The Pros and Cons of AMP for Email

AMP for Email: The Pros and Cons for Marketers

Subscribers expect email content to cater to their individual needs and circumstances. They have the same expectations of email design, which is why we’ve spent the better part of the past decade making our emails mobile-friendly.

Email interactivity and now AMP for Email are the next waves in this tidal trend of creating individually compelling email experiences based on each subscriber’s behavior and email reading environment.

While AMP for Email offers many benefits, there are challenges, as Oracle Marketing Cloud Consulting’s Henry Alva, Heather Goff, and Jennifer Lancaster Dana explain. Those challenges include:

  • Marketers need to learn the AMP for Email coding language.
  • It requires a new MIME type to be written and QAed.
  • It requires email service providers to support the new MIME type.
  • To render this MIME type, Google requires that senders maintain a positive Gmail sending reputation.
  • It will change subscriber behavior and metrics.
  • AMP for Email may fail.

To learn more about these challenges, as well as all the benefits of AMP for Email…

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

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

Because of the prevalence of high-DPI screens, marketers need to use retina images to ensure that their emails look crisp and not cheap. However, that doesn’t mean that every image in an email needs to be a retina image.

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.

Oracle Marketing Cloud Consulting’s Kathryn Alva, Patrick Colalillo, and I 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

The Last Word on March 2019

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

Must-read articles, posts & reports

Email Marketing ROI: What leads to better returns? (Litmus)

Take action and stay up-to-date with dynamic email in Gmail (Google)

Audiences, targeting and signups (Word to the Wise)

Good Copy is Good Design: 4 Ways Copy Impacts Design & UX (DEG)

Insightful & entertaining tweets

Noteworthy subject lines

Ann Taylor, 3/14 – Nominate A Revolutionary Woman
Democrats, 3/14 – The youngest, most diverse group of women elected to Congress
Horchow, 3/12 – Your guide to the 2019 design trends
J.Jill, 3/12 – Introducing the Web Edit: limited-edition styles, online only.
Garnet Hill, 3/12 – Spring is eco-friendly – and embroidered!
Banana Republic, 3/10 – This denim jacket = spring’s perfect layer
Banana Republic, 3/20 – When it’s too warm for a jacket, try a cardigan…
Aeropostale, 3/12 – FREE Shipping When You Buy Jeans Or Shorts
REI, 3/20 – We’re Rewarding Co-op Members. Preview the Deals.
Godiva Chocolatier, 3/21 – ENDS TODAY! Win 1 Year of GODIVA Chocolate.
MoMA Design Store, 3/12 – A Square Tea Kettle?
ModCloth, 3/11 – Do you go against the current?
Foot Locker, 3/30 – Missed the big launch? We got you.
ThinkGeeks, 3/14 – What’s a Geek’s Favorite Dessert? Pi
Kate Spade, 3/21 – where did you get that little straw bag?
Kate Spade, 3/24 – your weekend wardrobe question answered
Zales, 3/7 – Thanks, It’s New
Nordstrom Rack, 3/24 – There’s no place like out of office
Saks Fifth Avenue, 3/29 – These dresses guarantee a glamorous evening
Express, 3/14 – What every gentleman, scholar and NBA Game Changer has in his closet
Saks Fifth Avenue, 3/12 – 3 weekend-ready looks whatever your plans may be
Feeding America, 3/29 – Three awesome ways to fight hunger in your own community
Levi’s Blog, 3/12 – Our top 4 stories, ready for reading
Democrats, 3/12 – This is a long email, Chad, but what’s inside is important
Petco, 3/7 – The magic of tidying up your dog’s space
ModCloth, 3/19 – A peek behind this month’s collection
Saks Fifth Avenue, 3/30 – Access Granted: An exclusive look at a day in the life of the SaksFirst Limitless Director
Hasbro Pulse, 3/28 – A look at how Transformers figures are made

New posts on

Email Deliverability Quarterly: Gmail’s TensorFlow, VMG Supports List-Unsubscribe, and More

Mobile Matters Podcast: Email Is NOT Dead. Stop Asking. 

9 Reasons Why Email Marketing Is Still the King of Customer Engagement

Demand Gen Report: B2B Marketers Integrating Email with Other Channels to Boost Performance

Webinar Recording + Q&A: The Trends & Strategies That Will Shape Your Email Program in 2019

Voice-Assistants Reading Emails: How Marketers Can Adapt

The launch of the Apple iPhone in 2007 prompted a decade-long effort for marketers to make their emails mobile-friendly. The rise of voice-assistants will likely have a similar impact on email marketers, although less tectonic and probably much messier.

In this blog post, Oracle Marketing Cloud Consulting’s Kathryn Alva, Henry Alva, and Kristin McCambridge look at:

  • The rise of voice-assistants reading emails
  • The limitations of voice-assistants in terms of interacting with emails
  • How voice-assistants read emails
  • How voice-assistants handle emojis, special characters, creative spacing, and other subject line and copy issues
  • How email accessibility can help voice-assistants read your emails correctly
  • How the order of table cells and content blocks affect the reading of emails
  • Plus some examples of subject lines and how voice-assistants read them

For all of this and more…

>> Read the full post on the Oracle Modern Marketing Blog

Email Deliverability Quarterly: Gmail’s TensorFlow, VMG Supports List-Unsubscribe, and More

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s why even the best email marketing programs suffer deliverability problems sometimes.

To help you avoid trouble, the deliverability practice at Oracle Marketing Cloud Consulting (OMCC) shares the latest news and tips for what to watch out for in our inaugural Email Deliverability Quarterly.

In this post, Dan Deneweth, Heather Goff, Clea Moore, and Brian Sullivan explain how the following will impact marketers’ email deliverability:

  • Gmail Rolls Out TensorFlow AI to Filter More Spam
  • Verizon Media Group Announces Support for List-Unsubscribe
  • Verizon Media Group Launches Postmaster Site
  • Return Path Losing Gmail Panel Data

For the full discussion of each of these issues…

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

Mobile Matters - Chad White

How many times have you seen a headline claiming that email is dead? You’ve likely seen this headline countless times and probably have clicked on a few articles about it, too. However, the truth of the matter is that email is NOT actually dead and is very much alive.

I drove this point home when I spoke with Stephanie Cox, the host of the Mobile Matters podcast. However, we talked about a wide range of topics, including…

  • How I got my start in email marketing
  • The biggest changes to email marketing over the past decade
  • What has driven changes at inbox providers and regulators
  • How to measure email marketing success
  • Best practices for mobile email design
  • The impact of smartwatches

For a full discussion of each of those topics and more…

>> Listen to the podcast 

Why Email Is Still the King of Customer Engagement

So many things were supposed to make email obsolete: Facebook, Slack, mobile push—even RSS was once talked about as an email-killer. It turns out that pronouncing email dead is simply a common marketing ploy rather than any kind of market reality.

Email marketing’s return on investment remains stellar, returning $38 for every dollar invested it, according to Litmus research. And market buzz is coming back around on email. For instance, The Wall Street Journal recently called email The Hot New Channel for Reaching Real People and The Guardian says that nothing will replace email “in the near future, and probably not in the far future.”

Why is email marketing so powerful? Here are our top 9 reasons:

  1. Email is ubiquitous. Everyone has an account (or two) and uses it.
  2. Email is the account of record.
  3. Email is the most preferred channel for brand communications.
  4. Email is an open platform that no one owns, which keeps costs low.
  5. Email supports rich content, allowing highly engaging experiences.

For the remaining four reasons, and for a discussion of each reason…

>> Read the full post on the Oracle Modern Marketing Blog

Integration With Social, SMS & Other Channels Improving Relevance & Results From Email Campaigns

Email continues to be the top channel marketers use to drive demand, according to Demand Gen Report’s 2019 Demand Generation Benchmark Survey. But B2B marketers are increasingly integrating email marketing with their efforts in social, SMS, push, and other channels to maximize the impact.

“I have so many clients asking about integrating additional channels, such as social, SMS and direct mail, with their email marketing,” Kim Roman, Senior Principal Consultant for Oracle Expert Services, told Demand Gen Report. “Many are looking to apps that integrate directly with their email marketing platforms, so they can either use email to follow up, continue the conversation from other channels or interact with customers/prospects via other channels based on their interaction with emails.”

Adopting an ABM-based approach can take your program up a notch and improve performance. But if you are not in a position yet to make the technological leap to omnichannel campaigns, I explain that you can ready your organization by breaking down silos and better sharing cross-channel insights internally.

I advise email marketers to meet regularly with their marketing counterparts in social, SEM, advertising, print and elsewhere to share insights. Use email to test messaging and imagery and then use the winner in a print campaign. Use keywords that are performing well in search in the subject lines of your emails. Person-to-person knowledge sharing is a great way to lay the organizational groundwork for working toward a sophisticated omnichannel future.

>> Read the full article on

The Trends and Strategies that Will Shape Your Email Program in 2019

The email industry is constantly changing, and keeping up with what’s new can feel like an impossible task.

Join me, Campaign Monitor’s Logan Baird, and Litmus’ Jason Rodriguez, Alice Li, and Bettina Specht as we break down the key insights from Litmus’ 2019 State of Email Report, explain the trends that are changing the industry, and provide practical advice on what those changes mean for your email program.

In this webinar, you’ll learn:

  • How to display images, coupon codes, and more in Gmail’s revamped Promotions tab—and why utilizing structured data will become even more important in 2019.
  • Why the rise of voice assistants makes it more important than ever to create accessible emails.
  • Why the email industry’s continual consolidation will impact your email tech stack going forward.
  • And more!

To watch the recording, view the slides, and read the Q&A…

>> See the entire post on the Litmus blog

The Last Word on January 2019

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

Must-read articles, posts & reports

The Hot New Channel for Reaching Real People: Email (Wall Street Journal)

Reputation is in the eye of the beholder (Word to the Wise)

You’ve Still Got Mail (Forrester)

Sailthru Joins the CM Group Family of Brands (Sailthru)

Insightful & entertaining tweets

Noteworthy subject lines

Wegmans, 1/2 – We’ve got it! A Healthy Start for Your New Year.
Kohl’s, 1/3 – The Healthy Living Event is on! Get up to 50% off workout gear for the whole fam.
Nordstrom, 1/1 – Our wellness guide is here
American Red Cross, 1/24 – Start the year right: Become a Red Cross Champion
Petco, 1/31 – The solutions for their resolutions
Staples, 1/2 – It’s 2019. Upgrade your seat with up to $100 off.
Bed Bath & Beyond, 1/3 – Confirmed for 2019: You’re getting better sleep! Plus, this 20% off coupon is on us.
Banana Republic, 1/2 – Confirmed: These are the colors you’ve been waiting for
Saks Fifth Avenue, 1/2 – 7 style resolutions we’re sticking to
Target, 1/9 – Bonus 10% off + up to 25% off storage & org. Stack the savings.
Horchow, 1/15 – Show some love: Valentine’s Day ideas
UncommonGoods, 1/26 – Valentine’s Gifts For One-Of-A-Kind Love
Applebee’s, 1/28 – Feed the Football Party!
Wegmans, 1/31 – Make Game Day Easy with this Sweet BBQ Pork
Barneys New York, 1/28 – Are You Red Carpet Ready?
Brooks Brothers, 1/25 – The year of the pig is coming
Lego, 1/28 – FREE Year of the Pig Set!*
Saks Fifth Avenue, 1/31 – Limited-edition picks to celebrate Lunar New Year
Eddie Bauer, 1/2 – Winter Warmth 101
Patagonia, 1/11 – Winter running can be nasty
Bass Pro Shops, 1/11 – Can’t wait for spring? Gear up for your next adventure now!
UncommonGoods, 1/14 – A ring shaped like your city skyline
eBags, 1/27 – “As a bag geek, this is the best thing out there.”
Lane Bryant, 1/18 – Price drop. Mic drop.
Victoria’s Secret, 1/1 – The snuggle is reallll.
Gap, 1/9 – To/from/at the gym (everything you need) + a bonus
MAC Cosmetics, 1/14 – Prep + Prime Fix+ = The O.G. of Setting Sprays
Michaels, 1/2 – Let Us Help You Start Creating the Wedding of Your Dreams
Quiksilver, 1/2 – The Vote Is Totaled: Quiksilver’s Best of Show Is In
Jetsetter, 1/25 – 18 Travel Essentials You Should NEVER Forget to Pack
Everlane, 1/12 – 10 Tips To Reduce Plastic Waste
Saks Fifth Avenue, 1/12 – 10 hot picks for your getaway
Petco, 1/11 – 5 ways to improve your dog’s diet
Levi’s, 1/15 – Our favorite #LiveinLevis looks
Gap, 1/28 — #OOTD inspiration: you look good in NEW

New posts on

Why Preview Testing Every Email You Send Increases Your ROI

2019’s Top Email Design Trends

Report: Live Optimization Notebook on Welcome and Onboarding Emails

The Last Word on December 2018


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