Email Marketing RulesGmail’s Native ‘Unsubscribe’ Link: Should I Use It?
Gmail has made their native unsubscribe functionality much more prominent, moving their “unsubscribe” link so that it’s right after the “from” name in the inbox. Previously, it was usually hidden behind a dropdown menu. As before, Gmail only adds the native “unsubscribe” link to emails that include the list-unsubscribe header and—critically—only if…
5 Ways to Improve Your Cart Abandonment Emails
Shopping cart abandonment emails are among the most powerful messages a marketer can send, but they could be even more powerful. Our most recent research into cart abandonment emails shows that there are five clear opportunities to strengthen them: 1. Send Quickly. For most consumer purchases, the effectiveness of cart abandonment emails…
Mobile-Friendly Landing Pages Must Still Be Email-Friendly
While creating mobile-friendly landing pages, it’s important not to forget to maintain a smooth handoff from email to landing page. That email click should take you to a webpage where you immediately find what you’re expecting. Here is a telling example of how mobile can cause this kind of landing page disconnect……
Infographic: Shopping Cart Abandonment Email Opportunities
During the key shopping month of December, we clicked through the promotional emails sent by more than 100 major online retailers and filled our shopping carts with more than $100 of merchandise. Then we walked away, closing our browser after each shopping session. What happened next shows that there are great opportunities…
Top Models of the Email Runway: Presented by Fashion Week
In honor of New York Fashion Week, I wanted to share some email-specific tactics for model photography. Of course, models are essential to conveying your brand image and demonstrating products, particularly how a garment looks on its own and with other items. But email presents some unique constraints and goals that model…
Jan. 2014 B2C Email Volume Falls Post-Holidays: Retailers Sent 18.0 per Subscriber, Non-Retailers 7.3
During January, retailers sent each of their subscribers 18.0 promotional emails on average, down 30% from December. Non-retailers sent each of their subscribers 7.3 promotional emails on average, down 18% from the previous month. This data is based on the anonymous tracking for more than 150 B2C brands, including retailers, restaurants, manufacturers,…
The Last Word on January 2014
A roundup of articles, posts, tweets and emails you might have missed last month… Must-read articles, posts & whitepapers What’s The Best Send Time? (MediaPost) Trade Secret: The Right Response To Engagement-based Filtering (MediaPost) Personalization Sees Payoffs in Marketing Emails (Emarketer) Rethinking the Post-Purchase Email Strategy (DEG blog) Thoughts on “ISP relations”…
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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