Email Marketing RulesTrends for 2015: Views from 10 Email Marketing Experts
Posted on February 2, 2015
To understand the latest best practices and the newest email marketing opportunities, Smart Insights asked me and 9 other email marketing specialists from around the world to share our recommendations.
Published in Smart Insights – Email Trends 2015, the trends include:
- Responsive Email Design
- Animated Gifs
- Video in Email
- Dynamic Customization
- Predictive Intelligence
- Pop-up Sign-up Forms
- Email Acquisition through Social
- Blank Email Double Opt-in
- Real-Time Email Marketing
- Location-Specific
- Integrating Card Updates into Broadcast Emails
My recommendations focused on predictive intelligence and blank email double opt-in. Predictive intelligence is a great way of harnessing Big Data to inject personalized recommendations into your emails—particularly, your transactional, cart abandonment, and browse abandonment emails. Powered by analytical insights into individual and group behavioral patterns, predictive intelligence enables dynamic content offers to be the most relevant to maximize response—and can really move the needle on email marketing revenue.
Blank email double opt-in is a new opt-in method that allows a person to opt into a brand’s email program by sending a blank email to a particular email address. When someone does that, it triggers an opt-in confirmation request email that asks the person to activate their subscription by clicking on a link in the email. This method is exciting because it’s easier than SMS email opt-ins, eliminates malicious signups and typo spamtrap risks, and increases opt-in confirmations by keeping the opt-in process entirely within the inbox.
>> Check out all the recommendations in “Smart Insights – Email Trends 2015”
100 Inspiring Subject Lines: 2006 to 2014
Posted on January 29, 2015
The most effective subject lines are straightforward and predispose openers to engage with the content of an email. However, creativity has its place.
Whether you’re newsjacking, promoting a non-sales message, tapping into the voice of your customers, or just conveying your brand’s attitude, creativity in less than half the length of a tweet can give your emails the edge—especially when your subject line is backed up with great email content.
To spark some ideas, here are our picks for 100 of the most inspiring subject lines to land in inboxes during the 9 years since 2006, plus highlights of notable trends and events through the years that have affected email subject lines.
9 Experts Weigh in on Email Metrics that Matter
Posted on January 28, 2015
If you’re just looking at your email open and click rates, you’re missing out, says Tim Watson, founder of email marketing consultancy Zettasphere. I couldn’t agree more.
To help marketers better understand how to use the email metrics that are available to them, Tim asked me and eight other email marketing experts to share our thoughts on the metrics that matter and how to use metrics to drive improvements in email marketing performance.
I said:
When it comes to improving performance, the conversion rate is the most underused metric. Whether you’re looking at the performance of subject lines, email content, or landing pages, you should always be looking as far down the funnel as possible because all the elements of an email should be building toward that singular goal.
For instance, sometimes marketers think…
>> Check out the entire article on the Zettasphere blog
The New Litmus Test for a Great Email Marketing Program
Posted on January 27, 2015
I used to say the hallmark of a great email marketing program was that they have a robust A/B testing program. It’s not just because I consider A/B testing a key optimization tool and a vital part of “listening” to subscribers, but because if a brand is taking the time to follow a rigorous A/B testing calendar and methodically building on learnings then the chances are very high they are doing lots of other things right.
While I still believe in the power of testing and what it signifies about an email program, I now have a new litmus test for email marketing greatness for B2C companies:
Does the majority of your email marketing revenue and engagement come from triggered emails?
This is a valuable bar to clear for four reasons…
>> Read the entire column on MediaPost.com
How 4 Social Media Predictions Impact Email Marketers
Posted on January 15, 2015
The social and email marketing channels are increasingly intertwined. So when I read this great collection of 30+ Social Media Predictions for 2015, it immediately had me thinking about how they affect email marketers.
Here are four of the predictions that jumped out at me as being particularly relevant to email marketers:
@MarjiJSherman: Personalized responses will be expected more than ever. Companies will need to invest in more targeted software in order to create unique conversations with their consumers. Knowing everything about a consumer will be required in order to create tailored conversations that hit on exactly what the consumer is talking about in their life, so the brand seamlessly enters the conversation. Also, one-on-one communication with consumers will become mandatory for brands.
@katadhin: In 2015, marketers will move from “platform centered” to “content centered” social media. Content that flows across social and digital platforms and is relevant to the platform being used. As social referral surpasses search, this approach will create higher levels of engagement and conversion for those who do it well.
@JasonFalls: All indications are that 2015 is going to be the year that social media becomes more paid media than earned, which is sad in a way. Certainly, brands with great content can break through the clutter organically, but Facebook has carved out a new model and other networks will follow. If you want your social content seen, you’re going to have to put a budget behind it. I’d love to predict brands will flip the scene and get great organic pick-up despite the new rules of the road, but most brand content sucks. That, in all likelihood, won’t change.
@EllyDeutch: “Marketers in 2015 will shift their focus to include a more ubiquitous mobile content strategy, in order to instantly reach more fans through the palms of their hands.”
For the full discussion of how these social media predictions affect email marketers…
>> Read the full article on the Convince & Convert blog
13 Charts from “Email Marketing Rules”
Posted on January 12, 2015
Throughout the 2nd Edition of Email Marketing Rules, I have charts to help readers with various email marketing concepts including media types, permission strength, and email interactions. All of these charts are now available in the Email Marketing Dictionary on EmailMarketingRules.com, as well as on Pinterest.
>> View the charts in the Email Marketing Dictionary
>> Check out the charts on the Email Marketing Rules pinboard on Pinterest
Fig. 1: The 5 Types of Media
Fig. 2: Envelope Content
Fig. 3: Anatomy of a Typical Email
Fig. 4: Email Marketers Have 2 Masters, 2 Sets of Success Metrics
Fig. 5: Increasing Engagement by Mailing Inactives Less Often
Fig. 6: The Subscriber Lifecycle
Fig. 7: Permission Grant Matrix
Fig. 8: Subscriber Status
Fig. 9: Traditional Model of Email Interaction
Fig. 10: Stage-Bypass Model of Email Interaction
Fig. 11: Environment Layers Compound Email Rendering Complexity
Fig. 12: The Email Pyramid
Fig. 13: Subscriber Types by Email Volume
December Review & January Preview for the 2014 Email Marketing Holiday Calendar
Posted on January 8, 2015
Every month through January, we’ll be reviewing our predictions from the 2014 Email Marketing Holiday Calendar for the previous month and discussing what to expect this month in terms of holiday messaging trends.
For December, we predicted that major retailers would send their active subscribers 28 promotional emails. That prediction turned out to be just a smidge high, as our panel of more than 100 major retailers sent their subscribers 27.4 promotional emails on average last month.
In January, we’re expecting retailers to send their active subscribers around 19 promotional emails each. Holiday messaging falls off quickly in January, with a few of the common themes being holiday storage, gift card redemption, accessory buying for popular gifts, and Christmas clearance.
>> Read the entire post on the Salesforce Blog
The Last Word on December 2014
Posted on January 2, 2015
A roundup of email marketing articles, posts, tweets and examples you might have missed last month…
Must-read articles, posts & whitepapers
Study Sheds New Light On ‘Dark’ Social, Finds Consumers Underestimate Their Own Behavior 2-to-1 (MediaPost)
For Retailers, Email Marketing Helped Boost Cyber Monday (The Street)
Gmail: Larger font sizes don’t mean media query support (Campaign Monitor)
Email Fraud Protection Needs to be on the CISO’s Agenda (Return Path)
Insightful & entertaining tweets
@withoutgorms: He’s making a database,
He’s filtering twice
SELECT * FROM customers WHERE behaviour = Nice
Santa Clause is Coming to town.
@ryanpphelan: Frequency rules should actually apply in triggered (non-trans) emails based on a value score for the behavior #mpeis
@SpencerKollas: How many blog posts will we see about optimizing email for watches? @DelaQuist #mpeis
@michaeljbarber: No doubt @mparkerbyrd gets the best slide of the day award. You get preheader text, and you, and you!!! http://t.co/UjfdN1w00Y
@mparkerbyrd: You know you’re an email marketer when your phone autocorrects “exact” to “ExactTarget”
@EmailKarma: Cute #email disclamer “Someone, hopefully you, has subscribed your email address to the following newsletters”
@iamelliot: 2015 will be the year we all run up on gmail’s html rendering dept and demand satisfaction
Great additions to the Swipe File pinboards
Sony asks subscribers what they want for Black Friday >> View the pin
Uncommon Goods’ email campaign ties clickthroughs to charity >> View the pin
Sephora joins personalization to persona-based shopping >> View the pin
Home Depot email creates urgency before and after offer expires >> View the pin
Noteworthy subject lines
Threadless, 12/31 — 10 Reasons to Open this Email
Lenovo, 12/30 — Drop a few PC lbs
American Red Cross, 12/30 — Tax deadline: Tomorrow
Vera Bradley, 12/29 — New tech feeling cold? We’re on the case!
Walmart, 12/28 — Have a gift card you don’t want?
Target, 12/30 — Undeck the halls & save up to 20% on storage items.
MAC Cosmetics, 12/30 — Shop The Top Rated New Products of 2014!
Wayfair, 12/29 — Feeling frosty? Save on throws, bedding, space heaters, and more
Home Depot, 12/24 — Forget a Gift? eGift Cards Have You Covered
Urban Outfitters, 12/24 — Still need gifts? UO IS OPEN!
Nike, 12/22 — Order Today. Get It Tomorrow.
Uncommon Goods, 12/22 — See You Tomorrow
Saks Fifth Avenue, 12/22 — Christmas delivery? Order TODAY before 6pm ET
Adidas, 12/22 — Q: procrastinate? A: $10 overnight shipping
Levi’s, 12/22 — FREE. OVERNIGHT. SHIPPING. (+ 30% off extended!)
Nike, 12/20 — Our Gift to You: Free Next-Day Delivery
J.Crew, 12/22 — You need to shop ASAP. Get your gifts tomorrow with $10 overnight shipping. Plus, 30% off full-price styles & extra 40% off sale.
ThinkGeek, 12/22 — HO3… up to 30% off your cart full o’ stuff!
Target, 12/22 — Order gifts online; pick ’em up by Christmas time.
American Apparel, 12/21 — Holidays Shmolidays
FansEdge, 12/19 — The late bird gets the worm too! Up to 40% Off + FREE Shipping Over $60
Banana Republic, 12/18 — Life is short. Stop ironing.
Lululemon, 12/18 — no time like the present
Victoria’s Secret, 12/18 — $20 Reward Card with any $75 purchase in stores!
Uncommon Goods, 12/7 — 100 Great Gifts in 1 Email? Are We Crazy?
Sony, 12/11 — Check Gifts Off Your List | Under: $100 $200 $300
Baby Gap, 12/11 — $$$$$$$$$$$$$$$$
Zappos, 12/1 — $, $$, $$$ → You decide!
TigerDirect, 12/7 — Green Monday LEAKED: Samsung 55″ | Microsoft Surface Pro 3 | See Them All
eBags, 12/7 — Green means GO ► Shop Green Monday Deals Now + Save 20% & Free Shipping over $49
Overstock.com, 12/7 — GREEN MONDAY! LAST CHANCE 12% OFF COUPON!
Babies “R” Us, 12/7 — It’s Our Green Monday Sale – Let’s Go Gifting!
FansEdge, 12/7 — Green for 24-Hours! 30% off everything or Free Shipping
Costco, 12/3 — 15 Days of Christmas Deals Start Today! Day 1: Delicious Savings on Gift Baskets!
Horchow, 12/3 — WOW! 12 Deals of Christmas + 25% off decor + 30% off rugs + FREE shipping!
AJ Madison, 12/3 — Cyber Week Last Chance!
HP, 12/3 — ✫ Cyber week – lowest price ever on these bonus offers ✫
Toys “R” Us, 12/3 — Time’s Running Out! Hurry & Shop Cyber Week Savings
TigerDirect, 12/3 — Cyber Week Components: $44 1TB HD | $24 Windows 7 Bundle | Hundreds More Cyber Week Deals
Target, 12/2 — Come play with our Cyber Week toy deals.
Sears, 12/2 — Happy Cyber Week! Extra 25% off coupon inside!
Overstock, 12/2 — CYBER WEEK STARTS NOW!
Babies “R” Us, 12/2 — Cyber Week Savings on the Hottest Brands!
Northern Tool, 12/2 — New Deals For Cyber Week + Free Gift Card!
Nikon, 12/2 — Cyber Week Continues! 10% Off Refurbished Products
Clinique, 12/2 — Starts now: Pick 5 FREE for Cyber Week.
Walmart, 12/2 — Cyber Week: More top tech. More great deals.
Lenovo, 12/2 — Cyber Monday prices all week long
Lands’ End, 12/2 — Cyber Tuesday: extra day to save 40% off + free shipping & new markdowns
Lands’ End, 12/1 — 40% off + free shipping – even your boss is shopping today
New posts on EmailMarketingRules.com
Quick Email Marketing Wins in 2015
Happy Holidays to You and Yours!
Free Shipping Day Email Marketing Insights
Green Monday Email Marketing Insights
Email Marketing in 2015: What’s In and What’s Out
Cyber Monday Email Marketing Insights
The Top 10 Pins from the Email Swipe File: 2014 Year in Review
The POGLE Media Model: Paid, Owned, Granted, Leased, and Earned
Crowd Favorites from the Swipe File: November 2014
November Review & December Preview for the 2014 Email Marketing Holiday Calendar
Black Friday Week Email Marketing Insights
Winter Edition of the Email Marketer’s Holiday Planning Checklist
Quick Email Marketing Wins in 2015
Posted on December 30, 2014
Going into the New Year, instead of focusing on the new, why not focus on the easy. Below are my picks for email marketing initiatives that are low-effort and high-return:
- Optimize your snippet text
- Implement predictive intelligence for personalized recommendations
- Add defensive design elements to your email templates
- Test special characters in your subject lines
- Expand your A/B testing beyond subject lines
- Selectively remarket to non-openers
- Add the opt-down option to your unsubscribe page or preference center
- Re-permission your chronically inactive subscribers
- Take inventory of and review your triggered emails
>> Read the entire column on MediaPost.com
Happy Holidays to You and Yours!
Posted on December 24, 2014
Whatever you celebrate, I hope your holidays are filled with family and fun. Best wishes, Chad.
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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