“How’s our deliverability doing? Oh, it’s really strong—we’ve seen a delivery rate of 98% for the last few email campaigns, with only a small handful of bounces.” If you ever heard someone say this sentence, you’ve witnessed someone fall for the most common misconception about deliverability.
The biggest mix-up we see when we talk to customers is that deliverability is discussed in terms of delivery rate. This simply isn’t true. Delivery rate is a valuable metric to consider, but it is not the same as deliverability. Let’s set the record straight.
There are a few email client details that can derail the email you worked so hard on. Email clients change your email code before it hits the recipient’s inbox. Sometimes this is to your benefit, and sometimes these edits lead to breaks. Updates to an app are the actual invisible ISP hand that you need to be aware of.
To shed light on how often email apps change, we took a look at the version histories for the biggest players.
Raise your hand if you didn’t start your career in email and just sort of… ended up there. Maybe it was the natural next step, maybe you took over someone’s responsibilities when they left, or maybe your company decided to add an email program to their overall marketing strategy. Others wrangle email as one of their multitudes of other responsibilities.
If you’re an email marketing team of one at your company or just need some extra support, take a deep breath: you are not alone. The email community is alive and well, and there are many ways you can connect with people just like you all over the world. Here are some of our favorites.
You know the effort you put into creating perfect email experiences day in and day out, but sometimes it’s hard to articulate your contributions. Next time you find yourself explaining your efforts to your boss, keep in mind the following reasons why email testers are crucial to company success.
It’s an email marketer’s nightmare: Your emails were delivered to the spam folder for a large chunk of your subscribers. It’s situations like these when many brands turn to deliverability monitoring tools and consulting services to fight deliverability emergencies. There are great tools out there that help you get to the bottom of issues when they happen. But what’s even better than having the tools to put out fires? Preventing them from happening in the first place! That’s where pre-send spam testing tools come in.
Here’s the difference between pre- and post-send deliverability tools—and why you might need them both.
With so much of a focus on accessibility, it’s easy to think that a lot of the hard work in email is done. After all, once our email templates pass a suite of accessibility checks, what’s left to do beyond sending more emails? But, even with the most accessible HTML template, there’s still a ton of work to do to take emails to the next level: creating truly inclusive email experiences.
Typography in email has been a hot topic of discussion for a number of years. Web fonts have enabled email designers to be more creative and helped brand identities stand apart. In 2019, the print and digital design world has seen a trend towards bigger and bolder typography—and this trend is now hitting our inboxes, too.
Here are some examples of brands getting their message across with typography that’s big, bold, and beautiful.
If you’re looking to scale your email program, getting the process right is crucial. A watertight email process keeps projects moving quickly, helps keep stakeholders in the loop, and ensures high-quality output. A broken process, on the other hand, can be damaging to your program—and your team.
How do you know if your workflow needs improvement? Here are a few telling signs that show your email process needs some love.