Litmus
New year, same us—we’re back! It’s time for our monthly recap of email client market share where we look back at what shifts took place for the previous. What happened in December 2021? Let’s take a closer look. Top email clients Before we begin, we’d like to recall that a few months ago, we introduced a new grouping for Apple clients that nests Apple iPhone (iOS Mail), Apple Mail (macOS Mail), Apple iPad (iPadOS Mail), and Apple Mail Privacy Protection (MPP-impacted opens) under the category “Apple”. To learn why, check out this blog post. And—as we always like to note—there are two things we’d like to point out: 1) MPP hides device data so we can’t differentiate between iOS, iPadOS, or macOS, and 2) the new OSes also don’t differentiate between MPP and non-MPP in the user agent data it passes. That said, the top 3 email clients for December…
“Small but mighty” is the perfect way to describe most content teams. A 2020 Content Marketing Institute study found that a third of B2B teams don’t have a dedicated content team at all and 52% of B2C companies have a content department of one. With a lean team, working with efficiency top of mind is key to helping you make the most of your time. In other words, having a thorough plan of action helps you work smarter (and not harder). 69% of top-performing B2B content teams have a documented strategy. Ready to be a top performer yourself? Together with our good friends at HubSpot, we’ve teamed up to bring you a guide that will serve asa blueprint for creating an entire content marketing plan that focuses on your desired results. Whether you’re building from scratch or just making a few repairs, we will help you with every step, including…
Building the perfect email campaign takes time and resources. No marketer wants to hit send only to get labeled as spam and end up in the junk folder. Fortunately, there are preventative steps you can take to increase your odds of a successful launch and get those carefully curated emails delivered to your subscribers’ inboxes. Understanding email deliverability starts long before a campaign launch. There are a series of checkpoints your emails must pass to be safely and securely delivered. Not only is this important to get your messages to the right people, but poor deliverability also can have a ripple effect. Systematic deliverability issues can diminish your online credibility, audience reach and engagement, and ultimately, decrease your ROI. Email is incredibly effective but it’s important to take a calculated, proactive approach to ensure success. And if you’re worried it’s too late to undo poor deliverability, there’s good news for…
A positive online shopping experience is just as critical as one in a brick-and-mortar storefront. With eCommerce shopping continuing to experience double-digit growth that’s expected to outlast the pandemic, understanding ways to connect with your subscribers can be a huge attribute to your business, and your bottom line. It’s no mystery that the more you know about your audience, the better the results of your efforts. Relying on data can help guide your email strategies for maximum success. Whether it’s using the right imagery, creating urgency, or guiding shopping decisions, achieving an exceptional brand experience separates your business from the competition and keeps satisfied shoppers coming back. What you may not know is there is a wealth of customer data available that you may not be utilizing to its fullest potential. Every user has their own journey, from products they view, items added to their cart, purchases, and even abandoned…
The holiday season makes December one of the busiest times of the year for email. There was no shortage of messaging about holiday deals, winter weather, and seasonal steals. But out of all the emails that made their way to our inboxes, what stood out the most? Read on to see what email campaigns caught our attention in December 2021. Alaina Calabro, Events Manager Morning Brew Subject line: Temps are dropping Preview text: Stay warm with Morning Brew’s winter essentials Alaina says: I liked the emoji in the subject line and the overlapping images on the header. This is new for the company and I love sweatshirts so I liked seeing all their cold weather options. Daniel Hawkins, Marketing Designer Huckberry Subject line: Timex x Huckberry Daniel says: While this email does rely on many images, they are great looking images. They really highlight the products and make me want…
Every email has a purpose. Whether it’s to inform users of a product update, an upcoming event, or the latest offers—every campaign should have a primary goal. In most cases, the goal is to get subscribers to do something. Enter: calls-to-action (CTAs). CTAs help guide your subscriber to the primary action you want them to take. In this blog, we’ll cover CTA best practices, including: Why is a call-to-action important? Designing calls-to-action for email Types of calls-to-action Primary CTAs Secondary CTAs Styling calls-to-action Styled text links Rollover effect How many calls-to-action are too many? Testing your call-to-action Why is a call-to-action important? While some email campaigns exist purely for entertainment or educational reasons, most campaigns are used to market something—a product, service, or event. As email marketers, we need our subscribers to buy those products, subscribe to those services, and register for those events. And the only way to accomplish…
Getting the most out of email is not an easy task, particularly when circumstances are less than ideal. As the world grappled with another year of the pandemic, marketers found themselves tasked with a multitude of challenges in 2021. In addition to meeting lofty business goals with limited budgets and resources while maneuvering ongoing changes to privacy regulations, increasingly complex workflows added additional hurdles. On average, companies utilize more than 12 different tools to manage their campaigns and 60% of companies have more than 4 stakeholders that need to be involved in the review process. With marketing responsible for contributing 44% of all company revenue, the pressure to succeed is high. How Litmus Solved Email Challenges Litmus tackled these challenges head on in 2021 through product innovation, allowing marketers the ability to gain all possible efficiencies in their email workflow. We focused on solutions that empowered agile, on-brand, error-free email…
We’re back! It’s that time of the month where we recap the shifts that took place with email client market share last month. Let’s take a look at what happened in November 2021. Top email clients If you’ve been following along, you’ll recall that last month we introduced a new grouping for Apple clients. Apple iPhone (iOS Mail), Apple Mail (macOS Mail), Apple iPad (iPadOS Mail), and Apple Mail Privacy Protection (MPP-impacted opens) will now be listed under “Apple”. To learn why, head over to our blog on email client market share. And before we dive in, two key things we always like to note: 1) MPP hides device data so we can’t differentiate between iOS, iPadOS, or macOS, and 2) the new OSes also don’t differentiate between MPP and non-MPP in the user agent data it passes. With that, the top 3 email clients for November 2021 are Apple,…
When email subscribers sign up for more communication from your brand, particularly from retailers, they expect to see products and promotions sent straight to their inbox. However as a marketer, you want to make sure you get the right products in front of the right shoppers so they make it to the checkout without abandoning their virtual cart. With personalization continuing to be a top priority, the best way to show subscribers what they want is to tap straight into your data feed for current inventory and pricing. By relying on a Google Shopping Feed to dynamically display products, you can spend less time worrying about a bad brand experience due to a customer being disappointed to find the product they want is no longer in stock. After all, brand experience can make or break shopper loyalty. Besides shortening the buyer’s journey (a huge benefit), automating the product content shown…
In October, we put out a call for your best emails as part of the Email Excellence Awards. And DID YOU ALL DELIVER. A big thank you to everyone who submitted their email for consideration. Judging this year’s submissions was no easy feat. Not just because of the volume (nearly 300 entries), but because of the quality of entries. The work this community puts out is truly top-notch. All submissions and nominations were judged by a panel of email experts from Litmus and around the email community, including: Anne Tomlin, Founder of Emails Y’all and Email Loot Jen Capstraw, Co-Founder of Women of Email Jaina Mistry, Senior Manager of Email Marketing at Litmus Cynthia Price, VP of Marketing at Litmus Jess Materna, Director of Product Marketing at Litmus Lily Worth, Email Design and Production at Litmus The winners of the Email Excellence Awards were announced last week—and now we’re sharing…