Litmus blog

How to Make Your Unsubscribe Survey More ActionableSubscribers opt out for a variety of reasons and you don’t know which reason drove a particular person to unsubscribe unless you ask. That’s why some brands conclude their opt-out process with an unsubscribe survey that asks in one form or another: Why did you unsubscribe?

Understanding why your subscribers opt out can give you valuable insights to drive improvements in your email marketing program—but only if you ask the right questions.

Most of the unsubscribe surveys we’ve seen haven’t kept up with the growing number of reasons that consumers unsubscribe, as we revealed in our Adapting to Consumers’ New Definition of Spam ebook. That means that unsubscribe surveys have become increasingly less actionable over time.

However, these surveys can be easily fixed by reviewing the questions you’re asking and how you intend to act if you get a critical mass of a particular response. Here’s how…

>> Read the entire post on the Litmus blog

Email Attention Spans IncreasingMobile phones, Twitter, texting, video games, and other digital era trappings have been blamed for shortening our attention spans to less than that of goldfish. You might be tempted to throw email in that bucket…but you’d be wrong. According to an analysis of billions of emails using Litmus Email Analytics

The average time spent reading an email increased by nearly 7% to 11.1 seconds between 2011 and 2016.

Honestly, we were more than a little surprised by this. We expected to find that email attention spans were shrinking. Instead, we found that the percentage of emails read for more than 18 seconds grew to 44.4% in 2016 from 38.4% in 2011.

For all the details and for advice on how to optimize your emails for short attention spans…

>> Read the full post on the Litmus blog

The Last Word on February 2017

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

Must-read articles, posts & reports

Should we stop inlining styles in emails? (Medium)

Gmail promotions tab inbox delivery stats (Zettasphere)

America Loves Email (Relevancy Group)

Email, LinkedIn and white papers remain key strategies in lead gen for B2B marketers, study suggests (The Drum)

Is there a replacement for email? (The Guardian)

Insightful & entertaining tweets

Noteworthy subject lines

J.Crew, 2/2 — Groundhog, schmoundhog. 20% off & free shipping starts now.
Brooks Brothers, 2/2 — Too late Phil, spring is already here
Brooks Brothers, 2/6 — Spring cleaning starts in your closet.
FansEdge, 2/6 — 5-Time Champs – Get the Latest Pats Championship Gear Now!
Under Armour, 2/6 — M-V-P: Brady Does It Again
Jetsetter, 2/5 — The Most Affordable Hotels in the Caribbean – Because We ALL Need a Vacay Right Now
Pier 1 Imports, 2/17 — We cannot tell a lie.
West Elm, 2/19 — A sale to trump them all 😉 (ends tomorrow!)
Victoria’s Secret, 2/13 — “Get your girls, break some hearts…” XOXO, VICTORIA
Banana Republic, 2/14 — You have a secret admirer (hint: it’s us)!
Lululemon athletica, 2/14 — Sweaty Staples
Neiman Marcus, 2/27 — Red-carpet recap: Shop winning looks now, 2/6 — you deserve a promotion: up to 60% OFF home office!
West Elm, 2/2 — Up to 30% off “Oooh, where’d-ya-get-that?!” style
Sears, 2/13 — (1) new message: You’ve scored up to 40% off appliances
katespade, 2/6 — meet the babe bag. (and a french bulldog, too.)
ToysRUs, 2/13 — This Promo Coe Wil Self Destruct TODAY!
Sakes Fifth Avenue, 2/20 — Be the 1st: shop Burberry straight off the runway.
eBags, 2/13 — Flight Delayed? This Sales is Right on Time!
ASPCA, 2/17 — Spay/Neuter Myths BUSTED: Think You Know the Truth?
ModCloth, 2/20 — Which print?! The struggle is real…
Vera Bradley, 2/17 — Everybody’s talking about Vivian …
The Home Depot, 2/20 — • O • V • E • R • S • T • O • C • K •
Anthropologie, 2/20 — The best reason to turn on your OOO today.
Clinique, 2/25 — How-To: An easy cat eye with major wow factor.
Dell, 2/5 — Quality Bose sound without wires. Find it all on
Chipotle, 2/15 — Chipotle Online Ordering: Instant Gratification

New posts on

#AlternativeEmailFacts and the Truth

Join Me in Kansas City on Mar. 14: KCDMA luncheon, Litmus Live workshop, and Networking reception

The Last Word on January 2017


Get every new post delivered to your Inbox

Join other followers