Task Runners and Static Site GeneratorsWe continue to see web development tools being adopted by email developers. Two such tools are task runners and static site generators.

Task runners automate repetitive tasks such as inlining CSS and sending test emails. Static site generators are build systems for flat files that allow you to templatize and break down email elements, making them easier to edit and control

Usage of both of these have increased among email marketers, according to our 2017 State of Email Workflows report. Eight and a half percent of email marketers are now using task runners as part of their email production workflow, up from 6.7% in 2015. And 9.2% of email marketers are using static site generators, up from 5.2% in 2015.

>> Read the full post on the Litmus blog

Get "Email Marketing Rules"I’m beyond thrilled with the initial reaction to the latest edition of my book, Email Marketing Rules, which is thoroughly updated and greatly expanded. Compared to the 2nd Edition, the 3rd Edition has…

  • 30 new rules, with many of them focused on best practices around deliverability and workflows
  • 7 new chapters, including ones on subject line and preview text writing, subscriber journeys, the minimum viable email, recovering from email mistakes, and email marketing attribution
  • 3 times as many charts and diagrams, including ones about the transactional email spectrum, components of an email opt-in, and the email audience funnel
  • 152 more pages, making it perhaps the most comprehensive email marketing book ever written

Here is some of the early praise for the new edition:

“Chad is dead on with this book. Stop chasing the next new thing and get good at email.”
—JOE PULIZZI, Founder of the Content Marketing Institute; author of five books, including Content Inc. and Epic Content Marketing

“Email marketing is more critical than ever. Email Marketing Rules is timely, relevant, and necessary. Highly recommended!”
—JAY BAER, President of Convince & Convert; author of Hug Your Haters and Youtility

“Chad is honestly one of the brightest minds in email marketing, and this book is the gold standard on email best practices.”
—MATHEW SWEEZEY, Principal of Marketing Insights at Salesforce; author of Marketing Automation for Dummies

“Avoid leaving money on the table. Email Marketing Rules gives you a well-structured, easy-to-follow template for reviewing and improving your program.”
—DR. DAVE CHAFFEY, CEO & Publisher of SmartInsights.com; digital marketing author

“I train hundreds of email marketers and reference this book regularly. A must-have.”
—KRISTIN BOND, Sr. Email Marketing Manager at Girl Scouts; Co-Founder of Women of Email

“Chad White lays out the key ‘rules’ required to take your program to the next level. Ignore them and you risk being left behind by competitors.”
—LOREN McDONALD, Marketing Evangelist at IBM Watson Marketing

“The Wikipedia of email marketing. You simply can’t find a more comprehensive all-in-one resource.”
—JUSTINE JORDAN, VP of Marketing at Litmus; 2015 EEC Email Marketing Thought Leader of the Year

“Chad White is one of the top thinkers in the email world! Anytime I am asked how someone can learn more about email, I reference this book.”
—SIMMS JENKINS, Founder & CEO of BrightWave; author of The New Inbox and The Truth About Email Marketing

“A clearly written guide…from a master of retail email marketing. A must-read.”
—DON DAVIS, Editor in Chief of Internet Retailer Magazine

“Chad White provides a clear reminder that email marketing done right remains one of the most powerful marketing tactics available today. Read this book.”
—JEFFREY K. ROHRS, Chief Marketing Officer of Yext; author of AUDIENCE

“Incredibly thorough and packed with the most useful content of ANY book on email marketing!”
—JOEL BOOK, Senior Director of Digital Marketing Insight at Salesforce

The 3rd Edition of Email Marketing Rules is available in paperback and Kindle versions.

>> Get your copy today on Amazon.com

Email Marketing RulesI’m thrilled to announce the release of the 3rd Edition of my book, Email Marketing Rules, which is available on Amazon.com in both print and digital versions.

Updated and greatly expanded, the 3rd Edition of Email Marketing Rules demystifies this vital channel, taking you step by step through 150 best practices, providing extensive tactical checklists, and giving you strategic frameworks for long-term success. It will help you…

  • Set the right program goals by understanding “deep metrics” and properly interpreting campaign, channel, and subscriber metrics
  • Build high-performance lists by identifying valuable subscriber acquisition sources, using appropriate permission practices, and managing inactives wisely
  • Ensure your emails are delivered by understanding the factors that cause inbox providers to block senders
  • Craft relevant messaging with effective subject lines, savvy designs, and smart targeting
  • Automate your messaging so you address moments that matter and create highly engaging subscriber journeys
  • Develop solid workflows that avoid errors and speed up production

You can preview the book below or by visiting Amazon.com and clicking on “Look Inside” above the cover image.

The Last Word on May 2017

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

Must-read articles, posts & reports

The Halo Effect: Marketers Stuck In Last-Click Attribution (MediaPost)

The New Age Of Infinite Media And What It Means For Marketing (Forbes)

Using the Customer Journey to Help You Achieve Sales Success (Pipedrive)

Email code easter eggs (Kurated Email Design)

3 Types of Email Preference Centers (SendGrid)

Stop Shaming Your Users for Micro Conversions (Nielsen Norman Group)

The rise of the chief marketing technologist (IBM Think Marketing)

9 Psychology-Based Pricing Strategies You Can Use Today (+ Swipe File) (Sleeknote)

Insightful & entertaining tweets

Noteworthy subject lines

ToysRUs & BabiesRUs ,5/14 – Mom?Mom!Moooommmm…
AutoAnything, 5/7 – Who Says All Moms Want Flowers?
SeaWorld Orlando, 5/13 – Quiz Time: What type of mother are you?
Under Armour, 5/8 – Forgot Something? Like…Mother’s Day?
Bonobos, 5/7 – Put mom’s good genes to use.
Barneys New York, 5/11 – Celebrate Mother’s Day Like a Supermodel with Christy Turlington
Vera Bradley, 5/22 – Brooke Webb of KBStyled reveals her favorite gifts for grads!
Under Armour, 5/15 – UA Stars & Stripes Collection—Pride Meets Performance
Sesame Place, 5/1 — THIS WEEKEND: Elmo is wondering about MAGIC!
Walmart, 5/26 – You go, grill!
UncommonGoods, 5/30 – Three Words: National. Doughnut. Day.
Anthropologie, 5/22 – Another reason to join AnthroPerks? FREE SHIPPING.
The North Face, 5/9 – Our weatherproof travel jacket packs flat in four folds.
J.Crew, 5/10 – The dress to wear @work right now
Ann Taylor, 5/30 – Dresses For Every R.S.V.P.
ModCloth, 5/30 – Sun, sand, & smiles. What’s missing?
J.Crew, 5/15 – This sold-out one-piece swimsuit is back – get in there
Sony Electronics, 5/7 – Nearly 100,000 View In This Email Alone
Pier 1 Imports, 5/12 – As seen in Woman’s Day.
ASPCA, 5/26 – Meet the ASPCA 2018 Calendar Cover Star
Threadless, 5/22 – I literally can knot.
Victoria’s Secret, 5/30 – Knotty by nature
Nike, 5/22 – Free Hugs on Every Run
Moosejaw, 5/9 – My Mean Boss wants you to save up to 25% off.
ToysRUs, 5/7 – Know Who Else Sells These Toys? Neither Do We.
RH, 5/15 – The Milo Baughman #3426 Chair. Watch the Film “The Master of Modern.”
Victoria’s Secret PINK, 5/20 – Weekend uniform inspo, inside —>
Carnival Cruise Line, 5/7 – Don’t Delete! You’re Invited To Cruise On The Vacation You Need
Lands’ End, 5/22 – R.E.S.P.E.C.TEE + 30% off ends today
Chipotle, 5/8 – Lollapolooza+LifeIsBeautiful+AustinCityLimits = TRIFESTA VIP Giveaway
Ikea, 5/26 – Bold patterns for all – AVSIKTLIG!
West Elm, 5/14 – Make your weekend 10000x better (Up to 30% off!)

New posts on EmailMarketingRules.com

The Email Design Podcast #62: 2017 State of Email Workflows (Part II)

The Email Design Podcast #61: 2017 State of Email Workflows (Part I)

What Is the Biggest Email Marketing Myth?

Marketing Cloudcast: It’s 2017. Are You Still Making These Email Marketing Mistakes?

Top Email Copy Tips from 12 Email Experts

Report: 2017 State of Email Workflows

The Last Word on April 2017

Email Design Podcast 62In this episode of The Email Design Podcast, I continue my conversation with host Kevin Mandeville about the findings of our 2017 State of Email Workflow.

In Part 1, we talked about content planning, production cycles, and email design and development tools. In Part 2, we walk through the sections of the report about…

  • Quality assurance
  • Approval processes
  • Email platforms
  • Interventions and apologies

>> Listen to the podcast on the Litmus blog

>> Listen on SoundCloud

The Email Design Podcast, episode 61In this episode of The Email Design Podcast, I speak with host Kevin Mandeville about the findings of our 2017 State of Email Workflow.

We walk through each section of the report, talking about…

  • Content planning
  • Production cycles
  • Email design and development tools

…before running out of time. We then recorded Part II, which covers the other topics in the report and will be released next week. But first things first: Here’s Part I.

>> Listen to the podcast on the Litmus blog

>> Listen on SoundCloud

The Biggest Email Marketing MythsDoing email marketing right is challenging in the best of circumstances. But it’s made more difficult by all of the outdated and just plain wrong advice out there that leads marketers astray.

To put you on the right course, we’re busting 25 email marketing myths—many of which you’ve probably heard repeated so many times that you’d swear they were true.

Along with a brief explanation of the truth, we provide a link to a full exploration of the issue so you can appreciate the entire context of it.

Which email marketing myth do you think is the biggest?

>> Read the full post on the Litmus blog

Marketing CloudcastI was fortunate to be asked back to be a guest again on Salesforce’s Marketing Cloudcast, which is hosted by Heike Young and Joel Book. During the 34-minute episode, we discussed the upcoming 3rd edition of my book, Email Marketing Rules, and what has changed over the years and is on the horizon.

Over the course of the podcast, we also talked about six mistakes that marketers continue to make in 2017 when it comes to email:

  1. Committing email marketing that’s neither functional nor respectful.
  2. Letting email marketing efforts transpire in a silo.
  3. Neglecting email for other channels where consumers don’t actually want brand interaction.
  4. Not leveraging the power of mobile.
  5. Sending more emails instead of better emails.
  6. Not personalizing for today’s high-expectation consumer.

I shared advice on how to avoid those mistakes, and much more.

>> Listen to the Marketing Cloudcast

Read the full post on the EmailPixels blogIs there a secret sauce for great email copy? To find out, Tim Watson asked 12 email experts, including myself, to share their #1 email copy tip.

Here’s my advice:

Shorter is better, and clarity is king. We’ve been doing a lot of A/B testing here at Litmus over the past year around copy length, and shorter copy has been a continual winner for us. People are busy and in a hurry. Use clear headlines, subheads, and bulleted lists to quickly communicate the core of your message. Then let your landing page deliver more details.

There are some very clear common threads, so I highly recommend that you check out all the tips.

>> Read all the advice on the EmailPixels blog

Register for the MarketingProfs Email Marketing Virtual ConferenceJoin Kath Pay, Kevin Linden, and me at MarketingProfs Email Marketing Virtual Conference on May 12.

I’ll be discussing now email marketers can adjust to consumers’ new definition of spam. During my session, you will hear findings from the Adapting to Consumers’ New Definition of Spam report, which is based on a joint Litmus-Fluent survey of more than 1,300 American adults.

You will learn about and get actionable advice regarding:

  • What consumers’ broadening definition of spam is, and how they interact with the spam folder
  • How millennials’ unsubscribe and complaint behavior differs from other age groups
  • The best ways marketers can reduce spam complaints and unsubscribes

Adapting to Consumers’ New Definition of Spam
May 12, 2017
12:30pm–1:15pm ET

Can’t make it on May 12? Don’t worry. Sign up and you’ll receive on-demand access for 90 days after the event.

>> Register for the free event


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