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The Pros and Cons of Video in Email [Video]

Implementing video in email is tricky and involves the liberal use of fallbacks. However, as much as marketers are lukewarm on the reality of embedded video in email, they really like the promise and potential of video in email. We talk with three email marketing experts about the challenges and opportunities.

Gmail Opens Increase 20%: How to Optimize Emails for Any Gmail Inbox

In the first half of 2015, we’ve seen email open data continue to favor mobile apps and providers that focus on new and innovative solutions. Desktop opens have fallen 4% in the first half of 2015 now representing 22% of opens. Mobile opens have seized desktop’s fallen share, growing 4% to capture 49% of market share. Conversely, opens in free webmail services like Gmail, Yahoo, and Outlook.com have decreased 4%; opens in these providers currently make up 29% of opens.

 

53% of Emails Opened on Mobile; Outlook Opens Decrease 33%

We’ve been tracking email opens for more than 4 years. And it’s incredible to see how behaviors have changed over time. Mobile email was barely a blip on our radars in 2011, and made up just 8% of email opens. Fast forward to 2014, and nearly half of emails are opened on smartphones and tablets—a 500% increase in four years.

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How to Create Compelling Content using the VENT Methodology

It’s getting harder and harder to stand out in the inbox. Fledging startups are churning out new tools aimed at managing the volume of email that people receive—and subscribers are snapping them up. Meanwhile, the email industry continues to beat the relevance drum, pounding it into our heads that we need to be relevant to our audience, that sending relevant emails is the only way to rise above the noise, that relevant content is the golden ticket to email marketing success. But what, exactly, does it mean to be relevant? How can you tell if your content—and your emails—have relevance to your audience? The answer lies in the VENT methodology.

Gmail Data Analysis Reveals Image Blocking Affects 43% of Emails

In December, Google announced that images in emails will now show automatically. We’ve kept a close eye on the increased open counts in Gmail—automatic image downloads have given us a unique opportunity to examine the impact that image blocking has had on email marketing for years. What we’ve learned is fascinating, and unveils a critical metric unknown to email designers before now.