Litmus
As marketing leaders, many of us place high value on our organization’s ability to deliver personalized and contextually relevant customer experiences—in email and other marketing channels. But as Gartner recently pointed out (and many of us are experiencing firsthand!), the senior marketing leadership role has evolved. We’re now architects of the customer experience, and tasked with nurturing those relationships. We have to know what the customer wants and be equipped to give them a consistent and personalized experience—every time they interact with our organization. When their needs, wants, or the competitive landscape changes, we have to be nimble enough to respond. I’m incredibly proud to be a marketing leader at Litmus because we have forged a strong and meaningful relationship with our customers—and the email community at large—over the years. In that spirit, I’d like to share how we’ve applied a customer-centric focus throughout our organization—fueled by our marketing program.…
What’s trending in the world of email in 2022 so far? Read on to dive into trends in email marketing that we’ve seen (and what we think is here to stay). Trends in email marketing Email remains a dominant channel for marketers, consumers, and the overall success of a business. 41% of respondents in our 2021 State of Email report said email is “very critical” to their companies’ overall success. More than 90% said email is at least “somewhat critical”—a sentiment that’s 30% higher than 2019. With email’s critical role in the overarching success of business, it’s helpful for email marketers to stay up to speed with industry developments and changes. Here are some of the trends in email we’re seeing in today’s landscape: Privacy-proofing Rethinking analytics AI for personalization Omnichannel marketing campaigns Newsletters Interactivity and AMP for email Privacy-proofing Though privacy has always been high-priority for marketers, the introduction…
Email marketing doesn’t end once an email has been written, designed, developed, tested—or even sent. In fact, all that hard work is for nothing if an email never makes its way to the intended recipient. But the reason behind why emails go to spam instead of the inbox is far more complicated than it seems. Read on to find out which factors experts from Litmus, Salesforce, Yahoo, and SocketLabs say you should pay attention to make sure your emails stand the best chance of making it to the inbox. (To catch all of their lively conversation, access the full webinar on-demand here.) Confirm your authentication and infrastructure Authenticate any domain that you use with your Sender Policy Framework (SPF) record, DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting & Conformance (DMARC). Dimiter Batmazian, Solution Architect, Deliverability Services at Salesforce Marketing Cloud says these are the most basic steps to…
At the heart of email marketing’s boom is personalization. More emails mean more competition in the inbox, making it harder for marketers to catch their audience’s attention. One way to stand out? Personalization. That’s why 55% of marketers are making personalization a priority, especially for their email program. Based on our 2021 State of Email report, personalization is a priority. 9 in 10 marketers believe personalization is imperative to overall business strategy. 80% of customers are more likely to make a purchase from a brand that provides personalized experiences. 83% of customers are willing to share their data to create a more personalized experience. 76% of buyers expect more personalized attention from marketers to develop an intimate relationship with your brand. What kind of personalization do marketers use? More brands are personalizing in more ways almost across the board since last year. However, less brands are using past purchases and…
Using content marketing automation for personalization shouldn’t be a challenge. By using existing technology, such as product feeds, marketers can easily achieve automated emails without having to do any heavy lifting (or hours of coding!). This blog aims to show you how, through automation, you can remove manual processes and help you move to a more automated workflow—and ultimately resulting in more personalization. There are plenty of questions people have about automating content. Read on to learn: What is content marketing automation? How is content automated? Email building process How does automation work? The benefits of content marketing automation How to automate personalization What is content marketing automation? You’re sure to be automating some of your emails already, whether it be your transactional emails or welcome programs. When we talk about content marketing automation, we’re talking about automating the content in your emails. We find that it’s the content curation—finding…
Email templates are reusable HTML files intended to make your design and creation process smarter, instead of harder. Because the underlying template has already been coded to define the structure and style of the email, it’s reusable. Need to adjust copy, images, and links so messages are relevant to each campaign? An email template lets you do exactly that—without requiring that you build from scratch every time. Email templates are a path to efficiency, speed, and brand consistency. Templates also allow marketers or designers who don’t code to build a great email campaign themselves. But email is complex. Even the best email templates require some involvement on your part to make sure they’re working as expected. Here are eight things to check when you’re using email templates to make sure you’re getting the most from them. (On the hunt for new or fresh templates? Try these six free templates—optimized for…
Email marketers rely on their emails consistently getting to the inbox. If communication isn’t reaching customers, it can have a ripple effect on brand reputation, customer loyalty, and ultimately—return on investment (ROI). But understanding deliverability can feel like a bit of a mystery. We created a guide to help you identify the factors that are controlled by the sender versus the ESP to help you avoid any unexpected twists in your email deliverability strategy. Why do emails go to spam (or the inbox)? Check out our webinar to learn how to separate fact from fiction when it comes to email deliverability. Watch the webinar The post Taking the Mystery Out of Email Deliverability [Infographic] appeared first on Litmus.
Here’s a look at the most popular email clients of April 2022, plus the shifts that took place with email client market share between March through April 2022. Top email clients Before we get started, there are two things we always like to note: As of fall 2021, the category “Apple” includes Apple iPhone (iOS Mail), Apple Mail (macOS Mail), Apple iPad (iPadOS Mail), and Apple Mail Privacy Protection (Apple privacy-impacted opens). Learn why in this blog post. Apple’s Mail Privacy Protection (MPP) hides device data so we aren’t able to differentiate between iOS, iPadOS, or macOS. Additionally, the new OSes don’t differentiate between MPP and non-MPP in the user agent data it passes. With that being said, the top 3 most popular email clients for April 2022 are Apple, Gmail, and Outlook. Apple: 57.2% Gmail: 29.5% Outlook: 4.2% Yahoo Mail: 3.4% Google Android: 1.9% Outlook.com: 1.0% Samsung Mail: 0.4%…
Ensuring you have the right data is the key to creating a truly personalized email experience. Check out our infographic below to learn how to prepare your email program for personalization. Transcript: Email Personalization 101 There are four types of data that are valuable to marketers, especially when thinking about email personalization. Understanding these types of data is just as important as figuring out how to collect them. Zero-party Data: Individual-level data explicitly given to you directly from your audience. First-party Data: Individual-level data collected from your audience on your own channels. Second-party Data: Individual-level data acquired from a trusted partner. Third-party Data: Aggregate data collected from one of more sources. Here are the fundamentals of data that can be harnessed for personalization: Email Address: Now this one is obvious, but definitely the most important piece of data needed! Name: By having a recipient’s name you are able to include…
Email preference centers can unlock a wealth of subscriber information if executed properly. And while it’s unlikely subscribers will continually keep their profile up-to-date on their own, taking extra care to make your email preference center easy to find, and easy to use, could help you learn more about them to create the personalized email experiences that build loyalty and trust. As traditional tracking tools like open rates and third-party cookies lose their clout and audiences become weary of the personal data they share with brands, email preference centers serve multiple benefits. Not only can they help you build first-party data, but you can also use that information to create authentic, tailored emails that boost engagement—and ROI. We will walk you through the importance of email preference centers and how to use the data to improve your email strategy. Why do people unsubscribe anyway? Knowing why people unsubscribe is important…