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Email design is one of the most important parts of your email marketing program. Whether you’re testing a new email template or trying to boost conversions through conversion-centered design (CCD), your emails should be both beautiful and actionable. When it comes to email design, what are the best practices? We sat down with Litmus’ very own email designer, Hannah Tiner, to find out. (You may have seen their work in one of our newsletters!) Hannah Tiner (she/they) Email Design and Production Specialist, Litmus Follow Hannah on LinkedIn and Twitter In this post, we expand upon the topics covered in Foundations of Email Design and explore email design best practices. We asked Hannah to share their top tips on: How to approach a new email design framework Guidelines to always keep in mind for email designers Tips for beginners Dive straight into Foundations of Email Design Master the basics: learn the
What is an email marketing funnel? An email marketing funnel is the path a subscriber follows that takes them from a prospective lead to a customer. Much like a traditional sales funnel, subscribers have different needs along the way, all of which should be acknowledged and addressed through email. It’s about understanding what pain point or obstacle subscribers are trying to overcome. The email marketing funnel uses email experiences to nudge them along, ultimately helping them decide that your product or service is the perfect solution. What are the stages of an email marketing funnel? The email marketing funnel represents each customer journey stage and doesn’t stop once you’ve earned their business. Retaining customers—and their loyalty—is also an essential part of the email marketing funnel that benefits them and your brand. Awareness This stage of the email marketing funnel is about the introduction. Someone has elected to receive communication from
A responsive email list is the first step to building brand awareness. Leveraging your email list to build your phone list is a good next step. Luckily, you can integrate the two by embedding click-to-call buttons in your email. This allows your audience to give you feedback, raise pressing concerns quicker, and communicate with you from multiple platforms. Keep reading to learn what types of emails benefit from click-to-call phone numbers, and a step-by-step guide on how to add them. What is a click-to-call phone number? A click-to-call phone number, or a clickable phone number, is a link inside an email that opens up a calling app. So if you’re opening the email on your phone, the link will open up the phone app with the phone number pre-populated. When adding a clickable phone number to your emails, start out by testing a click-to-call button for mobile devices. If your
Marketers know email marketing personalization is good for business. Personalized emails allow you to engage and connect with customers faster and identify where you can get the most return on investment (ROI) with your messaging. But the customer journey is not linear. Everyone has their unique path from awareness to conversion. The key to a good customer experience is understanding that journey and meeting each person with a consistent, yet tailored, email message at every opportunity. We have outlined the three key lessons to enhance your email marketing personalization and meet your customers at every phase of their journey. Leveraging data details Lesson one: Types of data Data makes the email personalization world go round. Without it, you could make the wrong impression. So what data do you really need for effective email marketing personalization and how do you keep up with constantly changing interests and preferences? There are two
This piece originally appeared in B2B News Network Email offers brands a great opportunity to connect with current and potential customers. Yet 49% of respondents in a recent study said a brand has inaccurately targeted them. Of those receiving an incorrect message, 88% took action: ● 42% immediately unsubscribed from the brand’s marketing content. ● 24% blocked brand content across social media. ● 22% opted not to purchase from the brand again. Clearly, accurate personalization matters. But your email personalization is only as good as the data you have available. And since email subscribers’ interests and preferences can change, it’s critical to implement good data hygiene practices through progressive profiling email marketing for optimal results. Think about the first time you collect data from a customer. Chances are, you gather preferences when someone initially signs up for emails. Then track on-site behaviors and interactions. Many brands also send periodic emails requesting that subscribers update their preferences — but doing so
We’re counting down the days: Litmus Live—the premier email marketing event of the year—is just 19 days away! With Litmus Live 2022 just around the corner, we asked three Litmus Live speakers to share a bit about themselves and their sessions: Aaron Beatty — Director of Digital Engagement, Attain Partners Fernando Rubino Pereira — Global Email Marketing Manager, Canyon Bicycles Jell Khongkraphan — Sr. Manager, Lifecycle Marketing, Kong Inc In addition to these speakers, we have an amazing lineup in store. Four keynote speakers—from Salesforce, Fortune Media, Spotify, and National Cycling League—are headlining this year’s event. Between our marketer and designer/developer sessions, you’ll have an abundance to pick from. Our stacked agenda features live and on-demand sessions for you to pore over. Plus, with a Litmus Live MAX ticket, you get on-demand access after the event—meaning non-stop email learnings, at your own pace and time. Get ready for how-tos, tips
It’s that time of year—the evenings are drawing in, the temperature is dropping, and winter coats are being pulled out of storage. But fear not: along with the cold weather comes some hot marketing opportunities and brands are just beginning to launch their holiday email campaigns. With summer drawing to a close, a lot of people can feel down in the dumps. Well, cheer yourself up with a roundup of the emails that put a smile on our faces in September. Paula’s Choice Vrbo Kate Spade Starbucks Ansen Belt & Buckle Paula’s Choice Subject Line: 3 Things to Know About Vitamin C Preview Text: #3 is v. important The Paula’s Choice team did a great job of weaving a number of things into a single email without making it overwhelming: The emoji in the subject line introduces the feel of the email design. The preview text makes you want to open
Email footers are like bookends—they appear at the end of your email content and keep it neatly contained. Effective email footers have a lot of moving parts—unsubscribe links, addresses, promotional content, and social media handles. All these elements need to work harmoniously for your email footer to have a measurable impact on your subscribers. In this article, we will look at the essential elements of an email footer, best practices for designing an email footer, email footer best practices, and some design inspiration. What’s an email footer? An email footer is the bottom-most portion of your email. It comes after the body content and your email signature. What key elements are required in an email footer? Email postmasters dictate that unsubscribe links, preference centers, and mailing addresses always be included in the email. Without them, your emails are much more likely to end up in the spam folder or be
https://www.litmus.com/wp-content/uploads/2022/09/Feature-Friday-0930-Mobiles-1-1.mp4 For this week’s edition of Feature Friday we’re talking all things Black Friday! This email from British smartphone retailer Mobiles.co.uk features personalized dynamic content automation by Litmus Personalize, powered by Kickdynamic. Personalization techniques include: Countdown timers Social proof Product Automation Countdown Timers By using a countdown timer in the header of the email, Mobiles.co.uk create a sense of urgency for the recipient. It emphasizes the limited time to order for promotional pricing, or in this case, free next-day delivery. Social proof Mobiles.co.uk utilize social proof capabilities in the form of click counters. Showing how many people have clicked on each product causes major FOMO (fear of missing out). The actions and recommendations of others are extremely powerful to drive trust—and action. Product Automation By using dynamically generated product listings, including an image and the price, Mobiles.co.uk, has streamlined its processes. This automation is helpful as inventory and pricing can
The Litmus team loves to hear from our customers. And we regularly rely on G2 Crowd as a valuable source of honest customer feedback based on unbiased user reviews. We are happy to report their fall awards are in, and Litmus has been recognized with top achievements! We have received twelve G2 fall badges across multiple categories including: email testing, email marketing, and email deliverability. This recognition is based on the substantial Satisfaction, Market Presence scores, and responses of real uses for each of the Usability, Results, Relationship, and Implementation Index reports and the Grid Report related questions featured in the G2 review form. Your feedback is invaluable in helping us learn how you’re using our product, where we can improve workflows, and how we can increase value in email marketing. Here are some things our customers are saying about their experience with Litmus. Read Kamini’s full review on G2