Email Marketing RulesTop Models of the Email Runway: Presented by Fashion Week
Posted on February 12, 2014
In honor of New York Fashion Week, I wanted to share some email-specific tactics for model photography. Of course, models are essential to conveying your brand image and demonstrating products, particularly how a garment looks on its own and with other items. But email presents some unique constraints and goals that model photography can address.
Adjusting to Preview Panes & Email Dimensions: Model photography has to adjust to the fact that while an entire email can be quite long—sometimes even extremely long—subscribers only view small portions of it at a time.
Encouraging Scrolling: Model photography can also be used to encourage subscribers to scroll, chiefly by having models looking down.
Encouraging Clickthroughs: In addition to scrolling, model photography can also spur clickthroughs by focusing attention on key copy and calls-to-action.
>> Read the entire post on the ExactTarget Blog
>> View gallery of email examples on Pinterest
Jan. 2014 B2C Email Volume Falls Post-Holidays: Retailers Sent 18.0 per Subscriber, Non-Retailers 7.3
Posted on February 5, 2014
During January, retailers sent each of their subscribers 18.0 promotional emails on average, down 30% from December. Non-retailers sent each of their subscribers 7.3 promotional emails on average, down 18% from the previous month.
This data is based on the anonymous tracking for more than 150 B2C brands, including retailers, restaurants, manufacturers, travel and hospitality, political groups, and nonprofits.
Among both retailers and non-retailers, decreases in per-subscriber email volume were driven by the end of the holiday messaging. For more on seasonal email marketing trends, check out the Email Marketing Holiday Calendar and this month’s update…
>> Email Marketing Holiday Calendar 2013: January Review
The Last Word on January 2014
Posted on February 4, 2014
A roundup of articles, posts, tweets and emails you might have missed last month…
Must-read articles, posts & whitepapers
What’s The Best Send Time? (MediaPost)
Trade Secret: The Right Response To Engagement-based Filtering (MediaPost)
Personalization Sees Payoffs in Marketing Emails (Emarketer)
Rethinking the Post-Purchase Email Strategy (DEG blog)
Thoughts on “ISP relations” (Word to the Wise blog)
Insightful & entertaining tweets
@EmailKarma: Asked: I’ve purchased a list now what? ME: Sorry you’ve wasted your money… http://t.co/2DJe8e6S2D
@evansmom: #Email quote OTD: “The email subject was ‘Shoes You Won’t Want to Miss.’ But on mobile it was truncated to ‘Shoes You Won’t Want.’”
@mostew: ~ @TWalk yep. The annual “death of email” prediction by Facebook is growing old faster than its user base.
Great additions to the Swipe File pinboards
Bonobos newsjacking email sent 1/19/14 >> View the pin
Banana Republic reengagement email sent 11/30/13 >> View the pin
Home Depot in-store pin pad email opt in >> View the pin
Amazon.com progressive profiling email sent 12/2013 >> View the pin
Noteworthy subject lines
Crate & Barrel, 1/31 — The best bars for the big game.
Chili’s, 1/29 — Call Chili’s for the Big Game!
Ninety Nine, 1/29 — Enjoy the Big Game with $5 Off Boneless Wings Crowd Pleazers
Pepsi, 1/23 — Get hyped for halftime at Pepsi.com!
Pier 1 Imports, 1/24 — Sometimes what’s under TV matters as much as what’s on TV.
Crutchfield, 1/12 — A picture that will bowl you over
Sephora, 1/25 — It’s Opposite Day (for real)
Victoria’s Secret, 1/28 — February 14th is #BombshellsDay
Saks Fifth Avenue, 1/23 — Our Editor’s Valentine’s Day Gift Picks
ModCloth, 1/27 — Order by 2/3 to get gifts & goodies by V-Day!
Express, 1/29 — Got a hot date? Here’s $30 off to put together an outfit
Lands’ End, 1/29 —All you need is . And some of these
Apple, 1/29 — Valentine’s Day and iPad. Made for each other.
ThinkGeek, 1/24 — ThinkGeek now shipping long-stem kittens
Etsy, 1/19 — K.I.S.S.I.N.G.
Wayfair, 1/19 — Kiss clutter goodbye!
Expedia, 1/17 — Orlando deals, St. Patty’s in Dublin & more
Moosejaw, 1/23 — Winter Running Gear for Walrus Season
Anthropologie, 1/29 — A sweater for whatever the weather.
Etsy, 1/20 — Shop Where You Are
Drs. Foster & Smith, 1/28 — Your Canine Heartworm Questions Answered
Threadless, 1/27 — What the heck is a parabumba?
Sony, 1/24 — We’re Sorry the Xperia Z1S Smartphone Was Hard to Shop | Get It Now at T-Mobile
West Elm, 1/26 — 6 sales = 6 ways to redo a room.
Lululemon, 1/14 — it’s dark. let’s do it.
Dunkin Donuts, 1/9 — Stay fueled with Dunkin’ Energy Bars
Target, 1/28 — This email address is changing, but our deals won’t stop.
The Container Store, 1/3 — $2500 elfa makeover = reason to dance
REI, 1/1 — Motivate, Activate, Accelerate – Resolve to Get Moving
Express, 1/1 — Struggling to get out of bed? 40% OFF jeans might help…
Most popular posts on EmailMarketingRules.com
1. 100 Inspiring Email Marketing Subject Lines
2. The Many Uses (and 2 Drawbacks) of Animated Gifs
3. The One-Two Punch of Subject Lines and Preheaders
The Questions My #EEC14 Panel Didn’t Get to
Posted on January 29, 2014
I had the pleasure of speaking on a panel last week at the Email Evolution Conference with fellow email marketing book author Simms Jenkins. We crowdsourced questions online for our session, in addition to taking questions from attendees—but, of course, we didn’t get through them all. So I wanted to go ahead and answer some of the ones we didn’t get to.
BR from Atlanta asked: “Any thoughts/insights on how the recent image caching would affect tools like Litmus and other tacking tools that use pixel beacons as it relates to mobile vs desktop opens?”
KS from Atlanta asked: “How do you think Gmail’s most recent update (when you’re composing a new email, Gmail will suggest your Google+ connections as recipients) affect email marketing as a whole?”
Anna Yeaman from LA asked: “How many emails are responsive & how does that stack up against websites (11-12%) based on bit.ly/1mk5Q7I are we ahead?”
Laura G. from Atlanta asked: “What changes do you foresee in relation to data privacy over the course of the next few years and how will this impact email marketing?”
JM from Atlanta asked: “Within the restaurant industry, what day of the week has the highest email open rates?”
JM from Atlanta also asked: “What are the top 3 digital marketing trends for 2014?”
>> Read my answers to these questions on the ExactTarget Blog
The State of Email Marketing Is…
Posted on January 28, 2014
…strong, but could be stronger, according to the finding of our 2014 State of Marketing report, which surveyed more than 2,500 marketers. First, the testaments to email’s strength:
Eighty-eight percent of marketers use email marketing and another 9% said they plan to launch an email program this year. Only 3% said they don’t plan on using email marketing.
Sixty-eight percent of marketers believe that email marketing is core to their business. That’s an impressive endorsement of the channel.
Fifty-eight percent of marketers plan on increasing their spending on email marketing this year. Only data & analytics (61%) and marketing automation (60%) rated higher as spending priorities.
But marketers’ key priorities clearly revealed two chief opportunities…
>> Read my entire Email Insider column on MediaPost.com
100 Inspiring Email Marketing Subject Lines
Posted on January 22, 2014
The most effective subject lines are straightforward and predispose openers to engage with the content of an email. However, creativity has its place.
Whether you’re newsjacking, promoting a non-sales message or just conveying your brand’s attitude, creativity in less than half the length of a tweet can give your emails the edge—especially when your subject line is backed up with great email content.
To spark some ideas, here are our picks for 100 of the most inspiring subject lines since 2006, along with some notable trends and events through the years that have affected email subject lines.
Broadening the Appeal of Mother’s Day, Graduation and Father’s Day Promotions
Posted on January 16, 2014
Why pitch your subscribers on buying one gift when you could be convincing them to buy two? A number of retailers have applied this thinking to their Mother’s Day, graduation and Father’s Day messaging in recent years.
In order to increase average order sizes and get sales where they wouldn’t have otherwise gotten, retailers have use two key tactics: They’ve either:
(1) broadened the definition of mom, grad or dad; or
(2) targeted those associated closely with the mom, grad or dad.
>> Read the entire post on the ExactTarget Blog
>> View gallery of email examples on Pinterest
Get Your Burning Email Marketing Questions Answered
Posted on January 7, 2014
Help us help you. Fellow email marketing book author Simms Jenkins and I want to answer YOUR questions during our All-Star Email Marketing Author Session at the Email Evolution Conference in Miami Jan. 24 at 10:20am.
Not attending? No problem. We’ll be answering some of the questions in future columns and blog posts as well, so please speak up.
>> Submit your own question or cast votes for the questions you want answered most
The Last Word on December 2013
Posted on January 6, 2014
A roundup of articles, posts, tweets and emails you might have missed last month…
Must-read articles, posts & whitepapers
What’s Your Post-Holiday Email Plan? (MediaPost)
4 Data-Fueled Insights On How People Are Using Gmail’s Tabbed Inbox This Holiday Season (Marketing Land)
Personal @instagram.com email addresses could be part of the app’s new messaging service (Digital Trends)
Big Data & Big Profits: The One Infographic That Will Show You How to Find $200 Billion (LinkedIn)
Insightful & entertaining tweets
@coskier: #emailmarketing RT @LorenMcDonald: At point of unsubscribe @LivingSocial able to salvage 30% of customers with opt-down option #mpeis
@coskier: My experience – avg list had about 75% Inactive. Mgmt freaked out when I said we should purge. Quality beats quantity in my mind. #mpeis
@jacaldwell: #testify RT @History_Pics: 1993 vs 2013: http://t.co/y4PEwX2PtO
@justinpremick: Nice example of relevant, timely #emailmarketing content from @pandora_radio #NewYearsEve pic.twitter.com/UsTSvL5DAm
Great additions to the Swipe File pinboards
Twitter email sent on 12/15/13 >> View the pin
Warby Parker email sent on 11/27/13 >> View the pin
Moosejaw email sent on Moosejaw >> View the pin
Democratic Congressional Campaign Committee’s email opt-out confirmation page >> View the pin
Noteworthy subject lines
Feeding America, 12/31 — Give before midnight tonight
Walgreens, 12/23 — Have FSA Dollars? Don’t lose them, shop now! | 20% OFF Contacts
Furniture.com, 12/29 — Our Top 5 Blog Posts of 2013
Express, 12/30 — Be the hottest girl at the party
Epicurious, 12/25 — Best New Year’s Recipes Ever: Tasty Hors d’Oeuvres, Party Punches, and Day-One Brunches
Morton’s, 12/20 — Count Down to a New Year with Morton’s!
Etsy, 12/20 —3…2…1…
Saks Fifth Avenue, 12/15 — New Year’s Dresses: Countdown to WOW
The Container Store, 12/28 — Make storing Christmas toys child’s play
Nikon, 12/27 — Genuine Nikon accessories for your D-SLR
Target, 12/30 — Fun ways to use that gift card.
Lenovo, 12/27 — Holiday gift cash to spend? Save up to $580 on PCs.
J.Crew, 12/27 — New arrivals: permission to shop for yourself again
Apple, 12/26 — Do a little more receiving.
Aeropostale, 12/26 — Time to Gift Yourself! $5 Tee, $10 Hoodies + Up To 70% Off Everything!
SkyMall, 12/26 — Spend Your Holiday Cash at SkyMall
Monterey Bay Aquarium, 12/19 — Best Fishes and a Happy New Year!
Southwest, 12/24 — Ho-Ho-Hold Onto Your Sleigh, More Low Fares Just Arrived Today. Book Now & Save!
Urban Outfitters, 12/24 — It’s not too late: Get to your local UO Store or Send an E-Gift Card Instantly!
Fossil, 12/24 — Need a last-minute gift? Send a Fossil E-Gift Card
Anthropologie, 12/23 — Our stores are glowing; stop by & warm up!
MAC Cosmetics, 12/23 — There’s still time for Free Overnight delivery!
Daily Candy, 12/21 — Giftable Apps Worth the Thank-You E-Card
Petco, 12/22 — Gift yourself: Buy one $25 eGift Card & get a $5 eGift Card FREE!
Zazzle, 12/22 — Holiday shopping done? Here’s 50% off just for you!
Karmaloop, 12/22 — NEWS FLASH: Santa is Too Drunk to Drive His Sleigh (Save XMas with FREE Overnight Ship + 40% Off)
WebMD, 12/17 — Sick? 10 Tips to Get Through the Day
Subway, 12/17 — Take a break from holiday shopping. Stop in to get your $2 sub! (P&P may vary. $ higher in AK and HI)
Coldstone Creamery, 12/12 — Free Bonus $5 eGift with purchase of $30 or more
Adidas, 12/14 — #adidasmutombo is back in black
Threadless, 12/12 — Adorable with a side of WTF.
Pier 1 Imports, 12/12 — The lights are up, the tree is trimmed—it’s your table’s turn.
The Container Store, 12/11 — Spoiler Alert! We’re on Ellen Today!
Victoria’s Secret, 12/10 — It’s showtime! VS rocks the runway TONIGHT.
Apple, 12/10 — Give an engraved iPad Air. Order by Dec. 11.
J.Crew, 12/10 — A six-letter word for holiday…
Walmart, 12/9 — Green means go! Start saving on Green Monday.
eBags, 12/9 — It’s Green Monday! Hot Holiday Deals + Save 20% Sitewide & Free Shipping!
Toys “R” Us, 12/9 — Green Monday = Savings! Here’s a 15% OFF Coupon!
Uncommon Goods, 12/9 — WARNING: Glitter and Tiny Animals Inside
Wayfair, 12/9 — Holiday hosting made easy? It’s a Christmas miracle
Michael’s, 12/18 — What’s the #1 Gift of the Year?
Wine.com, 12/4 — And our #1 wine is… The Wine.com 100 is here!
Sony, 12/4 — Need Gift Ideas? Check out Our Top Pinned Products
Neiman Marcus, 12/5 — 12 Days of Handbags Sweeps!
Costco, 12/4 — 12 Days of Christmas Deals Start Today! Day 1: Gift Baskets!
Horchow, 12/4 — 12 Deals of Christmas + up to 25% off Decor + FREE shipping sitewide
eBags, 12/4 — 12 Days of Deals Starts Now! Today – Carry-On Luggage – Take 20% Off 1 Item + Free Shipping!
Threadless, 12/5 — Mmmm…Simpsons Tees.
Uncommon Goods, 12/7 — Happy Krampusnacht!
Godiva Chocolatier, 12/3 — RSVP Now: Save 25% when you host a GODIVA Shopping Party!
Walgreens, 12/3 — Our Gift to You: 40% OFF Holiday Photo Cards + New Mobile App Features
Banana Republic, 12/3 — You asked, we listened: Try Reserve in Store today.
American Red Cross, 12/3 — Did you know it’s #GivingTuesday?
Feeding America, 12/3 — How will you give back? #GivingTuesday
Make-a-Wish Foundation, 12/3 — Wish of the Month: Aaron’s Wish + today is GivingTuesday!
ASPCA, 12/3 — Giving Tuesday: Make a Difference for Animals
Earth Day Network, 12/3 — Giving Tuesday: Your Chance to Save the Asian Elephant
St. Jude Children’s Hospital, 12/3 — Be part of Giving Tuesday with gifts that give
J.Crew, 12/2 — Even your boss is shopping today
Dunkin’ Donuts, 12/2 — Free shipping today only, use code FSCYBER
DailyCandy, 12/1 — 14 Post-Tryptophan Pick-Me-Ups
Most popular posts on EmailMarketingRules.com
1. The Many Uses (and 2 Drawbacks) of Animated Gifs
2. Infographic: Email Insights & Trends from Thanksgiving, Black Friday & Cyber Monday
3. My Dreamforce Presentation: The Good, the Bad, and the Best
Dec. 2013 B2C Email Volume Soars: Retailers Sent 25.9 per Subscriber, Non-Retailers 8.8
Posted on January 3, 2014
During December, retailers sent each of their subscribers 25.9 promotional emails on average, up 26% from November. Non-retailers sent each of their subscribers 8.8 promotional emails on average, up 27% from the previous month.
This data is based on the anonymous tracking for nearly 150 B2C brands, including retailers, restaurants, manufacturers, travel and hospitality, political groups, and nonprofits.
Among both retailers and non-retailers, increases in per subscriber email volume were driven by holiday messaging, kicked off by a high-volume Cyber Monday and Cyber Week. For more on seasonal email marketing trends, check out the Email Marketing Holiday Calendar and this month’s update…
>> Email Marketing Holiday Calendar 2013: December Review & January Preview
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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