Everything you need to know about email marketing. Browse our most recent news stories about how changes in user email services may impact traditional email marketing tactics. Learn about new trends in email marketing, best practices for leveraging email platforms and get tips for increasing email response rates, email engagement and ROI. Refer to our library of How To Guides for email marketers.
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Mar 4, 2014 at 8:29am ET by Tom Sather
Gmail recently announced the addition of an auto-unsubscribe feature to promotional messages, making it easier for Gmail users to unsubscribe from messages they no longer want to receive.
On most promotional messages with unsubscribe options, Gmail users are seeing a more prominent link at the top of the email beside the sender's name, allowing them to unsubscribe without looking around for the typical place at the bottom of the message.
Marketers have asked if this is a good thing or bad thing for them, and others have asked how they need to get it implemented. In this post, I’ll explain [...]
Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column | Featured | Google | Google: Gmail | Top News
Feb 27, 2014 at 10:00am ET by Tom Sather
For most email marketers, reaching the inbox at Gmail is difficult, and trying to discover why emails aren’t reaching the inbox is downright confusing, if not nearly impossible. (Though Google is reportedly piloting a feedback loop program for email service providers (ESPs) that might help address this.) For now, Gmail’s Bulk Sender Guidelines offer general advice for marketers sending to Gmail subscribers, but they lack specifics.
At Return Path, we recently analyzed hundreds of thousands of campaigns from thousands of senders to find out what marketers should be paying attention to.
Related Topics: Affiliate Marketing | Channel: Email Marketing | Email Marketing Column | Google | Google: Gmail
Feb 27, 2014 at 9:30am ET by Amy Gesenhues
After analyzing more than 260 million emails across 540 retail email marketing campaigns, marketing analytics firm Retention Science found email subject lines kept at 6 to 10 words resulted in a 21 percent open rate.
According to the study findings, while 6 to 10 word subject lines delivered the highest open rate, email subject lines with 5 or fewer words generated a 16 percent open rate.
Retention Science claimed 52 percent of the emails the company evaluated had subject lines with eleven to fifteen words, dropping open rates to 14 percent.
Email Open Rate by Number of Words in Subject [...]
Related Topics: Channel: Email Marketing | Email Marketing | Features & Analysis | Statistics: Email Marketing
Feb 19, 2014 at 10:45am ET by Cara Olson
Now that we're beyond the volume increase around Black Friday, Cyber Monday and Christmas, are you suffering from the post-holiday email blues?
After having sent so much volume to drive holiday sales, you may need to get back on track with relevancy in your email campaigns. Try these strategies for engaging your holiday subscribers in 2014.
1. Reward Subscribers That Purchased During Holiday
Say thank you to your subscribers that purchased during holiday. Don't follow up with an automated post-purchase email; send an authentic, dedicated thank you message that includes a bounce-back offer [...]
Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column | Uncategorized
Feb 12, 2014 at 9:45am ET by Alex Lustberg
So many lessons that apply to digital marketing as a whole were learned in email. Email marketing encompasses everything from brand introductions and product recommendations to advanced content marketing strategies and purchase transaction confirmations.
Despite email having the highest ROI of all digital marketing channels and being the most direct route to the customer, marketers don’t give it the attention or budget that it deserves.
According to a recent study by the Economist Intelligence Unit, marketers spend significantly less on email marketing than other digital interactive [...]
Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column
Feb 6, 2014 at 12:45pm ET by Amy Gesenhues
Experian Marketing Services has released its 2013 Email Marketing Study, analyzing a wide breadth of email marketing best practices, including personalization, social integration, mobile and customer preferences.
According to the study's findings, personalized promotional emails were shown to lift transaction rates and revenue per email six times higher than non-personalized emails. Surprisingly, the majority of companies included in Experian's study requested customer data, but 70 percent of the brands failed to personalize their email messages.
Not only did persona [...]
Related Topics: Channel: Email Marketing | Email Marketing | Statistics: Email Marketing
Feb 3, 2014 at 9:30am ET by Alyssa Nahatis
Before the advent of the internet, marketers relied on snail mail to reach audiences in mass quantities, not knowing for certain whether the people they targeted would even be interested in what they had to offer. Thankfully, the digital era has simplified the process of reaching audiences through other channels like email, social and mobile, and has provided the data necessary to know generally what that person will be interested in.
Yet, even in this digital age, marketers are missing opportunities to provide targeted and relevant messages to each individual customer or prospect. As the s [...]
Related Topics: Channel: Email Marketing | E-Commerce | Email Marketing | Email Marketing Column | Mobile Marketing
Jan 23, 2014 at 11:22am ET by Amy Gesenhues
The number of marketing emails opened on mobile devices continued to climb last quarter according to email marketing provider Movable Ink.
The company's US Consumer Device Preference Report for Q4 2013 claims 65 percent of marketing emails were opened on mobile devices during the last quarter of 2013, up from 61 percent during third quarter.
While mobile open rates climbed, Movable Ink's research showed the number of desktop marketing email opens dropped four percentage points between the third and fourth quarters of 2013, from 39 percent to 35 percent.
Pulling data exclusively from [...]
Related Topics: Apple: iPad | Apple: iPhone | Channel: Email Marketing | Google: Android | Mobile Marketing | Statistics: Mobile Marketing | Top News
Jan 22, 2014 at 9:20am ET by Chris Hexton
The new year is upon us -- and there is no better time than the start of the year to review your email marketing campaigns and make improvements. Here are five things you must review early this year to set your campaigns on the path to success!
1. Learn How To Maximise Your Subject Line
If you open most modern email marketing clients (on the web or your mobile phone), you'll see something like this:
What we're looking at here are the three components of the "modern" subject line:
The From name (e.g., "ImpulseFlyer")
The actual Subject line (e.g., "Last Few Days…")
The message [...]
Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column | How To Guides | How To Guides: Email Marketing
Jan 15, 2014 at 9:18am ET by Cara Olson
With Google's recent Gmail update significantly changing the way it handles cached images, they have also updated the desktop interface to display images by default. This is the most fundamental change in the default view of an email since Outlook and ISPs began blocking images by default more than five years ago.
The primary reason for the initial change was for security purposes -- mainly to prevent viruses from being easily widespread. Now that Google has devised a platform for authenticating images and deeming them appropriate (virus-free) after the first rendering, they have minimized [...]
Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column | Google: Gmail
Jan 9, 2014 at 5:26pm ET by Danny Sullivan
Google has announced that soon, anyone with both a Gmail account and a Google+ account will be able to message anyone else with a Gmail account and Google+ account, even if they don't know their email address. Spam city! Potentially, but Google has some safeguards built in that it hopes will keep this as a useful feature rather than a nightmare. It's complicated, so here's our FAQ on how it all works, based on conversations with Google.
What's the new feature?
Very soon, people using Gmail will be able to send Gmail messages to people with Google+ accounts, even if they don't know the actual [...]
Related Topics: Channel: Email Marketing | Email Marketing | Features & Analysis | Google: Gmail | Google: Google+ | Top News
Jan 3, 2014 at 9:45am ET by Tom Sather
Google officially announced that images in Gmail would be enabled for all webmail users on December 12th (with iOS and Android Gmail apps following suit sometime in January), regardless of whether or not the recipient clicked "display images below." This change should prove to be a boon for email marketers, but not without some tradeoffs.
"Images Off" A Matter Of Security
HTML emails -- specifically, scripts, images and links -- have been disabled in email clients for so long that it can be hard to remember why this is the norm. In the early days of HTML emails, many hackers took advantage o [...]
Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column | Google: Gmail | Top News
Dec 26, 2013 at 9:19am ET by Pamela Parker
What were the hot topics of discussion in email marketing in 2013? Video, social media, and responsive design were fairly new on the radar, while our perennial favorite topics of calls-to-action, landing pages and testing remained important tactics worth exploring further.
Following, you'll find the top 11 columns -- this is our content contributed by expert practitioners of email marketing -- published in 2013, as measured by pageviews on Google Analytics. We think you'll find them worth a look (or a second look) as you formulate your email marketing plans for 2014. Many thanks to the [...]
Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column | Marketing Land’s 2013 Digital Marketing Year In Review | Most Popular Stories
Dec 13, 2013 at 2:30pm ET by Matt McGee
Google caused quite a stir Thursday with the news that it's serving images in Gmail from its own servers, rather than from the sender's servers.
As we reported yesterday, Gmail open rates should become more accurate because images are displayed by default. But other data will go away -- the user's location and user agent, for example.
The initial reaction was largely negative, but now that Google has clarified (a bit of) what is happening, some of the main players in the email marketing industry are taking a more measured view of the image caching change.
Here's a look at some of the [...]
Related Topics: Channel: Email Marketing | Email Marketing | Features & Analysis | Google | Google: Gmail | Top News
Dec 13, 2013 at 1:38pm ET by Marketing Land Infographics
Email's far from dead. In fact, it's one of the top activities on mobile devices. So are your emails and email marketing campaigns set to do all they can for success? Here's an infographic with tips designed to help.
The infographic is from the folks at Marketo, who provide an email marketing solution. The data is drawn from their research as well as stats from other sites, including Marketing Land. It covers the need to focus on strategy over creative, that subject line remains crucial but message content, layout and call-to action are also important, that time of day to send should be con [...]
Related Topics: Channel: Email Marketing | Email Marketing | Infographics
Dec 12, 2013 at 7:00pm ET by Matt McGee
With more information coming in this afternoon, it appears that Google's image serving change in Gmail is a mixed bag (at best) for marketers.
Google announced today that it's going to start serving images sent to Gmail users from its own servers, not from the sender's servers. This is starting today for desktop Gmail users, and will come to the Gmail mobile apps in the new year.
Here's what we know at the moment:
Open Rates May Go Up
Google has confirmed to Marketing Land via email that the change will not harm open rate data, and it may improve open rate tracking because marketers wo [...]
Related Topics: Channel: Email Marketing | Email Marketing | Google | Google: Gmail | Top News
Dec 12, 2013 at 4:14pm ET by Matt McGee
We've published an updated story with information from Google about what today's change means for tracking email marketing. Please see Google: Gmail Image Change May Improve Open Rate Data, But Will Strip Other User Data for more information.
Google has announced a change in how it handles image display in Gmail, one that might be good for email marketers, making it easy to track opens. Or, it could be a disaster, blocking such tracking.
Starting today, Gmail will begin serving all email images from its own secure proxy servers; images will no longer be served from the sender's serv [...]
Related Topics: Channel: Email Marketing | Email Marketing | Google | Google: Gmail
Dec 5, 2013 at 10:56am ET by Amy Gesenhues
Email marketing firm Movable Ink has released new data around this year's Black Friday and Cyber Monday email consumption, revealing 38 percent more email opens occurred on Black Friday compared to Cyber Monday's email open rates.
According to a post on the company's blog, "With competition for consumers' attention - and wallets - fiercer than ever, brands started their holiday email marketing programs early." Movable Ink said the total volume of emails it sent between Black Friday and Cyber Monday was up "a whopping" 3,085 percent year-over-year.
In addition to email open rates, Movable [...]
Related Topics: Channel: Email Marketing | Email Marketing | Mobile Marketing | Statistics: Email Marketing | Statistics: Mobile Marketing
Dec 5, 2013 at 9:15am ET by Tom Sather
The Christmas shopping season is officially upon us. Inboxes are stuffed with special email promotions that will hopefully result in stuffed stockings on Christmas day. Maybe not Gmail inboxes, though. Will Gmail's new tabs be the Grinch that stole Christmas from email marketers this year?
Some businesses have publicly speculated and decried the new interface, saying that Gmail is already destroying their business -- with the new tabbed inbox resulting in declining open rates and declining sales. You can't blame businesses for speculating on how the new inbox may affect email marketing effo [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Email Marketing | Email Marketing | Google: Gmail
Nov 25, 2013 at 10:26am ET by Alyssa Nahatis
This holiday shopping season, we anticipate record growth for online sales, with Thanksgiving expected to reach $1.1 billion, Black Friday at $1.6 billion and Cyber Monday at $2.27 billion, up 15% year-over-year. With retailers opening their doors and flipping the switches for online sales earlier, your email inbox is likely already a digital deluge of email promotions and coupons for "incredible savings!"
Consumers know what they're interested in and what to trash -- but many emails never even make it to the inbox. As the end-of-year approaches, email marketers spread holiday savings and che [...]
Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column