Email Marketing refers to the use of email to share marketing messages with customers and prospects. Although it may not be as glamorous as other online marketing tactics, when done right email marketing remains a very effective way of generating sales and/or leads.

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 [...]


A How-To Guide For eReceipts

Full wallet You've been there before, on the losing end of what seems like the world's longest receipt for the shortest order possible. It's the point-of-sale equivalent of an appliance box used to ship a tube of toothpaste. If you need further proof, just check out the Twitter parody account @CVS_Receipt. With the holidays in full swing, expect to hear a lot more requests for your email address at the register. More than ever, retailers are offering a digital receipt option to their customers. Some estimates show between 35 and 40 percent of retailers offer eReceipts as an option, with an increasin [...]


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 [...]


Marketing Power Processes: Tracking Email To The Dollars

mobile-email-featured This is another article in a series I'm calling "Power Processes." Power Processes not only make marketers better, they demonstrate their contribution to the bottom line visibly and measurably . Ignore Open Rates & Click-Through Rates If there is one theme in our Power Process series it is this: Measure results to the dollars. Open rates and click-through rates don't give you the true performance of your emails. They also don't let your team take credit for keeping the accountants busy. We recently did an analysis of one of our e-commerce client's email campaigns. They had been tes [...]


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 [...]


Why Responsive Email? Making A Case Internally

Image via Shutterstock Even though industry statistics indicate that more than 50% of email opens occur on a mobile device, a brand's desire to provide an optimal customer experience isn't always strong enough to convince it to move to a responsive email design. According to BlueHornet, 70% of consumers immediately delete emails that don’t render well on a mobile device. If that statistic isn't compelling enough to shift your company's internal mindset, then consider this: it's faster to build an email from a responsive email template than to build an email from a traditional HTML template. Efficiency is key [...]


Report: Online Shoppers More Likely To Respond To Free Shipping Offers Than Price Discounts

Retention Science logo Based on data pulled from 100 million online transactions, 20 million user profiles and 100 email campaigns, marketing solution provider Retention Science discovered online shoppers are twice as likely to respond to free shipping offers versus price discounts. According to Retention Science's report, conversion rates for 'Free Shipping' offers ranged from .22 percent to 1.9 percent, while 'Percentage-Off' incentives garnered a .1 percent to .8 percent success rate. Another key finding of the report revealed emails sent during the afternoon had the highest conversion rate at 38 percen [...]


All About Gmail Sponsored Promotions Ads

gmail-app-logo While much has been written about the new Gmail ads that look a lot like regular emails in the Promotions tab, did you know they are actually an extension of an ongoing beta called Gmail Sponsored Promotions? The ads shown above, below and in the box to the right of nearly every email message on desktops are the predecessors of those email-like ads that rolled out with the new tabbed inbox. Users may confuse the three ads for AdSense ads that also appear in Gmail, but they are in fact part of Google's Gmail Sponsored Promotions beta. Google often, but not always, adds the small price tag icon [...]


Bring Life To Your Email Campaigns: 5 Tips For Live Email Content

mail-email-icon To get the biggest bang for your marketing buck, invest in channels that consumers prefer most. While email marketing is often neglected in the face of trendier marketing channels, consumers still heavily rely on it. A recent study by the Economist Intelligence Unit found that consumers ranked email as the most important channel for both pre-purchase and post-purchase information. So how can you spice up this tried and true marketing channel? With dynamic, real-time email content, you can ensure higher levels of relevance. Check out these five types of live email content and how to incorpo [...]


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