The world of email is full of potential pitfalls. Support for techniques can vanish without warning, and sudden changes to email clients’ rendering engines make it tricky for email marketers to understand what’s going to work where. Read on to learn common ways emails can break and how to fix it.
Despite millennials having a reputation for being different from everyone else, their email behavior is very similar to that of older generations when it comes to the things that drive them to unsubscribe and report emails as spam, according to the findings of our Adapting to Consumers’ New Definition of Spam report.
Email serves as an important tool to increase lead generation and nurture prospects through the funnel. But if you’re not optimizing for readers on mobile devices, you may be missing out. We teamed up with our friends at Hubspot in this 45-minute Google Hangout on 10 things you didn’t know about mobile email.
Joint research between Litmus and Salesforce found that marketers are still playing catchup when it comes to making their emails and websites mobile-friendly, despite being many years into the Age of Mobile.
When it comes to A/B testing your emails, ignore the benchmarks. No one has the same audience and email strategy as you—your audience is unique. However, using others’ A/B tests, as well as industry trends, as inspiration is a great idea to get your testing ideas flowing. In this post, we’ll take a look at how Act-On Software reacted towards a continuous increase in mobile opens to create an A/B test revolving around responsive design. And, who knows—maybe you’ll find inspiration from their test!
The travel industry likely has a large percentage of subscribers that, well, travel. A natural consequence of traveling is reading messages in non-desktop environments, so mobile optimization should be a high priority. And, as always, content should be helpful and relevant to the subscriber. Guestfolio, which offers Guest Relationship Management tools for the travel industry, keeps all of the above and more in mind with designing their customizable newsletters. Using customer Black Rock Oceanfront Resort as an example, let’s take a look at how Guestfolio improved Black Rock’s confirmation emails.
Since mobile users value efficiency, speed and ease of use, a clearly organized and well-designed mobile email is the logical choice over a text-based page devoid of imagery, links or clear hierarchy. Mobile has grown fast, and while addressing emails on mobile devices can be challenging, linking to a plain-text version is a bandaid solution at best. Now that mobile device email opens represent 48% of all email opens, it’s time to abandon this practice.
Justine, Danielle & I recently got back from MarketingSherpa’s Email Summit in Las Vegas and, while it was a busy few days, we loved every minute of it. Meeting our customers face-to-face, answering questions, and receiving priceless feedback are some of our favorite aspects about attending conferences. And, of course, we loved being able to […]
As I was on my way to the airport to catch a flight recently, I received the below email from Delta: Thankful that they caught me (literally) as I was walking out the door, I was impressed with their ability to get timely, relevant and helpful information into my hands. Better yet, they did so […]