AI Summaries for Email- Design Impacts on Marketers

Like so many application providers, email inbox providers are integrating generative AI into their inbox apps, or allowing GenAI tools to work on top of them. One of the primary uses is to provide summaries of emails.

To better understand how these tools are summarizing email content today, Oracle Digital Experience Agency ran tests with Apple Intelligence and Android AI using emails with varying content and coding elements. Before we detail those test results, let’s talk about the devices where these tools are available.

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

How to Identify & Create More Great Customers

How to Identify & Create More Great Customers

Every company wants more customers. But even more than that, you want great customers. You want customers who are loyal and spend a lot with you. It’s the old 80-20 rule, where 20% of your customers are likely generating 80% of your revenue. Ideally, you’d like to grow that 20%, because increasing it even a little has a huge effect on your business.

Most brands start by asking themselves…

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

The Last Word on October 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

Email Reigns: It’s The Most Popular Channel Worldwide (MediaPost)

SEO in the AI Era: 3 Ways to Adapt (and get AI to mention your brand) (Andy Crestodina)

Connecting for Growth: A Makeover for Your Marketing Operating Model (McKinsey & Co.)

New Summary Cards in Gmail Help Track Purchases, Events, and More (Google)

Cox.net Email Transitioning to Yahoo (Cox)

Thank You Pages: 13 Missed Opportunities (Andy Crestodina)

Speak Easier: A Practical Guide to Public Speaking for Everyone (Jason Rodriguez)

Insightful & entertaining social posts

Noteworthy subject lines

Crate & Kids, 10/4 – NEW | Shop 300+ gifts in our Holiday Gift Guide!
Uncommon Goods, 10/19 – 10 ways to count down to Christmas
Forever 21, 10/24 – JUST IN: Kitschy Christmas 🎄✨
Michaels, 10/8 – 🎄 Discover your dream tree at your one-stop Christmas tree shop!
William Sonoma, 10/4 – 🌟 Baking spirits bright 🌟
adidas, 10/24 – Turn early prep into holiday gifts
Big Lots, 10/24 – BOO-GO Candy? Buy One Get One FREE Halloween Bagged Candy! 🍭
Scout fromBARK, 10/11 – Your dog’s free skeleton hoodie? Gone to-marrow.
Crate & Barrel, 10/26 – Everything you need for Thanksgiving (& every day after)
William Sonoma, 10/19 – The Roaster Event is on! Up to 35% off starts NOW
Petco, 10/7 – Want your dog to smell like delicious apples? 🍎🍂✨
Vuori, 10/4 – Coming Soon: Outerwear
The North Face, 10/11 – Our softest fleece for slower days.
Woot, 10/22 – Winter Called – It’s Running Late, but the Deals Are Right on Time!
Neiman Marcus, 10/12 – How to wear Spring 2025 trends
Quiksilver, 10/26 – Hawaii Collection: Unlock the Island Life 🏝️
Forever 21, 10/25 – Hello Kitty & Friends – NEW styles added!
Best Buy, 10/19 – O.M.G. Get TVs (for as low as $69.99)!
Everlane, 10/12 – People Say It’s Perfect
Scout from BARK, 10/8 – Want $100 of FREE dog sh*t? 🐶💩
Clinique Online, 10/7 – Double cleanse tonight 🌙 Here’s how
Allrecipes Dinner Tonight, 10/26 – Dwayne “The Rock” Johnson’s Midnight Snack Is Hilariously Relatable
Chubbies, 10/18 – NFL x CHUBBIES COLLECTION
Diesel, 10/8 – Diesel x Savage x Fenty

New posts on EmailMarketingRules.com

BIMI Email Standard Gets Big Boost by Becoming Less of a Standard

How to Leverage Email Marketing During the 2024 Holiday Season

Promotions Tab Hysteria Is Back! (Thanks, Apple)

Differentiate Your Messages with These Email From Name Extension Strategies

Fourth Quarter 2024 Holiday Marketing Quarterly

4 Ways to Boost Digital Marketing Margins When Discounting

6 Common Accessibility Myths that Cost Brands Customers

Apple iOS 18: The Most Important Changes for Marketers

The Last Word on September 2024

Good & Bad Reasons to Consider Switching ESPs

Good & Bad Reasons to Consider Switching ESPs

For marketers, changing email service providers (ESPs) is a time-consuming and risky endeavor, so they should be absolutely sure it’s necessary. That was the central message of a panel at the ANA’s 2024 Email Evolution Conference.

Throughout the session, I found myself constantly nodding in agreement. Here are some of the key themes, along with some of my own thoughts on this high-stakes issue.

>> Read the entire article on CMSWire.com

How to Overcome Common AI Mistakes

While generative AI and machine learning tools have much to offer in terms of improving workflows, speed to market, and overall effectiveness across many applications, many organizations are wasting more time and resources chasing AI than actually executing it with meaningful results.

To succeed with AI, brands need to three major elements in place:

  1. The right strategies, people, and processes
  2. Capable technology and high-speed infrastructure
  3. Quality data

When one or more of those elements are lacking, it creates a significant barrier. In our work with clients and through our work with partners, we’ve seen five major types of problems come up again and again. In the 41-minute on-demand webinar below, we discuss those barriers, share lots of examples, and talk about solutions. However, in the remainder of this post, we spotlight those five barriers and summarize how to overcome them.

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

>> Watch the on-demand webinar

BIMI Email Standard Gets Big Boost by Becoming Less of a Standard

New moves by Google and Apple have given the Brand Indicators for Message Identification (BIMI) standard a huge boost. However, those same moves have fractured the email standard by creating multiple paths to various levels of compliance at various inbox providers.

Before getting into those new developments, let’s review the core benefits of BIMI and why it was created by a consortium of inbox providers and email industry vendors.

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

10 Experts on How to Leverage Email Marketing in the Holiday Season 2024

The holiday season is the most critical time of the year for most B2C brands and is the most impactful time of the year for email marketing. Even with substantially higher email frequencies, revenue per email spikes during the holiday season.

To help you get more out of your email marketing efforts during the 2024 holiday season, I join 9 other email marketing experts to share tips to make the season bright. We talk about:

  • Leveraging advanced segmentation and personalization techniques to create highly targeted campaigns
  • Optimizing triggered email workflows for maximum impact and efficiency
  • Incorporating interactive elements (GIFs, videos, gamification) to enhance engagement and drive conversions
  • Crafting compelling and unique subject lines to capture attention in crowded inboxes
  • And more

>> Read all the advice on Uplers.com

Promotions Tab Hysteria Is Back! (Thanks, Apple)

More than a decade after Gmail pioneered tabbed inbox interfaces, and many years after other major inbox providers add tabs to their inboxes, Apple Mail has followed suit with its iOS 18 release. But despite the laggard non-novelty of this change, Apple Mail’s hefty market share has the email marketing industry working itself up into a froth again and bad advice is resurfacing.

If the level of concern about tabs is rising at your organization, here are some things to keep in mind.

>> Read the entire article on MarketingProfs.com

Email From Name Extension Strategies that Help Differentiate Your Messages

Your email from name or sender name is like the logo on your storefront. You’d never lightly change your brand name. You want to be instantly recognizable, whether it’s from the curb or in the inbox. You also want to fully leverage all the investments you’ve made in your brand—which your brand name and logo represent—via advertising, marketing, store environments, and customer experiences.

While you’d surely hesitate to change your brand name, most companies wouldn’t hesitate to hang signs in their windows or big banners on their store facade to communicate what’s happening in their store right now. This is essentially the opportunity that brands have with email from name extensions.

This opportunity exists because most brands’ names don’t take up all of the characters available to them in the friendly from field in the inbox. For example, Gmail displays approximately 20 characters of the from name, and the iPhone’s native email client displays 20-25 characters of a from name, depending on the day of the week that the email was delivered and when the recipient reads the envelope content. So if your brand name is, say, 10 characters long, then you have a solid 10 characters left that you can use to say something else to enhance your message.

Taking advantage of this opportunity can increase your unique open rates by 1.3%, according to Oracle Digital Experience Agency research that compared the performance of campaigns that used from name extensions and those that didn’t. Only 40% of brands use from name extensions for any of their email campaigns, so many organizations are missing out on this relatively easy-to-execute tactic.

If you’re unsure of how to use those extra characters, we have some suggestions based on what we’ve seen brands do and what we’ve done with our clients.

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

Q4 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 this critical time of the year with their email marketing and other digital marketing channels.

The fourth quarter is focused on wrapping up your final prep and then taking action during the holiday season to maximize results and minimize problems. In this Holiday Marketing Quarterly, we cover:

  • Engaging Seasonal Buyers
  • Adjusting Automated Campaigns
  • Leveraging New Capabilities
  • Using Cross-Channel Synergies
  • Doing Incremental A/B Testing
  • Finalizing Your Plans

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