Motion slickness: 4 ways to animate your email

Emails don’t need to be static. Modern email applications support a variety of animation techniques and you may be surprised at how flexible the options are. Animation in web and email marketing certainly has its detractors and not without just cause. Plenty of gimmicky advertising banners and tacky in-your-face GIFs can be found online. These are examples of animation for animation’s sake and a surefire way to cheapen your brand. But it doesn’t need to be that way. With a bit of restraint and planning, animation can be harnessed to create some truly elegant, eye-catching designs and provide useful information to the customer. Let’s see what’s in the email animation toolbox. Animated GIFs Pros Cons Nearly universal support Easy to…

GDPR – the email marketing red herring

Have I got your attention? I’m going to say something else controversial, GDPR is not about email marketing! GDPR doesn’t cover email and the ICO doesn’t care how many times you email your data, once in the morning and once in the afternoon, once a day, once a week or once in a blue moon. It simply isn’t relevant. They don’t care when the last time a name on your email list opened an email, it isn’t in their remit. That’s right, GDPR is not about email marketing! It does reference the currently-under-review PECR but more as a make sure you also follow these regulations, which you should have been doing for years now. Now don’t get me wrong, anyone undertaking…

Pictureless perfect: how to build emails which look good when images are blocked

Image blocking has always been a challenge for email marketers. Some email clients hide images by default, leaving your beautifully crafted newsletter as little more than a few stray alt tags scattered around in white space. So how do you make sure your emails look presentable when stripped of their images? Let’s rule out some ideas which don’t work before we look at those that do. Embedded images Adding images to a web page doesn’t necessarily mean linking to an external file. It’s possible to use a data URI instead and paste the image data right there in your HTML document. There are drag-and-drop online converters which can generate the data for you. Just feed them an image and they’ll…

The top 6 features of great email in 2018

Web fonts It has been possible to use web fonts for a while in email but brands have really only just started to use them from the end of 2017. This technology provides a massive improvement in terms of the overall look and feel for most brands. The ability to use custom fonts right within the email is a huge step forward both for email designers and also for the companies trying to show their branding correctly. One major additional advantage of web fonts in email is of course the opportunity of being able to include much more content of the email in actual html text. This improves the accessibility of an email not to mention the deliverability and overall…

Making emails more useful part 2 – content marketing

Previously I looked at making emails more useful for your subscribers in order to improve engagement through relevance and targeting. But you can become even more useful through content marketing. Sending helpful, informative, or entertaining information can help retain customers and increase customer lifetime value, which helps your bottom line. B2B companies have been using content marketing in emails for a while, this blog is an example as a summary will end up in our email newsletter. B2C emails have some catching up to do and should look to move away from the common layout of blocks of products available to buy. Paradoxically, despite a plethora of tracking tools and modelling algorithms, customer lifetime value is increasingly difficult to nail…

Predictions for 2017 email marketing

Well, it only took 2 years, at this time in 2014 I wrote that 2014 was going to be the year when mobile responsive email just became email, became the common place, was what all the hip kids were doing. That finally happened in 2016, so the market was a little behind the curve but, boy, did email marketing catch up quickly! Responsive and Spongey coded emails abound, as do gif animation emails. Open the door and when you marketers come through it you do it with vision and a vengeance. So what will 2017 bring us? is it finally the year of video in email? Is it the year when automation crosses the chasm and is no longer the…

It’s a right treat!

Our CEO, Mike Parry, is always saying, “EVERYTHING starts with the data, the creative, the content, the timing, the delivery is all secondary, you’re email is only going to be successful if you have great data.” So, in this Halloween infographic we look at the statistics around decaying data and how you can improve your data quality.