Will We Ever Have Email Coding Standards?

This has been burning question for email marketers for a long time. Web developers have standards, but email developers don’t. Will this ever change? And what will be the catalyst for change? We polled nearly 4,000 marketers about whether we’d ever have email coding standards, and they were significantly more optimistic than…

10 Tips to Get Your Email Marketing Program Ready for the Holiday Season

It’s November, which means that it’s official: The holiday season is here! Retailers, hopefully you’ve been warming up your subscribers and generating some early holiday sales over the past month or two, but now things start getting serious. To help you make the most of the holiday season, here are 10 tips…

Email Marketing’s Greatest Strength & Greatest Weakness

“Email’s greatest strengths often double as its greatest weaknesses,” says DM News’ Ginger Conlon in the introduction to The Email Opportunist. “Fortunately, savvy marketers can overcome the latter to capitalize on the former.” I was among the 16 experts interviewed for this report on the channel’s greatest strengths and weaknesses. In a…

Email Is Vital to a Sharing Strategy

When you want your customers to share their experiences with your brand, you should not just be thinking about social. You should think about email as well. In Getting the Most from Your Email Content, ClickZ’s Susan Kuchinskas shares details from Sperry’s Odyssey Project, which created individually tailored adventures for nearly 80…

Infographic: Creating Memorable, Shareworthy Email Experiences

All marketers want to create relevant experiences for their email subscribers, but unfortunately the vast majority are not succeeding on a regular basis, according to joint research by Litmus and Fluent. We asked US consumers if they’d received a memorable promotional email in the past 2 months from any of the brands…

4 Characteristics of Contextually Aware Emails

“Email is the most contextual medium—much more than the web,” Kevin Mandeville, Litmus’ content designer, said during a targeting and hacks workshop at The Email Design Conference in Boston last week. “We know much more about our users.” Kevin was speaking mostly about marketers’ ability to target email clients like Outlook and…

‘The Email Episode’ of Salesforce’s new Marketing Cloudcast

I was honored to be one of the first guests on Salesforce’s new podcast, the Marketing Cloudcast, which is hosted by my friends Heike Young and Joel Book. The podcast is available on Soundcloud and via iTunes. In “The Email Episode: Giving Email a Little Respect,” we talk about: What I do…

The Benefits and Challenges of Interactive Emails

How to bring interactivity to email—and whether we should—was a major topic at The Email Design Conference last month. In this article, Fast Company talks with Justine Jordan and I and others in the industry about the benefits and challenges of interactive emails. I summed up the benefits of bringing video, carousels,…

The Savvy, Time-Saving Responsive-Aware Approach to Email Design

While responsive email design is seeing the highest adoption rate among B2C marketers, responsive-aware may be the savviest and most time-efficient approach to creating a mobile-friendly subscriber experience. What’s responsive-aware design? It’s an email design approach that uses responsive design for the headers and footers, while using mobile-aware design for the remaining…

The 5 Levels of Mobile-Friendly Email Design

Sometimes being mobile-friendly can seem black and white. You’re either using responsive design or you’re not. But there are actually gradations of mobile-friendliness, especially in emails. In my latest Marketing Land column, I discuss the 5 levels of mobile-friendly email design: 5. Responsive email design: Email content and layout adjust to user’s…

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