70+ examples of how email preheaders drive opens

The preheader is a small text fragment that precedes the header part in an email layout. Most often it’s the well-known “view in your webbrowser” link, or an “add us to your contacts” request. However, good preheader copy is capable of more than sitting on top of the email as a functional element. Continue reading

Sherpa Email Summit & M3AAWG Meeting – Twitter takeaways

Two major email events have been held this week: The MarketingSherpa Email Summit 2014 in Las Vegas, and the 30th General Meeting of the Messaging Anti-Abuse Working Group in San Francisco. If you – like me – weren’t able to attend, you may want to have a look at what those marketing and deliverability folks shared with us on Twitter: Continue reading

Gmail’s image caching: How it affects email marketing & how to heal your opens tracking

Gmail started caching images (see wordtothewise.com and my post on emailmarketing.de): It saves image files from unique URLs temporarily and changes the image URLs in newsletters so that they point to the cached images on googleusercontent.com. The user’s browser then loads and displays Gmail’s cloned images. For marketers, this may lead to reduced tracking and marketing opportunities. Here is why.

gmail-image-cachinggmail-image-caching-problems Continue reading

Email volumes on the rise

Christmas is coming. With the holiday season, it’s the same procedure as every year: Email volumes tend to reach new highs. However, this doesn’t necessarily apply to all markets.

Can you guess which one of the following two area graphs shows German senders, and which one shows email senders from the United States? Email volumes in Germany and the US over time Explore more details using two interactive charts: Continue reading

Email benchmarks?! Forget about them

MailerMailer recently published their 2013 email marketing metrics report. Among other things, it lists email benchmarks like click rates, open rates, click-to-open rates and bounce rates by industry. Compare yourself: Continue reading

Email volumes by Email Service Provider (ESP)?

email-magnitudeHave you heard of “dmexco“? It’s the biggest digital marketing fair in Germany, which takes place from 18 to 19 September 2013 in Cologne. The organizer expects more than 24,000 people visiting the 720 exhibitors. There will of course be many Email Service Providers (ESPs), each one competing for attention with new features and know-how… For prospects looking for an emailing software, one of many indicators of ESP expertise seems to be monthly of yearly email volume. An ESP, who claims to be responsible for 3 billion emails per month, is thought to be more developed and experienced than one, who sends just 1 billion. The conclusion doesn’t necessarily have to be true. Anyway, the numbers show up on exhibition stands and on brochures for a reason. Do we have means to verify them? Continue reading

Open rates – what about accuracy?

Open rates are a basic measure of email marketing success. However, there are (at least) two problems with them: accuracy and standardization. Continue reading

All-clear: Tabbed Gmail doesn’t affect (my) click rates. What about yours?

Did you notice some alarmism lately? Gmail introduced a new inbox, which auto-sorts emails into tabs. Marketers fear, their emails become less visible and response rates drop now that they are filed under a promotions tab. After all, Gmail is one of the two biggest email providers. (The other one is good old Outlook.com/Hotmail.) So… do those marketers have a reasonable concern? Continue reading

How schema.org markup improves double opt-in

Do you remember Gmail actions? Google presented them about 7 weeks ago. Actions are based on schema.org markup in emails, which allows email clients or even search engines to better understand what emails are about. Email clients then can use this information to improve the user experience. Continue reading

Slides: „E-Mail von Tante Emma“ (M3 CAMPIXX 2013)

Am 15. und 16. Juni 2013 fand die erste M3 CAMPIXX Konferenz statt. „M3“ steht für „Marketing 3.0“. Erklärtes Ziel dieser nächsten Stufe soll sein, Menschen absolut in den Mittelpunkt zu rücken. Nicht nur auf Kundenseite, sondern auch auf Seiten der Werbetreibenden. Wie diese Denke ins E-Mail-Marketing passen könnte, zeigte der Workshop „E-Mail von Tante Emma“. Die Vortragsfolien finden sich hier: Continue reading