email design
The core of Litmus is rooted in email design. We live and breathe it—and now, we want to help you build a strong foundation from the ground up. Whether you’re new to email design or a seasoned veteran, one thing’s for sure: You’ve got to have a solid understanding of the basics. That’s why we put together Foundations of Email Design; not only to give you the fundamental techniques and principles to get started, but also to equip you with best practices, too. We just released the two new lessons for our Foundations of Email Design series. In this next installment, we’re covering the basics of fonts, typography, and calls-to-action in emails. Here’s a rundown on the topics we cover in each lesson: Lesson 1: Layouts – hierarchy, layout elements, single- vs. multi-column layouts Lesson 2: Imagery – file types, compression, iconography, our favorite resources Lesson 3: Fonts and Typography…
In this webinar, Kaela Mazzola (Product Marketing Manager at Litmus), and Shannon Howard (Customer Marketing Manager at Litmus) share four trends slated to email teams in 2022—and how you can use Litmus to prepare for the New Year. Didn’t make the live webinar? That’s OK. We recorded the whole thing. Watch the recording here: Plus, we’ve got a handout with resources for all of these things—check it out here. Q&A We answered a lot of questions during the webinar but weren’t able to get to them all. Check them out here, and let us know if there’s anything else you’re wondering about. What do I do with reliable opens in Litmus? Reliable opens in Litmus remove Apple Privacy-Impacted Opens from your total opens count. If you’re running tests where open rates or click-to-open rates (CTORs) are a vital victory metric, reliable opens can help. This audience isn’t impacted by inflated…
When you click send on your email campaign, your goal is pretty straightforward. You want your message to get to the right inbox, be opened, and have some specific action taken. While none of this is a simple task, it is important to take a step back and start from the beginning before focusing on the end goal, getting the recipient to convert. As digital marketing becomes increasingly reliant on data, email is no exception. However, determining what types of data to utilize and when can be a more complex process. For email marketers, it’s important to understand the data you have accessible and know how and when to use it most effectively. We have outlined the four types of data and what each can mean for your email strategy. Zero-party data First-party data Second-party data Third-party data Zero-party data Zero-party data Individual-level data explicitly given to you directly from…
Email design is complicated. With everything from imagery, layouts, typography, and more to consider, we wanted to give email geeks everywhere access to our very own email team to ask their burning questions. Lily Worth (Email Design and Production Specialist), Jaina Mistry (Senior Email Marketing Manager), and Carin Slater (Email Marketing Specialist) from Litmus’ email team were on the line to answer your questions. Check out the webinar recording below, and read on for some of the answers to your questions. Q&A Here’s a recap of our answers to the most popular questions from the webinar. Got more questions on your email design mind? Head over to the Litmus Community. Is it better to use one call-to-action (CTA) or many? What’s the verdict? Jaina: It depends, like many things in email marketing. It’ll depend on the goal of your email campaign. Single call-to-action emails are great when the goal is…
Email design is complicated. With everything from imagery, layouts, typography, and more to consider, we wanted to give email geeks everywhere access to our very own email team to ask their burning questions. Lily Worth (Email Design and Production Specialist), Jaina Mistry (Senior Email Marketing Manager), and Carin Slater (Email Marketing Specialist) from Litmus’ email team were on the line to answer your questions. Check out the webinar recording below, and read on for some of the answers to your questions. Q&A Here’s a recap of our answers to the most popular questions from the webinar. Got more questions on your email design mind? Head over to the Litmus Community. Is it better to use one call-to-action (CTA) or many? What’s the verdict? Jaina: It depends, like many things in email marketing. It’ll depend on the goal of your email campaign. Single call-to-action emails are great when the goal is…
Recently, we’ve heard rumblings from email geeks asking “Why is my GIF showing up with different colors in Gmail?” As we haven’t seen this issue with our GIFs at Litmus, we were wondering why our GIFs seem to have escaped this quirk and how we could help other email geeks avoid it. So let’s dive in and share what we found. Why Gmail changes the colors of your GIFs What is happening to your GIFs (with examples) How to fix Gmail changing the colors of your GIF Why, Gmail, why?! Our first question was the obvious, “Why?” The simple answer is that Gmail has been having issues with images since they started caching images using a proxy server back in 2013. Though the color changing may not have been one of those issues, some of those issues have been addressed (like an issue with GIFs being compressed incorrectly when they…
November, the penultimate month of the year, has to be one of the busiest for inboxes. With retailer events including Small Business Saturday, Black Friday, and Cyber Monday, customers opted into marketing emails will have received promotional emails aplenty. Although it can get a little noisy, this is a time where marketers pull out all the stops to get their communications noticed, and this means big splash creative campaigns that make for bags of inspiration. Beyond the promotional goodness, find out: Which brand is getting all the inbox attention, before any emails are opened? Who is harnessing the power of plain text to build brand loyalty and share thanks? Which retailer nailed the post-purchase email? Read on to see what email campaigns caught our eye in November 2021. Kelly Paszamant, Director of Demand Generation Bombas Subject line: Give A Gift That Gives Back Preview text: One Purchased = One Donated…
The end of the year is an exciting and stressful time for marketers. Exciting because there’s so much to look forward to during the holidays, like giving and receiving presents and embracing our creative side while designing stunning holiday email templates. But, at the same time, it’s crazy stressful. So many things to think about all at once: Halloween, Black Friday and Cyber Monday, Christmas, New Year… All this comes at the time of the year when you have to assess how the year went and plan ahead for what’s just around the corner, something that’s even more important in the current climate. Okay, we’re sorry. We didn’t mean to stress you out even more. And to be fair, there’s no reason for you to be that stressed. That’s because Mailjet has a surprise for you… Six brand new responsive email templates that will help you win the battle of…
It is predicted that Halloween sales in the US will hit a new record, exceeding $10 billion in 2021. What a treat. Read on to learn some of our favorite Halloween email tips and tricks to bewitch your customers. Gamification Halloween is a great opportunity to send out some really fun and engaging emails. It’s the perfect time to utilize gamification and up your engagement. Clinique used gamification last Halloween, offering a free gift with purchase – once you complete their game of course. A game is always a fun challenge many will try out even if they don’t have any intent on purchasing, but once they ‘win’ a freebie or a discount code, they might just convert. Remember to always have a fallback version, and to test in a few different email clients when using gamification or more complex designs than usual. Dress up Embrace the Halloween spirit and…
One of the best known Email Design mantras is: concentrate the email focus on the part above the fold to avoid user scrolling. Now, is this still valid in 2021? We have kept the focus of key message content in the above-the-fold part for years in our articles about Email Design. In 2021, we questioned the validity and current relevance of this mantra. We wanted to know if it’s still a key best practice or, as trends and market logic have changed, has become outdated. Keep reading the article to find out our results! What is above the fold and why does it matter? Above the fold refers to “the upper part.” But what does it mean? It refers to the split of a traditional newspaper into two parts for arranging and displaying it to the public. Precisely for display purpose, the newspapers’ double folding historically determined the choice of…