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w✩EPiC - Weekly Email Picks #255

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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Email marketing trends 2018 from experts 
Seamless customer experience, GDPR and IA are not just buzz words but your ticket to stay ahead in digital space. Check out email marketing trends for 2018. [...]
 freshmail.com        Trend   
Trends in Email Marketing (and How to Up Your Game by 2018) 
A run through the email marketing changes we’re seeing in 2017 and what you can do to plan a competitive strategy on par with industry trends. [...]
 pagely.com        Trend   
2018 Email Marketing Forecast: Data, Micro-Moments, and Intelligence 
“Data-driven email marketing is all about interpreting your data to better understand your prospects and customers,” writes Fulcrum Tech. “It also involves implementing an email marketing plan with the information and insights you gather to deliver relevant email campaigns that target each customer’s needs, preferences, and interests.” We recently worked with Hilton on a data-driven campaign that featured a hyper-personalized email that went to Hilton Honors rewards program members. The message [...]
 business2community.com        Trend   
The 2017 Ecommerce Holiday Report [PDF] 0.6mb
Omnichannel marketing is all hype, no execution. The experts all agree: omnichannel marketing is key to success in ecommerce. That’s why it’s so surprising that the majority of B2C marketers have yet to achieve a true omnichannel ecommerce experience. According to the 2017 Ecommerce Holiday Report, 86% of ecommerce marketers have still not executed a full omnichannel marketing strategy for their brand. [...]
 zaius.com        Multichannel     Study   
4 Tips from the Litmus Live Email Conference 
Personalize to engage and retain users. “The BI [business intelligence] of today is the AI of tomorrow,” said Amazon’s Vicky Ge during her session, “Experimenting with Personalization.” She noted that businesses that personalize messages experience a 27% conversion lift. In fact, 79% of customers expect personalized experiences from the companies with which they interact—and 60% of them don’t mind sharing data if it improves their experience, such as quicker shopping or other incentives. [...]
 sparkpost.com        Design     Customization   
7 Ways to Future-Proof Your Organization With Data Driven Marketing 
1. Embrace Data Science. Businesses like MailChimp, Uber and Amazon (among countless others) have all embraced data science as a way of uncovering hidden opportunities for many different business units, including marketing. As the VP of Product Management (and previously the Chief Data Science), John Foreman says, “The data science team at MailChimp leads from the back in this way — constantly finding ways to serve other teams and our customers using analytics and data-driven products.” [...]
 oracle.com        Intelligence     Trend   
[Podcast #85] Apple Mail Not Loading Last Image in Emails [MP3]
(1:05) Did Brooklinen send the most genius marketing email ever: We debate whether Brooklinen’s Black Friday marketing email was a clever idea or email marketing pitfall. (6:03) Apple Mail sometimes hides the last image in an email: We haven’t seen this behavior first hand, but the good news is that adding any content after the image will force it to load (i.e. a simple period “.”). (8:42) HTML Email and Accessibility: Jason breaks down some of the best practices for accessibility in HTML email. [...]
 litmus.com        Design   
CSA IP Reputation List 
This past July, several of our clients began experiencing greater than normal spam folder placement at Microsoft Outlook. Our research shows that these issues coincide with Microsoft’s adoption of the Certified Senders Alliance (CSA) IP Reputation List. Initially this has mostly affected UK and Latin America Microsoft addresses, as CSA filtering was rolled out first in those regions. The Certified Senders Alliance (CSA) Central Whitelist was created in 2003 by eco – Association of the Internet [...]
 edatasource.com        Deliverability   
2017 Email Marketing & Unsubscribe Audit [PDF] 2.1mb
Almost 95% are following best practices for handling email unsubscribes and authentication, according to the 2017 Email Marketing & Unsubscribe Audit, a study by the Online Trust Alliance (OTA), an Internet Society initiative. Of the firms studied from March to August, 67% received a "best in class" designation this year. While that was down from 69% in 2016, it means they scored 80% or more in analysis of their email trustworthiness. Indeed, nine sites had perfect scores, meaning that they followed [...]
 otalliance.org        Unsubscribe     Study   
How To Use Emojis In Email Subject Lines 
How convenient it is to express yourself through emojis! Chatting has caused an increase in the use of emojis, and now we find ourselves in love with the idea of emojis everywhere. Why then should we avoid using emojis in email subject lines? A smiley emoji can convey that the mail is something to be happy about, and can just about increase the open rates for you. Emojis can express the content in the email in a better way, and attract the right set of audience. That’s why marketers are trying to fit [...]
 business2community.com        Subjectline   
GDPR: A 10-step action plan 
MarTech Today is a must-read daily news site for CMOs, CIOs & CTOs, marketing technology & marketing operations professionals, ad tech managers, UX experts & data analysts. [...]
 martechtoday.com        Law   
(Relatively) Painless Email Coding 
Writing HTML-based emails is like entering a strange web development time machine: you leave the modern world and find yourself going against every rule you’ve ever learned about web development. Want to put two things next to each other? Use a table. Want to nest two components within each other? Table within a table. Want pretty styles for your nice component? Forget external stylesheets?—?you inline those styles, baby. Oh, and by the way, some of those styles just won’t work in emails. Are you [...]
 nextbigsound.com        Design     Mobile   
How to Avoid the Gmail Promotions Tab 
1. More Text, Less HTML. An eye-catching email is sure to please any executive. The logic being it’s pretty, so why wouldn’t recipients click-through? While HTML is great for style points, it doesn’t do any favours for your metrics. That’s because what we do know about Google’s Gmail algorithm is that too much HTML is a red flag. It signals that your email is commercial content and nine times out of ten it’ll land in the Promotions tab. To get in the primary inbox, keep it simple. Write your emails [...]
 maropost.com        Deliverability   
[Podcast #84] Litmus Community Q&A Rapid Fire [MP3]
In the 84th episode of The Email Design Podcast, Kevin Mandeville answers recent questions from the Litmus Community in a rapid fire format, including topics on recent changes to Gmail symbols, CSS targeting for Gmail, hiding content in Outlook, and more. Be sure to follow along and join in the discussion on Twitter using #EmailDesignPodcast. [...]
 litmus.com        Design   
The Top 12 Emails of 2017 [GFX]
It’s true: Today’s inboxes are more crowded than ever. But with an eye toward smart design and strategy, marketers from brands big and small can create hugely successful email campaigns and become the heroes of their office. In this guide, we show off 12 of our favorite customer emails from 2017, break down what makes them so good, and introduce you to a few of the talented folks behind them. [...]
 myemma.com        Gallery     Marketing   
How 6 Brands Build Hype in Their Teaser Email Campaigns [GFX]
Go ahead and be a tease! Look to these six brands to create teaser email campaigns that will increase excitement around an upcoming product promotion! [...]
 beefree.io        Gallery     Marketing   
About that DMARC "exploit" 
A security researcher has identified a rendering flaw that allows for “perfect” phishing emails. From his website: Mailsploit is a collection of bugs in email clients that allow effective sender spoofing and code injection attacks. The spoofing is not detected by Mail Transfer Agents (MTA) aka email servers, therefore circumventing spoofing protection mechanisms such as [...]
 wordtothewise.com        Spam     Deliverability   
Mailsploit - bugs in email clients that allow sender spoofing & code injection 
Mailsploit is a new way to easily spoof email addresses. It allows the attacker to display an arbitrary sender email address to the email recipient. In the following demo I use potus@whitehouse.gov but any other email address could be used. And this is how it works: In an email, all headers must only contain ASCII characters, including the “From” header. [...]
 mailsploit.com        Spam   
Artificial Intelligence & Email Marketing - Part 2 
We work on some of the most complex and advanced email programs in the world. We’re always looking for ways to innovate and improve our customers’ programs. After working with OneSpot for years, we believe the personalization technology company is changing the game with machine learning and its practical application for email programs. I recently sat down with several members of the OneSpot team to get their perspective on the AI landscape and what their technology offers the modern marketer. [...]
 trendlineinteractive.com        Customization     Intelligence     Trend   
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