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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Rise Of The Real-Time Inbox: The Opportunity For Email Marketers In 2014

email-marketing-globe-world-featured 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 [...]


Report: Marketing Emails Opened On Mobile Devices Jumped 61% To 65% In Q4 2013

mobile-devices-screens-featured 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 [...]


5 Ways To Kick Start Your Email Marketing This Year

email-marketing-globe-world-featured 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 [...]


My Prediction For Email Open Rates In 2014

gmail-app-logo 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 [...]


FAQ: How The New Gmail “Send To Anyone On Google+” Feature Works

gmail-featured 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 [...]


How Gmail Improved Security & Email Analytics by Caching Images

gmail inbox tabs 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 [...]


Top 11 Email Marketing Columns For 2013

ml-2013-email-featured 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 [...]


What Email Marketers Are Saying About Gmail’s Image Serving Change

email-growth-featured 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 [...]


Infographic: How To Succeed With Email Marketing Campaigns

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 [...]


Google: Gmail Image Change May Improve Open Rate Data, But Will Strip Other User Data

gmail-logo-240px 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 [...]


Gmail Changes To Show Images: Good Or Bad News For Tracking Email Marketing?

gmail-app-logo 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 [...]


Listen Up Email Marketers: With 38% More Email Opens, Black Friday “Officially” Your Biggest Day Of The Year

email-marketing-featured 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 [...]


4 Data-Fueled Insights On How People Are Using Gmail’s Tabbed Inbox This Holiday Season

How Gmail Users Configure Tabs 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 [...]


Holiday Email Marketing: Will You Be On Santa’s Naughty List?

holidays-christmas-featured 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 [...]


Study Claims Marketers Shouldn’t Worry Over Gmail Tabs: 4 Months In & Not Much Has Changed

gmail inbox tabs It's been four months since Gmail rolled out its inbox tabs, and email marketing data provider Return Path claims not much has changed with reader rates since the tabs were introduced. Based on data from three million users who agreed to share their Gmail inboxes, Return Path's study found promotional email engagement has changed only slightly since Gmail released its inbox tabs: Almost no commercial mail is reaching the "Primary" tab, but instead of ignoring marketing messages, Gmail users are actively searching for them and reading them at almost the same rates at which they did before t [...]


Four Ways to Segment Email Subscribers for the Holidays

Opt In to Additional Holiday Emails The last two months of the year bring an increase in email frequency as retailers try to drive revenue during the busiest shopping season of the year. To help you make the most of your opportunities, here are four ways to segment your email subscribers, optimize your email content, and avoid subscriber fatigue. 1. Your Best Customers Your best customers will make your best segment. In most cases, your best customers may make up less than 10 percent of your list. But if you are using a quintile method to segment, this is your top twenty percent. You should reward your best customers for th [...]


Now, “Starring” Gmail Promotions Tab Ads Turns Them Into Standard Emails In Primary Tab

gmail inbox tabs Earlier this summer, Google introduced ads in Gmail that look similar to regular emails and appear at the top of the Promotions tab when the tabbed in-box is activated.  When you click on one of these ads, it opens much like a typical email message. Now when you star one of these ads, it will be "Saved to your Promotions inbox", but more significantly, and unstated in Google's pop-up message shown below, it will also be added to your Primary tab and display as a standard email. After starring an ad, you'll see it appear twice in your Promotions tab: once as the original ad and a second ti [...]


The Most Overlooked Email Marketing Strategy: Segmentation

email-featured I get questions all the time from marketers looking for advice on their email campaigns. How can we run better campaigns? How can we improve opens and clicks? Should we use HTML templates or plain text? How often should we email? …and so on. Time and again, I've noticed that email marketers rarely focus on the one thing that always helps to increase conversions: segmentation. Here is a question: Do you like personal attention? So do your recipients! Segmenting your emails means sending each individual customer the right email for them at this moment. Fortunately, segmentati [...]


Report: Mobile Email Consumption Continues To Surge With 61% Of Brand Emails Viewed On Smartphones & Tablets

mobile-email-featured A new report from email marketing provider Movable Ink revealed more brand emails are opened on mobile devices versus desktops, with 61 percent of email opens happening on a smartphone or tablet. According to the report, iOS devices beat Androids when it comes to most popular mobile devices for reading brand emails. Basing its research on aggregate email statistics culled from more than 100 of its enterprise B2C marketing clients spread across the retail, travel, financial, media and telecommunications industries, Movable Ink evaluated consumer engagement with brand emails by looking at [...]


Responsive Email: Avoid Defections By Improving Mobile Experiences

mobile-email-featured As many articles have noted, mobile email opens are on the rise; some predict that mobile opens will surpass desktop opens by the end of this year. The rise of the mobile market has been relatively quick, and not all marketers have grasped how this market affects them. One study reports 40% of consumers leave a brand following a poor mobile experience, with another 23% losing interest over time due to poor experience. Another study reports that 75% of smartphone owners claim they will delete their emails if they can't read them on their phone.  Given the increasing mobile interaction an [...]


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