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w✩EPiC - Weekly Email Picks #276

Welcome to a new edition of the email marketing roundup. Please find selected news and inspiration from the last two weeks below. Have a nice weekend!

Greetings from Berlin,
Rene Kulka/@lukeAnker
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The Age of Personalization [PDF]
Brands are aggressively using email as a personalization tool, especially in North America. But contrary to other reports, email ranks only sixth in delivering ROI with personalization, although that may be because the metric is difficult to measure, according to The Age of Personalization, a survey by Harvard Business Review Analytic Services, sponsored by Mastercard. North American companies lead the way, with 56% using email for personalization, compared with 47% in Europe and 42% in Asia-Pacific. [...]
 hbr.org        Customization     Study   
Mailchimp Has a New Look 
We’ve updated our logo, wordmark, typeface, colors, and imagery like photography and illustrations. We’ve also evolved from “MailChimp” to “Mailchimp” with a lowercase c. Our name began as a playful metaphor: a chimp who delivers your mail. These days we do so much more than that, and our name stands for more than its component parts. Aside from new colors and illustrations, everything inside our customers’ Mailchimp accounts will be largely the same. We’ve made a few changes to our website that make [...]
 mailchimp.com        ESP   
Adobe & Marketo: 1+1 = 0.5 (sometimes) 
Congratulations to Adobe for its ~$4.8bn purchase of Marketo - big news in the marketing automation space. Marketo was trading for about $1.8bn when Vista Private equity took it private, only to flip it for >2.5x that value just a few years later. Adobe has impressively continued to build out quality assets in its portfolio – Omniture, Day Software (now Adobe AEM), Neolane (now Adobe Campaign), TubeMogul and most recently Magento. All of these acquisitions frame Adobe as the clear leader in the [...]
 linkedin.com        ESP     Trend   
Marketoonist: Marketing Automation 
Brands are increasingly adopting marketing automation, with email marketing as the most common application. Marketing automation has great potential to help deliver personalized useful messages to an audience that wants them. Yet a recent Econsultancy study found that 37% of brands say their marketing automation efforts are not successful. I wonder how much of the failure rate relates to how the tool is frequently used. [...]
 marketoonist.com        Automation     Marketing     Spam   
Rechtsunsicherheit: BGH zur (Un)Zulässigkeit von Zufriedenheitsumfragen 
Nach zahlreichen Entscheidungen der Instanzgerichte hat sich mit Urteil vom 10. Juli 2018 nun auch der Bundesgerichtshof zur Frage der Zulässigkeit von Feedbackumfragen geäußert. Konkret ging es um die Frage, ob eine Feedbackumfrage, die gemeinsam mit einer Rechnung per E-Mail versandt wurde, auch dann mit deutschem Wettbewerbsrecht vereinbar ist, wenn zuvor keine Einwilligung des Adressaten in die Zusendung solcher Umfragen eingeholt wurde. Hier der Wortlaut des streitgegenständlichen Teils des [...]
 bevh.org    (translate)     Law   
How Trello’s One-Man Email Team Manages to Make Email Magic 
What did you learn from running tests? One of the older newsletters had this huge graphic on the top. And it was this thing where one of our marketing team members would spend like an hour just making this graphic every week. We ran a test, and in a version we sent that didn’t include it, the conversion rate was close to 5% higher. So, it saves her a couple hours a week and helped us focus on the content side. We do a lot of things like that?—?CTA testing, etc. [...]
 reallygoodemails.com        Marketing   
ICO: Legitimate Interest for B2B Email? 
My question was: "please answer 'yes/no' to whether legitimate interests may be appropriate to send marketing emails to employees at a corporate body to their personal corporate email addresses (e.g., personsname@org.co.uk) when the person is not an existing customer." ICO's response is: "If you are sending a marketing email to a corporate subscriber such as, firstname.lastname@company.com, then you do not need prior consent before you send the marketing email. You may be able to rely on [...]
 linkedin.com        B2B     Law   
Kurz erklärt: One-Click Unsubscribe 
Wohl jeder hat schon unangenehme Überraschungen nach dem Klick auf einen „Abmelden“-Link in einer Werbemail erlebt. Die Aufforderung zum längst vergessenen Login oder zur Verifikation von Daten wie der beim Dienst hinterlegten Postanschrift ist für manche Nutzer eine Hürde für die Abmeldung – erst recht, wenn sie sich gar nicht an einen Registrierungsvorgang erinnern können. Umso erfreulicher, wenn ohne weitere Umstände eine Meldung wie „Sie wurden erfolgreich abgemeldet“ erscheint. Dies ist jedoch [...]
 heise.de    (translate)     Unsubscribe   
Kleiner Knopf, große Wirkung: Das perfekte CTA-Design 
Von der Registrierung als neuer Nutzer über den Download eines eBooks bis hin zur Kontaktaufnahme mit dem Kundenservice: All diese Aktionen werden über Call-to-Action-Buttons auf einer Website ausgelöst. Vivecca Frank ist Expertin im Bereich Design und Branding und arbeitet im Berliner Büro der internationalen Kreativplattform 99designs. Im folgenden Artikel erklärt sie, wie Nutzer durch einen gut gestalteten CTA-Button im Kaufprozess geleitet werden – und wie das entsprechende Design gestaltet werd [...]
 newsletter2go.de    (translate)     Design     Clickrate   
The 10 different hats email marketers wear 
Getting into email marketing occurs almost by accident. There aren’t any organized degree programs that teach you all that you need to know about email marketing. Most practitioners I know, including [...]
 medium.com        Marketing   
Email at Stack Overflow 
The UI pattern library for the Stack Overflow, Stack Overflow Careers, and the Stack Exchange Network. How to create consistently-designed, properly-rendered email. Templates Starting points for creating new emails. Short Transactional: Great for emails with a single message like “Forgot password”, “You’ve been removed from a Team”, or “Cart abandonment”. [...]
 stackoverflow.design        Design     Marketing   
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