The 12 Email Marketing Stats and Facts of Christmas

With the enormous surge in online shoppers over the holiday period, now is the time to shift your email marketing into top gear. Over 115 million visits to retail websites are expected from 28th November (Black Friday) through 1st December (Cyber Monday), onwards. And because Christmas shoppers will rely heavily on their mobile devices this season, we want to make sure you’re not missing out on any of the sales! Here are our 12 stats and facts about email marketing during this Christmas period.  

How to create hi-res retina images for email

While the world of email might be a a few years off from implementing something like SVG images there are a few tricks you can do to ensure you have high or at least higher quality images in your emails. The technique described here works best for small images, icons, or single colour images. During the testing process I noticed that serving images even slightly larger in size did have quite a noticeable image quality improvement on the retina screen. What we can learn from this is it’s not always necessary to supply exactly the right amount of pixels for the retina screens just try and get as close as possible. For this example I’m going to make a logo…

Email blasts are dead…

The talk is all about marketing automation nowadays. On a group of email geeks, or leading email proponents, depending on your view that I hang out in called Only Influencers the question was asked this week; are email blasts dead? This led to an interesting debate which, to my mind, completely debunked the myth which is marketing automation. For me, marketing automation is a term, thought up by email marketing companies who want to muddy the waters enough to get a foothold in the market. Let me explain; almost from the inception of email broadcasting companies like Saber Software (who became e2 communications) were using “marketing automation” to sell software services online – only they called it adaptive sequenced messaging…

Your pace or mine? The art of email frequency and timing

Email marketers (myself included) always say; don’t over mail your email list. Whilst this is still good advice, what determines over mailing has changed. We are all used to email now and Spam is pretty well controlled by Outlook (Hotmail), Gmail, Yahoo etc. We also spend a lot more of our lives online and managing our various email accounts is just part of what we do during our day. This means that our tolerance for email has increased, in fact, if we receive too few emails we are likely to forget about the brands that send them (see here for more about frequency). So when is the best time to send emails these days? The huge uptake of mobile devices…

A robust testing process for email campaigns

Email testing is vital. Anyone who has worked in email for any length of time knows that sending an email with a mistake is not only embarrassing for you and the client but potentially a large financial risk. Terms and conditions might not be legally binding or worse, you might even lose the client. As the saying goes though people do make mistakes, everybody does. In this article I’m going to quickly run through a solid email testing plan which hopefully will help you know what you should look out for when coding. 1. Get everything tidied up Once you have the HTML and plain text version ready, save everything. Everything from the Photoshop file with the slices, the brief,…

A roundup of responsive support in 3rd party email apps – iOS edition

There are certainly strengths and limitations of default email clients on various mobile devices we use all the time, but what about the constantly growing list of 3rd party email clients available in the App Store or the Google Play marketplace? In the first in a series of blogs on the topic, I’ve run some tests on a selection of the more popular ones available in Apple’s App Store. Two templates were tested, each using non-standard Google fonts as well as a CSS3 trick (rotation) to see whether those technologies were supported. One template was responsive, with break points for certain screen sizes and the other was fluid, where everything in the email adjusts according to the width of the…

Calls-to-action. What are they and how can I use them effectively?

What is a call-to-action? In email marketing a call-to-action (usually abbreviated as CTA) is a button, banner or some type of graphic or text meant to encourage a user to click. The action you want people to take could be anything: purchasing items to booking hotels and attending events. Calls-to-action are common place not only in email marketing but on websites, ebooks and even at the end of blog posts. Email newsletters should have some sort of call-to-action, a response you want readers to complete. But how do you encourage users to act? How do you create an effective call-to-action? Here are a few quick, essential tips for creating a quality CTA. Striking design For a reader to click on…

Open Sesame: Making your subject line more magical

With the subject line being the main driver for getting emails opened, it’s important to understand what makes people open emails. This does, of course, vary based on what message you are trying to get across in your email, how you segment your list and mailing frequency but there are approaches that can be used pretty much everywhere. Short and sweet Being succinct is the first thing to try and achieve, especially so now that so few characters can be viewed on a smartphone. We see between 33 and 72 characters on a smartphone depending on the device and whether it’s viewed portrait or landscape, but aim for the lower end as this covers you for the smaller screens (such…