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w✩EPiC - Weekly Email Picks #224

Welcome to this week's edition of the email marketing roundup. Please find selected news and inspiration below. Have a nice weekend!

Greetings from Berlin,
Rene Kulka/@lukeAnker
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Zen and the Art of the Email Subject Line 
We’ve analyzed millions of email experiments that incorporate everything from layout and design to product descriptions and emotional concepts. We’ve found that across all industries, emotions contribute more than 60% of email opens, clicks, and overall engagement. [...]
 persado.com        Subjectline     Study   
A How-To Guide on Embedding HTML5 Video in Email 
This article will teach you how to embed HTML5 video so that it can be played in email clients that support video in email, specifically Apple Mail, iOS 10 and the Samsung email client. It will also cover various fallback techniques so that alternate content is displayed in the clients that cannot play video. [...]
 emailonacid.com        Video   
How to Move Machine Learning From Possibility To Practice 
Imagine a world with no spell check -- then suddenly hearing someone say that there were tools available to autocorrect all your spelling in any language on the fly. "Blasphemy!” people might cry, until they tried it. Marketers today might think the same thing if you tell them that machine learning can improve their email campaigns. [...]
 mediapost.com        Intelligence     Test     Trend   
Choosing an email service provider to fit your needs in 4 steps 
As one of the most commonly outsourced services, an ESP (email service provider) can be a great asset to a marketing team. Choosing the wrong one, however, can slow projects and inhibit email creativity, as well as cause issues with subscribers. Finding the best ESP for your company means more than just wandering out into the marketplace with a wad of cash. It’s about understanding what your team — and your customers — uniquely need from the email marketing channel. [...]
 marketingsherpa.com        ESP   
When should you use confirmed opt-in? 
As an email marketer, I would rather have 100 customers who open and engage with my messages than 10,000 who don’t. (I’ll pause a moment here while you imagine your CMO’s head exploding if you ever said that in a team meeting.) Kidding aside, we marketers have always focused our acquisition efforts on adding massive quantities of email addresses to our databases. Today, we’re finally beginning to understand that the focus must shift to quality as well. A strong database isn’t just numbers but what [...]
 clickz.com        Listbuilding     Listhygiene   
4 Ways the Email Newsletter Is Making News Better 
From Facebook’s Macedonian Fake News Factory to Google returning false election results, fake news was a major story of the 2016 election. Anyone who’s ever received a chain email will tell you fake news is nothing new; it’s just spreading faster than ever (maybe even faster than the disease you’ll get if you don’t forward this to 10 coworkers). Regardless of the broader effects of fake news, everyone agrees it’s harder to get to the real stuff when you have to sift through twelve million links to [...]
 convinceandconvert.com        Marketing   
T-Online.de Previews now Available in Litmus 
We’re excited to announce the addition of the popular German web client T-Online.de to our suite of 60+ email clients and devices in Litmus Instant Previews. The German email client market is dominated by local inbox providers. GMX and Web.de lead the list of the most popular inbox providers in Germany, but T-Online.de comes in third with 12% of all Germans reading their emails through this provider. With this significant market share, email marketers who send to a German audience should optimize [...]
 litmus.com        Design     Tool   
Background Image now supports in Windows 10 Mail & Live Mail 
Before the webmail era took over, the first email client name that came to the mind of the masses was Outlook. What started as Microsoft Internet Mail and News 1.0 in 1997, got rebranded as Outlook [...]
 emailmonks.com        Design   
Windows 10 Mail: VML Background-Solution 
So as we all know, background images in Outlook were always kind of wonky; but research and testing prevailed and we figured out a way to make them work. Windows 10 mail comes along and decides to throw a new wrench into the system and not properly support some aspects of VML. The good news is, there's a workaround! I spent a bit of time researching this, testing and retesting, but we finally have a nice VML background snippet that works across both Outlook (2000-2016) as well as Windows 10 mail. [...]
 litmus.com        Design   
Using Link Targeting for Improved Inbox Personalization 
Device targeting is the ability to identify the device and email client as the email opens to render specifically targeted content for each device used. Companies are currently using this technology to drive “tap-to-text” functionality. DIRECTV expanded subscription sales by allowing current customers to upgrade their services with a single text message from its email campaign. [...]
 oracle.com        Customization     Mobile     Trend   
Easter Themed Emails for Design Inspiration [GFX]
Don't leave your Easter email marketing campaigns until the last minute, check out these emails from other businesses for design inspiration [...]
 emailcenteruk.com        Event     Gallery   
The GDPR and What It Means for Your Email Marketing 
Come May 25, 2018, a large and significant new ruling will directly impact email marketing to citizens of the European Union (EU). Here's a summary of what the regulation is and how it will affect your email marketing campaigns. [...]
 mailermailer.com        Law   
Design Report Card: The Best Valentine’s Day Email GIFs [GFX]
In the world of email design, special occasions have come to mean one thing: Getting animated! As in, including an animated GIF in your email design. The big takeaway: email marketers increasingly see animated GIFs as a must-have for volume-heavy email days. This Valentine’s Day was no exception. In fact, we saw so many Valentine’s Day themed animated GIFs in emails that they’re going to be our primary focus today. Check out how brands are using animations, and consider these email design GIF tips [...]
 beefree.io        Event     Gallery     Design   
Why so many IP addresses? 
Hi Laura, Merry Xmas and wishing you a Happy New Year! I recently looked at a popular ESP’s IPv4 space and I was astounded. How does an ESP get an IP allocation of 20,480 IPs? ARIN guidelines do not allow “MX/Mailing” IPs to count towards a valid justification especially in the case when each and [...]
 wordtothewise.com        Deliverability   
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