Litmus
Design, copy, and strategy all work in harmony to create an email subscriber’s experience when receiving newsletters and update emails from the brands they love. As we receive so many wonderfully curated email campaigns in our inboxes, we love to share our favorite emails from the past month. So here are the emails that really stood out of the inbox in April. Our Place ComEd Ikea Paypal Mamas & Papas Kate Spade Homage Kimberly Huang, Content Marketing Specialist Our Place Subject Line: Your cart is disappearing Preview Text: Kimberly says: The timing and design stood out to me here! This was a perfectly executed cart abandonment email—about 12 hours after I abandoned, I received this email. Plus, the discount code (combined with the sense of urgency that came with the email copy) helped moved me down the funnel. In terms of design, it was on trend with what we’ve been…
The email marketing community has had all eyes on privacy shifts in recent years–for good reason. Last year marked the launch of Apple’s Mail Privacy Protection. Google’s plan to end third-party cookies by 2023 remains a key element of its Privacy Sandbox. There’s a lot of uncertainty about the future of data privacy and what it will mean for email marketers. But we know that change will come–and the dust will eventually settle. We marketers will find ourselves challenged to think and do differently –and eventually, in a newer normal. Yet again! I believe email marketing will prove to be the power player in this adjustment. But to make that pivot as seamless as possible, we’ll first have to use our email programs to proactively build first-party data–and store and segment that data effectively. What first-party data is–and why it has become so important The “textbook” definition of first-party data…
Email remains a top-performing marketing channel with 78% of marketers continuing to see an increase in email engagement. Audiences still love email because it allows brands to communicate with them on their preferred channel in a personalized way. As email marketing strategies continue to evolve, it’s important to focus on key areas that will help grow your business — and your subscriber’s loyalty. We have outlined the top five priorities for successful email marketing programs to help create consistency and conversions. Email deliverability Email deliverability helps you measure how often your emails are landing in the inbox instead of being labeled as spam. Low deliverability, specifically a systematic deliverability issue, has a ripple effect. It can impact your branding, engagement rates, and ultimately, your ROI—which has much larger implications for your business. Several factors affect an email marketing campaign’s likelihood of being successfully delivered. Keep an eye on these key…
In our on-demand and on-the-go world, an increasing number of email subscribers are checking their messages on their mobile devices. It’s up to email marketers to deliver the same experience no matter where their message is read. Using responsive email templates allows you to display your content with consistency across any device and at scale to deliver mobile-friendly emails with every send. We have provided steps to help you take more control over your email campaign consistency by implementing responsive email templates into your email design. What is a responsive email and why is it important? A responsive email is an email that looks the same across any device such as desktop, tablet, or mobile phone. This is important not only for brand consistency, but also for the fact that 60% of emails are viewed on mobile devices, although it remains to be seen how Apple’s Mail Privacy Protection (MPP)…
When you know which email analytics to measure, how to calculate performance, and how to explain what it means to decision-makers, you’re a more empowered email marketer. But email is in a state of change. Now, many email marketers are wondering how to measure email marketing success. That’s why we created the “Email Analytics in 2022: A Survival Guide.” This handy resource will help you understand: Why email analytics like the open rate don’t mean what they once did Recommended email marketing metrics you may not currently prioritize–but should consider How to guide your team and leadership through these new measures of success Read on for a primer on why the meaning of some email marketing metrics are changing, and how to measure email marketing success with the help of our guide. Why have email metrics changed? For years, core metrics like email open rates were a staple in email…
In a world where privacy measures continue to rise, it’s imperative that our email programs continually instill trust with our subscribers. A key way to do that is with Brand Indicators for Message Identification—or BIMI, for short. A survey by Red Sift found that BIMI resulted in a 90% increase in consumer confidence in sender legitimacy. Since its first formalized spec in 2019, BIMI has come a long way with big names like Google, Verizon Media (which owns Yahoo Mail) behind this emerging email standard. With its growing adoption, now’s the time to look into setting up BIMI for your domain. We’ll walk you through how to set up BIMI in this blog post. What is BIMI? We dive deeper into what BIMI is in another blog post, but to summarize here: BIMI allows you to use brand-controlled logos within supporting email clients. You’ve likely seen it in action, in…
This article originally appeared on Retail TouchPoints Originally developed by Google in 2015, accelerated mobile pages (AMP) is open source technology designed specifically to boost how fast pages load on smartphones and tablets. Three years later, Google introduced AMP for email, which enables senders to include AMP components to create interactive email experiences for recipients. AMP for email has continued to improve functionality, providing email marketers with a slew of personalization and interactivity capabilities — adding loads of features to the inbox. Rather than a bland static email, brands can generate leads more easily and nurture cold leads with interactive email conversations. AMP for email allows marketers to send surveys and collect data, too. Finally, email marketers can conduct abandoned cart campaigns or increase sales with email shopping carts and payment options. Who’s on board with AMP for email? AMP for email is a smart approach marketers can use to…
People are always on the move and email content should reflect this. By using live dynamic email content like countdown timers and showing recipients their nearest stores, you can serve email recipients with contextually relevant and up-to-date emails. There are several ways in which you can target subscribers using live dynamic email content, including: Location Device targeting Timed content Testing optimization Ways to use live dynamic email content 1. Location Location: Live content updates based on the location of the recipient at the time they open the email You can display different live dynamic email content depending on where the subscriber is at the time of open, showing different content in different locations. A great way to use live dynamic content is by harnessing a recipient’s location data and including directions, via a map, to the nearest store in your emails, based on their location at the time of open.…
Regardless of your industry, audience size, or level of sophistication involved with your email program, it never hurts to experiment with new email marketing ideas that will help you drive growth. That’s why we’re proud to share some of the hot tips and email marketing ideas our very own Jaina Mistry, Senior Email Marketing Manager at Litmus, shared on the recent Salesforce webinar “8 Email Best Practices for 2022 to Drive Growth.” To catch the full webinar on-demand and get access to two free Litmus guides that will further elevate your email marketing, click here. Don’t assume you know each customer journey Segmenting your subscribers and digging into your data are the first steps to mapping customer journeys. The more you understand about how your customers engage with your brand and when, the better positioned you are to deliver messages that resonate. But customer journeys are not linear. In fact,…
Here’s an overview of the most popular email clients in March 2022, along with the shifts that happened with email client market share last month. Top email clients Before we jump in, 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. That said, the top 3 most popular email clients for March 2022 are Apple, Gmail, and Outlook. Apple: 60.7% Gmail: 26.5% Outlook: 4.1% Yahoo Mail: 3.3% Google Android: 1.7% Outlook.com: 0.9% Samsung Mail: 0.3% Windows Live Mail: 0.1% Web.de: 0.05% GMX: 0.04% Apple…