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w✩EPiC - Weekly Email Picks #186

Welcome to this week's edition of the email marketing roundup. Please find selected news and inspiration below. I've been on holiday since March, so this time, the list goes back a little more. Have a nice weekend!

Greetings from Berlin,
Rene Kulka/@lukeAnker
[Profile Picture]
* Lessons we learned while protecting Gmail users [VID]
Adjust detection to product use-cases – Tune your machine-learning classifiers to match your product needs When you make a statistical decision, you can err on one side of the decision or the other. For example, you can decide to detect more spam at the expense of flagging good mail as spam (false positives) or you can reduce the number of good emails flagged as spam at the expense of having more spam not detected (false negatives). How to balance the two (to a reasonable level, that is) is product [...]
 elie.net        Spam     Study     Deliverability   
* 2016 Email Marketing Industry Census [PDF] 3.4mb
Email again delivers highest ROI ahead of SEO, but is not receiving the budget spend. Email’s reputation for generating return on investment remains undiminished in 2016. In this year’s report it comes out top for ROI (ahead of SEO), with three quarters (73%, up from 66%) of companies agreeing that email offers ‘excellent’ to ‘good’ ROI. However, surprisingly, as a proportion of marketing budgets, investment in email as a channel remains low. [...]
 adestra.com        Study   
Erinnerungs-E-Mail bei Kaufabbruch: Spam oder Service? 
So gelangte auch unsere Mandantin bei der Suche nach einem günstigen Flug im Netz von Fluggesellschaft zu Reiseanbieter zu Vergleichsportal. Kurz darauf wurde sie von einer der besuchten Seiten per E-Mail aufgefordert, das von ihr eingeholte Angebot zu buchen, solange der Preis so niedrig bleibe. Unsere Mandantin hatte nicht in den Empfang einer „Erinnerungs-E-Mail“ eingewilligt und sah sich von dem angeblichen Service belästigt. [...]
 multimediarechtler.de    (translate)     Law   
Inbox by Gmail: keep track of events, newsletters and links  
Life can get really busy. Inboxes too. Just think about everything inside your own inbox, from personal messages and trip itineraries to promotional offers and yes, even bills. It's all (mostly) important, but it can be overwhelming to stay on top of everything. And sometimes, you might miss something really important amidst all the rest. Starting today, you'll discover three new experiences in Inbox—streamlined events, glanceable newsletters and saved links—that help you better keep track of things [...]
 googleblog.com        Mobile   
The Biggest Disruptors to the Future of Email Marketing 
Email marketing has changed significantly over the past several years—driven by migration of email reading to mobile devices, the debut of email on wearables like the Apple Watch, and broad adoption of engagement-based email filtering by inbox providers. Given all of these changes, we were curious what the next several years had in store, so we asked 20 experts: “How will email marketing and the subscriber experience change by the year 2020?” [...]
 convinceandconvert.com        Trend   
2016 Retail Email Benchmarks and How to Beat Them [PDF] 6.7mb
It shouldn’t come as a surprise that the more strategic your emails are, the more money they’ll make. The DMA found that only 14% of email revenue comes from broadcast campaigns – untargeted and unsegmented emails that are sent to the entire list. Activity-based triggers and lifecycle-based triggers bring in 18% and 12% of email revenue, respectively. Emails that are personalized to specific segments that cover the entire list, what we would call Recurring Automated Campaigns, [...]
 listrak.com        Automation     Conversionrate     Study   
Wie Sie mit Lead Scoring Kontakte richtig bewerten 
Trennen Sie die Spreu vom Weizen und bewerten Sie Ihre Kontakte hinsichtlich ihrer Qualität in Übereinstimmung mit Ihrer Buyers Persona! Kennen Sie das? Sie sehen tagtäglich, wie sich neue Interessenten bei Ihnen registrieren, vielleicht den Newsletter abonnieren oder sich für Spezialangebote interessieren. Sie stecken viel Kraft, Herzblut und Arbeit hinein, diese Interessenten nun als Kunden zu gewinnen. Sie setzen Mailings auf, Sie beantworten jede Anfrage, Sie telefonieren hinterher. Sie stellen [...]
 email-marketing-forum.de    (translate)     B2B     Intelligence     Segmentation   
Blacklist Basics: The Top Email Blacklists You Need to Know 
There are two types of blacklists: IP address-based and domain-based. IP-Based: Real-time Black Lists (RBL) and Domain Name Server Black Lists (DNSBL) are lists of IP addresses whose spam status changes in real-time. Mailbox providers check these blacklists to see if the sending server is managed by a sender who allows others to connect and send from their system (open-relays). They also check for known spammers or mailbox providers that allow legitimate spammers to use their infrastructure. The [...]
 returnpath.com        Spam     Deliverability   
How integrating original blog content spurred a 145% engagement increase 
When United Capital, a private financial life management company out of Newport Beach, California, rebranded its weekly newsletter to focus on the prospect journey, the included content also needed a different focus. Read how by integrating original content authored by internal subject matter experts, instead of including only curated content, the digital marketing team was able to increase newsletter engagement by 145% in one year. [...]
 marketingsherpa.com        Study   
Content Marketing als Reaktivierungs-Tool [PDF] 1mb
Durch eine Kombination von individuellem Content und tagesaktuellen News in einem rein redaktionellen Newsletter, konnten 35 Prozent der Empfänger reaktiviert werden. Am effektivsten war die Kampagne sogar in der Gruppe der Noch-nie-Reagierer (rund 940.000). Das sind Adressen, die seit ihrer Anmeldung zum Newsletter noch nie geöffnet oder geklickt hatten: 50 Prozent davon konnten mit der Weckruf-Kampagne aktiviert werden [...]
 agnitas.de    (translate)     Listhygiene     Segmentation     Study   
Email Deliverability: Guide for Modern Marketers [PDF]
If you don’t pay attention to segmentation, dynamic content, and engagement, you will find a majority of your emails ending up in bulk or spam folders. Understanding global differences from country to country is also integral to success. In this guide, we cover: Best practices, ISP landscape, international regulations, proven strategies, common pitfalls, and much more. [...]
 eloqua.com        Deliverability   
Silent Email Subscribers: How to Approach Them 
Depending on your business, it’s likely your subscribers are sending you a variety of silent messages as they ignore your emails. Here’s a sampling: "I already bought." - These contacts may have purchased from another channel, a competitor or even purchased used. No matter the reason, they aren’t in the market anymore. [...]
 silverpop.com        Unsubscribe     Listhygiene   
2016 Sender Score Benchmark Report 
This report showcases the state of email reputation, analyzing: Where all attempted messages are coming from and how much of that is getting delivered; How the reputation landscape has changed year over year; How the top mailbox providers are choosing to place messages based on their sender’s reputation. [...]
 returnpath.com        Study     Deliverability   
E-Mail-Marketing - Benchmark 2016 [PDF] 1.6mb
Inxmail ist ein führender Lösungs - anbieter im E-Mail-Marketing mit Standorten in Deutschland, Italien, Frankreich und Australien. Das Unternehmen steht für leistungsstarke Versandlösungen und exzellenten Kundenservice. Mit den E-Mail-Marketinglösungen von Inxmail setzen weltweit über 2.000 Kunden in über 20 Ländern erfolgreiche Kampagnen und Newsletter um. Lösungen Die Kernlösung ist Inxmail Professional, mit der sich verkaufsstarke E-Mail-Kampagnen schnell und effizient umsetzen [...]
 inxmail.de    (translate)     Study     Trend   
Webcast: 8 Trends that Will Define the Future of Email [VID]
Email marketing has experienced great shifts in recent years, and is set to undergo dramatic changes before the end of the decade. We explored the future of the channel in our recent Email Marketing in 2020 report, where we asked 20 experts to share their vision for how email will change over the next several years. [...]
 litmus.com        Trend   
Foundation for Emails 2 (Formerly Ink) 
We know building HTML emails is hard, especially responsive emails. That's why we created Foundation for Emails. Get away from complex table markup and inconsistent results. Use Foundation for Emails to spend less time coding emails, and more time on other things, like building amazing products. [...]
 zurb.com        Design     Mobile   
Tends: Interview with Lauren Smith 
I interviewed Lauren Smith from Litmus, the email analytics software provider about some of the latest changes in the email marketing industry and what mar. Marketing topic(s):Email marketing analytics. Advice by Robert Allen. [...]
 smartinsights.com        Trend   
Prevent Gmail from clipping your email 
So much goes into planning the perfect email campaign, from the visual content and the copy to the subject line and the call to action. Amidst the meticulous planning it can be easy to overlook a simple snafu: if your message exceeds a size limit—regardless if it’s too text-heavy or image-heavy, or both—it can get clipped. Message clipping is especially common for Gmail users, where HTML emails larger than 102 KB get trimmed. The Gmail app for iOS clips messages larger than 20 KB. This can cause an [...]
 beefree.io        Design   
Preheader testing: +30% open rate for trade journal 
“Most email clients nowadays pull and display a preview text in addition to the sender (or ‘from’) name and subject line of an email. While all inbox fields are fertile ground for optimization and A/B testing, optimizing preheader snippet is frequently a quick win,” Laz Tyrekidis, Digital Marketing and Audience Director, Metropolis Business Media, said. [...]
 marketingexperiments.com        Subjectline     Test   
Gmail's Nontraditional Feedback Loop 
With the announcement of Gmail Postmaster Tools in July 2015, the Gmail FBL data became part of the information available to marketers on an individual level. The feedback loop dashboard shows two graphs— one for the average FBL spam rate by day (when available) and one for identifier volume—which shows the number of unique identifies flagged by the FBL per day (when available) over time. However, if you do not implement the Gmail FBL headers or you do not get an extremely high complaint rate on your [...]
 returnpath.com        Intelligence     Deliverability   

My Blogs, Notes & Interviews:
 Email Xcellence Award: Die drei Gewinner stehen fest!
Tchibo, AMC und Urlaubspiraten wurden am 15. April auf dem BERLIN EMAIL SUMMIT mit dem Email Xcellence Award ausgezeichnet. Prämiert wurden diese drei [...]
 So war’s: Das BERLIN EMAIL SUMMIT 2016
Am 14. und 15. April trafen sich Marktteilnehmer aus E-Mail- und Online-Marketing sowie aus dem CRM-Bereich auf dem BERLIN EMAIL SUMMIT – zum insgesamt [...]
 Xing beeindruckt (mich) mit viralem 1:1-Newsletter
Gratulation: Das Businessnetzwerk Xing feiert 10 Mio. Mitglieder im deutschsprachigen Raum. Die „Top 5 % der bestvernetzten Mitglieder“ erhielten zum Dank [...]
Hyper-Personalisation: The Scattergun is Obsolete
Please find this week's email industry roundup here.

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