The era of third-party cookie tracking is over. In the before times, marketers could access data about their customers’ travels around the Internet, picking up important information about their browsing habits and other purchases. You could easily manage advertising retargeting efforts or trigger the right kind of emails based on the data you’ve collected. Sigh. It’s not so easy anymore. Enter: The post-cookie era. The email data privacy landscape is ever-evolving It all started with Google’s plan to end third-party cookies by 2024 remains a key element of its Privacy Sandbox. We’ve known about this change since January 2020, when it was first announced… but it’s still a punch in the gut. An Epsilon study of US marketers found that 69% said the elimination of third-party cookies will have an even greater impact than GDPR and CCPA on their marketing efforts. As Google goes, so does the rest of the
The Community Spotlight—a monthly blog series highlighting some of the amazing members of the email community —is back for 2024! Every month, we interview, highlight, and celebrate the splendid members of the email community. We dig into where they got their start, where they are now, and explore their challenges and passions in email. This month, we’re chatting with Alice Li —email developer, accessibility activist, and former Geocities webmaster. Alice Li (she/they) Principal Email Engineer at Zillow Follow Alice on LinkedIn & X (Twitter ) What did the beginning of your time in email marketing look like? Picture this: I’m walking into a beige cubicle jungle of an office for my code screen, wearing a pantsuit I just bought with my meager retail wages for the occasion. The hiring manager sits me at a desktop PC with a giant CRT monitor that’s disconnected from the internet so I can’t
At Litmus, we personalize our emails with purpose: to create tailored inbox experiences that go the extra mile—the kind that surprises and delights our subscribers (and goes beyond “Hello %%first_name%%”). It’s our way of making a more human connection with our subscribers. Something we think is especially important during a time dominated by artificial intelligence (AI) . It’s a new era of email, and we’re here for it ! Today, we’re sharing one of our favorite ways to add a human-touch to our email marketing campaigns —and that’s with Litmus Personalize Live Polls . It’s what our email marketing manager Tracie Pang deems a “quick win” that’s sure to give your engagement metrics a nice boost. Did you know that Litmus offers personalization for all levels? From Litmus Personalize Essentials—which includes a whole suite of time-saving, quick-start personalization templates—to Litmus Personalize Pro, we’ve got plans for teams of all sizes.
We love looking at email design trends. They’re like a catalog of fun, new toys that you can flip through and circle the ones you have to have. Staying up to date with email trends also helps you keep up with subscriber expectations, keep your skills sharp, and invest in proven strategies without a bunch of guessing and checking. Based on what we’re seeing (and we see a lot of emails) plus research from The 2024 State of Email Trends Report, here’s what we think will be popular this year. Read through them all or jump ahead to the latest design trends: Interactivity like polls, quizzes, carousel, and AMP for email Minimalism and micro-interactions Hyper-personalization and AI-powered recommendations Accessibility and usability for all Playful shapes, colors, and layouts The ever-evolving inbox landscape Email design trends make the most sense—and are the most actionable—when you consider the context of email marketing
“Can we put video in email?” This question has come up a lot over the years, and we still hear it from time to time. After all, video seems like a great way to up the subscriber experience. But can you actually put video in email? And should you? It depends. Which seems like the go-to answer for all things email. Email has so many things to consider that every question raises more questions. So let’s dive into the pros and cons, how to fake it, how to actually embed a real video in your email, and some examples you can take inspiration from. Do videos in emails work? Yes, you can use videos in emails! And, there’s evidence that you should (at least sometimes) use video in email. According to the State of Email Trends Report, only 34% of marketers are using video in email, but over 50% of
Marketing strategies face some headwinds in 2024. They must adapt to leverage emerging technologies while operating under tighter budgets and an increased focus on accessibility and data privacy. Let’s take a closer look at how companies can navigate these very real—but not insurmountable—challenges this year. Marketing budgets In January 2023, many experts shared dire warnings about the economy. It was clearly headed for a recession. One year later, despite multiple interest rate hikes, the U.S. remains recession-free. A report from the National Association for Business Economics found that 76% of those surveyed believe the risks of a recession this year have fallen to 50% or less, and some businesses, like Bank of America, are predicting a soft landing. However, when they planned their 2024 budgets, most marketing teams expected to do more with less this year. Those tight budgets will push companies to streamline fragmented collections of niche marketing technologies.
In this new era of email, first party data matters more than ever. Measuring email opens alone is not enough to gauge email performance. Email engagement is gold, but subscriber expectations are skyrocketing almost as fast as your email workload and complexity is growing. Last fall we launched two new powerful features, available in every Litmus plan, to help you embrace this new era of email with open arms: Litmus Email Guardian monitors and protects all of your most important emails Litmus Personalize Essentials makes email personalization easy and effective for all marketers Over the next few months, you’ll see several new innovative features that will help you elevate email engagement and make every send count. Starting with… Live Polls in Litmus Personalize Essentials If you’ve been searching for ways to level up your email personalization strategy, you’re in the right place. Live Polls in Litmus Personalize Essentials help you
If you’re like the 41% of email marketing pros who responded to our 2023 State of Email survey, email marketing is your most effective marketing channels. But did you know over 14 of all emails never make it into the inbox? While email deliverability can feel like a bit of a mystery at times, you don’t have to cross your fingers and hope that your messages end up where you intend. With Litmus Spam Testing, you can identify and fix issues that might otherwise land your emails in spam—long before you hit send. Read on to learn more about why spam tests are so important, what they can help you identify, and how to conduct them. What is Litmus Spam Testing? Litmus Spam Testing scans your emails against 20+ different tests, identifying any issues that could prevent you from landing in the inbox. Best of all, it provides actionable advice
They say, “You never get a second chance to make a first impression.” I’m not exactly sure who ‘they’ are, but I agree with them in this case. In email, your first impression comes from three parts: the sender or ‘from’ name, the subject line, and the preview text. Everyone remembers the ‘from’ name and subject line, as your email service provider (ESP) won’t let you send an email without them. But preview text is a whole different situation. And if you forget it, you’re leaving that piece of your first impression up to the whims of your subscriber’s email client. In this post, you’ll learn how to take control of your preview text to ensure your email’s first impression is flawless. What the heck is email preview text? Preview text is the bit of text below or next to an email’s subject line in the inbox that gives extra
Every email marketer wants their messages to arrive in the inbox and not the spam folder . So when Gmail and Yahoo announced they’d be enforcing new sender guidelines that deeply affect deliverability for anyone sending to their addresses, every email marketer’s ears perked up. Hence why we hosted a virtual Litmus Talks with experts from Yahoo, Braze, and SocketLabs to weigh in on how best to navigate these requirements. Don’t have time to watch a virtual event? Here are some of the key takeaways: What the requirements are and how will they impact deliverability Which steps to take technically and strategically How to frame these adjustments for internal stakeholders With that, let’s dig into the details… What are the new requirements? And how will they impact deliverability? To begin, let’s briefly recap what these requirements entail. If you’re a bulk sender—which Google defines as anyone sending 5,000 or more