Voice Assistants Reading Emails: How to Create Voice-Friendly Campaigns

Accessibility and inclusive design have become major digital marketing design trends as brands recognize the need to be more welcoming and considerate of consumers with a wider range of needs. Making email campaigns more voice-friendly is one element of this effort. However, it’s not without some contradictions and compromises.

Let’s look at why, and how marketers can best adapt.

>> Read the entire post on Oracle’s Modern Marketing Blog

Pressure Builds for New National US Privacy Law as State Laws Pile Up

Momentum toward a new comprehensive US privacy law started with the California Consumer Privacy Act (CCPA), which passed in 2018 and went into effect in 2020. Since it was signed into law, more than a dozen other states have passed their own privacy laws to enhance consumer privacy rights, regulate the collection and use of personal information by businesses, and establish mechanisms for enforcement and compliance.

Costs and complexities of complying with the patchwork of state privacy laws is creating headaches for regional, national and international organizations. Because of that increasing frustration among businesses, Congress has finally felt the pressure to act. Last month, it introduced the bipartisan American Privacy Rights Act (APRA).

While that bill winds its way through Congress, facing revisions and uncertain passage, marketers must comply with an ever-growing list of state-level privacy laws from California, Texas, Florida, New Jersey, Virginia, Colorado, Tennessee, Indiana, Colorado, and others.

In this post, Oracle Digital Experience Agency’s Brian Sullivan discusses how marketers can adapt to these laws, but first he talks about what these laws currently require.

>> Read the entire post on Oracle’s Modern Marketing Blog

The Last Word on April 2024

The Last Word

A roundup of digital and email marketing articles, posts, and social buzz you might have missed last month…

Must-read articles, posts & reports

Google Delays Third-Party Cookie Deprecation Until Likely 2025 (CMSWire)

Research on the Google HubSpot Acquisition: 48% Would Consider Switching (Email Vendor Selection)

Beefree Acquires Really Good Emails (Beefree)

Dear Google, it’s time for better CSS support in Gmail (The Email Factory)

F-Shape Pattern And How Users Read (Smashing Magazine)

Career Paths for Email Marketers (Jacques Corby-Tuech)

Insightful & entertaining social posts

Noteworthy subject lines

Scout from BARK, 4/1 – We now make stuff for cats. Welcome to CatBox.
MoMA Design Store, 4/1 – April Fools’! Designs That Trick the Eye
Zales, 4/1 – Don’t Want Mother’s Day Emails?
The North Face, 4/29 – This year, give mom more outdoors.
Fanatics.com, 4/23 – Game On, Graduation Edition
Tumblr, 4/22 – World Earth Day 2024 🌎🌍🌏
AE Earth Day, 4/22 – Trade in a pair of jeans & get $10 off a new pair! 👖
FIGS, 4/19 – Hurry! Our ♻️ Bin is Almost Full
vineyard vines, 4/3 – And They’re Off: Kentucky Derby Looks Are In
Spirit Halloween, 4/24 – 😱 Spirit’s Grand Opening August 1
Superdry, 4/11 – Lightweight Jackets For The New Season
ECCO, 4/3 – Spring vibes = big spring savings
Gap Email Exclusive, 4/1 – It’s Crochet EVERYTHING season
Patagonia, 4/20 – Made for climbing
Crate & Barrel, 4/13 – Three words: Patio. Pizza. Party. 🍕
Crate & Barrel, 4/19 – The best outdoor get-togethers are spontaneous
Clinique Online, 4/12 – A makeup lover’s MUST DO.
Lego® Family, 4/26 – Become LEGO® Star Wars™ directors!
Abercrombie & Fitch, 4/19 – Be the main character.
Clinique Online, 4/12 – Our treat. Eye drama that’s safe for sensitive eyes 🖤🎉
IKEA Family, 4/12 – Which one do you want to go to bed with?
Williams Sonoma, 4/28 – Join us for an evening with Ina Garten
Bass Pro Shops, 4/20 – Check Out Chris Janson’s New Music Video!
Target, 4/17 – Pre-order Taylor Swift’s The Tortured Poets Department CDs 🤩
Bitly Team, 4/23 – Taylor Swift gives a QR Code masterclass?
Williams Sonoma, 4/12 – Entertain like a queen 👑 Shop the Bridgerton Collection
Fanatics.com, 4/8 – NEW! Darius Rucker Spring Collection!
kate spade new york, 4/17 – Just dropped: Disney x kate spade new york
Gap, 4/13 – New Disney DROP
Scout from BARK, 4/11 – Now Boarding on BARK Air: Your Dog 🛫

New posts on EmailMarketingRules.com

AMP for Email: The Present & Future of the Standard

The Biggest Email Marketing Opportunities for B2B Brands

Second Quarter 2024 Holiday Marketing Quarterly

When to Use Retina Images in Emails and When to Avoid Them

How to Prioritize Email Personalization’s Perennially Moving Target

The Last Word on March 2024

The Right Success Metrics - Depends on Your Email Marketing Business Model

As frustrating as it is to hear “It depends” when you need an answer, it’s far worse to get an overly simplified answer that flattens all the nuance out of a situation. Often, that’s the case with email marketing success metrics.

Email opens? Clicks? Revenue? Chances are you’ve seen those held up as the end goal for email programs. And they may be for you. However, they’re most likely not. And even if one or more of those metrics are, they’re likely not the only metrics you should care about.

That’s because every industry is unique, and that uniqueness should be reflected in the overall mission of your email program, as well as your key performance indicators. That said, there are some commonalities. In the fourth edition of my book, Email Marketing Rules, I discuss four buckets that companies’ email programs tend to fall into:

  1. Revenue-driven email programs
  2. Lead-driven email programs
  3. Retention-driven email programs
  4. Engagement-driven email programs

Each of those types of programs have their own goals, and therefore their own KPIs. Let’s talk about each one.

>> Read the entire article on CMSWire.com

AMP for Email: The Present & Future of the Standard

When AMP for email was officially launched in March of 2019 by Google, it promised to bring standards-based interactivity and real-time content to inboxes, allowing brands to bring landing page and app-like functionality into their emails. With AMP for email components allowing marketers to create forms, carousels, accordions, drilldown menus, and much more, the potential payoffs for brands and consumers were huge. Indeed, some marketers using AMP for email have seen their engagement rates more than double.

However, most brands have found that reaping those benefits are impossible given the current barriers. Let’s talk about what those are and how they might be overcome.

>> Read the entire post on Oracle’s Modern Marketing Blog

The Biggest Email Marketing Opportunities for B2B Brands

B2B marketers have tons of upside opportunities to improve their email marketing programs. That’s the positive spin on one of the central findings of the inaugural State of Email Trends report from Litmus and Oracle Digital Experience Agency, which found that B2B brands have adopted a wide range of email marketing trends at substantially lower rates than B2C brands.

I know B2B brands don’t like to be compared to B2C brands. Some think it’s unfair, while others think it’s just inappropriate. Apples and oranges.

However, I’ll confess I think the differences are more like apples and pears at this point. For example, B2B brands used to have very different deliverability circumstances because most businesses ran their own email servers. Today, lots of businesses use G Suite or Office 365, which use the same spam filtering algorithms and email rendering engines as consumer inboxes Gmail.com and Outlook.com. Plus, lots of employees access their work email via Apple Mail and other mobile email apps consumers use, too. And since every B2B customer and prospect is also a consumer, the experiences they have with B2C brands affect their expectations for how B2B brands should treat them.

I’m not denying there aren’t significant differences between B2B and B2C businesses, but they have shrunk over time and don’t justify the differences in adoption of email marketing elements, tactics, and technologies we found in our research. Again, that means B2B brands have many opportunities to take advantage of that can boost the performance of their programs.

>> Read the entire article on MarketingProfs.com

Q2 2024 Holiday Marketing Quarterly

The holiday season doesn’t have an off-season. Having a successful holiday season means executing a successful year-round strategy. Oracle Digital Experience Agency’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter plan for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels.

Our second quarter checklist is focused on finishing your review of the 2023 holiday season and then making a range of improvements to everything from subscriber acquisition to performance reporting to campaign production. In this Holiday Marketing Quarterly, we cover:

  1. Holiday Messaging Competitive Intelligence
  2. Audience Acquisition Source Optimization
  3. Unsubscribe Process Optimization
  4. Improving Analytics & Reporting
  5. Experimentation & Testing
  6. Accelerating Campaign Build Processes

For the full checklist…

>> Get the Holiday Marketing Quarterly via free, no-form download

When to Use Retina Images in Emails and When to Avoid Them

Because of the prevalence of full- and ultra-HD monitors and smartphone screens, marketers need to use retina images to ensure that their emails look crisp and professional. However, that doesn’t mean that every image in an email needs to be retina-quality.

Marketers should use retina images in their emails only when it creates a significantly better experience in terms of readability or impression. Otherwise, they should avoid them.

We’ll explain exactly why that is and exactly when to use retina images, but first let’s be clear about what we mean by a retina image.

>> Read the entire post on Oracle’s Modern Marketing Blog

How to Prioritize Email Personalization's Perennially Moving Target

Email personalization has been a major priority for marketers for well over a decade. In Oracle Digital Experience Agency’s annual Email Marketing Survey, personalization has been among the top three trends in terms of both adoption and impact for all five years that we’ve done the survey. This finding is echoed by lots of other surveys, all of which indicate marketers putting significant effort into using their subscriber data to make their campaigns significantly more individually relevant.

You might react to this long-term trend by thinking one of two things:

  1. Wow, personalization is perennially a good investment that pays off.
  2. Yikes, personalization is clearly really difficult to execute on, otherwise we’d be moving on to other priorities as an industry.

When I recently spoke with Everyone Hates Your Brand podcast host Rob Voase, the latter was top of mind for him. He asked me:

What is it that is so hard to get right about personalization? Is it poor data? Is it legacy systems? Is it just too much hassle to do it? Why does personalization seem to be continually on the top of the list of things to do?

Those are all great questions, but let’s start with the last one, because that one gets at the core of the issue.

>> Read the entire article on CMSWire.com

The Last Word on March 2024

The Last Word

A roundup of digital and email marketing articles, posts, and social buzz you might have missed last month…

Must-read articles, posts & reports

Gmail: New Compliance Dashboard in GPT (SpamResource)

Analyzing the CEO–CMO Relationship and Its Effect on Growth (McKinsey & Co.)

Is Marketing Ready For RCS? (Only Influencers)

The AI Act Is Done. Here’s What Will (and Won’t) Change (MIT Technology Review)

Chatbot Letdown: Hype Hits Rocky Reality (Axios)

Using Generative AI for Data Analysis and Reporting (Only Influencers)

Insightful & entertaining social posts

Noteworthy subject lines

The Home Depot, 3/19 – 🌼 Spring: Day 1 🌼
vineyard vines, 3/19 – New Styles For Every Spring Event 🎉
IKEA Family, 3/25 – Create a budget-friendly, backyard oasis.
Big Lots, 3/5 – New patio collections are here!
West Elm, 3/9 – Get growing 🌱 New planters
Crate & Barrel, 3/7 – Early spring produce…swoon. Get the recipes + tools you’ll need →
Clinique Online, 3/21 – The sunless way to bronzy brilliance.
vineyard vines, 3/12 – NEW: All The Best Shorts For Spring
Huckberry, 3/5 – Relwen Founder’s Top 4 Picks for Spring
Nintendo, 3/5 – Kick off MAR10 Day with classic Mario icon elements!
Scout from BARK, 3/10 – 🏆 And the award for best last-minute shopping goes to… 🫵
Uncommon Goods, 3/11 – Fill Your *Perfect* Easter Basket in 4 simple steps
Goldbelly, 3/11 – ☘️ A Box o’ FOOD At the End of The Rainbow! 🌈🎁
Scout from BARK, 3/17 – FREE first box! No, you’re not drunk. (But we are.)
Scout from BARK, 3/12 – This FREE TOY was a WOMAN’S idea 💡👏
Huckberry, 3/21 – Introducing: The 72-Hour Pant, Tested in Tasmania
Vuori, 3/21 – Water-Resistant. Packable. Ultra-Light.
kate spade, 3/12 – Clear the way for Clare!
The North Face, 3/21 – The North Face x UNDERCOVER collection drops soon
IKEA Family, 3/21 – 3 ways to conserve water and live more sustainably
Allrecipies, 3/26 – Barbra Streisand’s 5-Ingredient Meal Is So Relatable
Crate & Barrel, 3/24 – 4 secrets for the *perfect* outdoor space
Clinique Online, 3/24 – Inside! Your spring LIP-SPO 💋💋💋
Urban Outfitters, 3/11 – new graphics 🥵
Crate & Barrel, 3/11 – ⭐⭐⭐⭐⭐ | “This couch has become my favorite piece of furniture.”
MoMA Design Store, 3/11 – ”You can’t go wrong with this coffee maker!”

New posts on EmailMarketingRules.com

Unlocking the Benefits of a Customer Data Platform [with on-demand webinar]

Mastering Retargeting: 5 Essential Strategies for Digital Marketers

Email Marketing Sustainability: Everyone Can Play a Part

A/B Testing vs. Multivariate Testing: Which Is Better for Your Website?

Inc.: Want Higher Open Rates? Send Good Emails Consistently

The Email Marketing Trends that Are Seeing Adoption & Success

The Biggest Shifts in Email Marketing Trends for 2024 [with on-demand webinar]

Email Marketing Trends for 2024: Proven Essentials

The Last Word on February 2024