How Email Marketers Should Mark Up Messages For Gmail’s New Grid View

picture 3 Google just transformed the inbox again with Gmail Grid View that turns the Promotions tab into a visual shopping mall of marketing emails. For marketers, the question is: how do I get it to work, and what will my emails look like if I don’t do anything at all? I did some testing and noticed some interesting things. For grid view, Gmail is using “Actions in the Inbox,” which it announced in early 2013. Actions in the Inbox uses schema.org markup that takes information in an email, turns it into structured data, and then makes the structured data usable as an action. For example, t [...]


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 [...]


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 [...]


How To Collect Email Subscribers With Landing Pages That Convert At 50%

vero-remarketing-ad Using a dedicated landing page for an email marketing list can lift conversion rates up to 50%. That's an impressive figure! Better yet, a landing page per list, or per campaign, gives you the power to maximize the effectiveness of each individual funnel. This means you can play with all of the elements from the moment the customer hits your landing page to the moment they receive and react to your emails. Perhaps best of all, dedicated email landing pages allow you to use all of the great conversion optimization techniques that usually apply to your landing pages, so you can use the [...]


Google Analytics Email Marketing Dashboard For Beginners

google-analytics-featured I received an email from an online retailer today that was a hot mess. It had no text, only one gigantic image, and the image had no alt text or anything to indicate what the email was about before I consented to loading the image. Fail -- major fail. With the sophisticated software and programs available today for email marketing, the state of emails I receive from huge corporations blows me away. Historically, email marketing has been an afterthought. There are those that do it well. Really well. But it seems to me that a majority of email marketing is this last-minute, "crap I forgot [...]


How To Convert Email Subscribers To Customers

Email is a great vehicle for reducing the time between key milestones for a subscriber. After all, subscribers are great, but customers are even better. Take advantage of email’s automation capabilities with these triggers at various subscriber milestones to create additional purchases. Subscribers That Have Never Purchased The first of these key milestones is reducing the time between when a subscriber signs up for email and the time of their first purchase. Start with a dive into your subscribers' purchase history. What you’ll most likely find is that the majority of subscribers on [...]


5 Ways To Put Your Email Call To Action To Work

Having an effective call to action in your email marketing -- whether part of newsletters, transactional emails or lifecycle campaigns -- is a must if you want to engage and convert your customers. One of the worst things you can do is "wing it" when it comes to creating a call to action, yet this is all too common for online businesses. Today, we will take a look at some great examples of email campaigns that really nail the call to action. Hopefully, they will provide inspiration for your campaigns across the board. 1. Images Can Cost You Sales With up to 60% of all recipients regu [...]


Moving From Static To Dynamic: Building Relationship-First Email Creative

Modules In the past, when email marketers noticed a drop in audience engagement, they would increase the volume of email sends, trying to win the attention deficit game by increasing frequency. But this strategy just doesn't work anymore. With the increased usage of mobile devices, smart phones and multi-channel social streams, your customers (or potential customers) now have a wealth of information available at their fingertips around the clock. In fact, it's estimated that three out of four Americans under the age of 35 now check their smart phone or mobile device before even getting out of bed [...]


How To Integrate Pinterest Into Your Emails

dec_feature More than just a social hub to share images, Pinterest has become a lifestyle brand itself. Exuding a feeling of simple, clean, nearly dreamy -- dare I say aspirational -- moments of pleasure, it's actually influencing a new aesthetic style. In fact, one of the common complaints is how spellbinding the Pinterest experience becomes as users spend hours upon hours exploring content and seeking out new curators of style, inspiration and taste. Adopted primarily by women and at an astounding pace (at this rate there’ll soon be more people with Pinterest accounts than toothbrushes), it’s an [...]


Designing For Dynamic Email Messages

shutterstock_105499760-wireframe Dynamic email, also known as data-driven email, has been around for a long time, but planning this type of complex messaging is still a daunting task to many designers and marketers. It’s not so different from the usual design challenge, though: we have a set of assets, rules and restrictions to which the visual design must adhere, and addressing this challenge is mostly about adopting the right process and mindset. To help overcome those initial hurdles, let’s walk through the basic steps to successfully designing a dynamic message: Inventory content and data Identify block an [...]


3 Steps To Writing A Better Subject Line

shutterstock_85560325.pdf The subject line is the gateway to your email message. Before your subscribers can read what you have to say, they have to click on your subject line  -- it needs to convince them that what's inside is worth their while. It doesn’t matter how many best practices your message follows; if your subject line flops, your subscribers won’t even bother with the rest of your message. Here are three steps -- plus a bonus insight -- to improve your subject lines and get the right kind of attention from your readers. Step 1: Get Into Your Customers' Mindset You might be tempted to turn every [...]


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