Industry News:  Industry Commentary

6 Manipulative Email Tactics that Marketers Should Stop Using in 2018

While brands everywhere are embracing customer-centricity, many relics of brand-centric thinking are still out there. Let’s resolve to focus more on serving our subscribers instead of trying to manipulate them, and to shift to respecting our subscribers’ intelligence instead of insulting it. With those goals in mind, here are six manipulative email tactics that have no place in modern, subscriber-centric email marketing programs

Interactive Email for Beginners: 6 Interactive Elements You Can Add to Your Emails Today

n the beginning of 2017, we asked over 1,200 email marketers about what they think will be the biggest email trend of the year. Interactive email lead the list, with 27% of marketers saying that 2017 would be the year of interactive email. And indeed, we did see some truly inspiring interactive emails, including these masterpieces from Nest, B&Q, and Burberry.

The Truth About Email Marketing [New Research]

It’s inevitable. If you’re keeping up with industry news, you will come across reports about the decline of email. And you’ll probably find at least as many reports refuting those claims. In order to separate fact from fortunetelling, Return Path partnered with Ascend2 to survey business leaders and marketing decision-makers for a true insider’s view of the state of the email industry.

You’re an Email Beginner? Don’t Panic

So, you’re in charge of email now. Maybe you’re a web developer and your boss asked you to help out on some email projects. You said yes, just to find out that building an email is nothing like building a website. Or you’re a marketer and somehow your brand’s email marketing strategy landed on your plate—and you don’t even know where to start.

Is Your Email Aesthetic Hurting Your Clicks?

The digital aesthetic, especially for email, has changed drastically over the last 10 years. Technology has improved, consumers are increasingly savvy and designing for online consumption has become an artform. Across digital channels, we’ve seen a progression from crowded and clunky to sleek and minimalist. In our effort to produce creative with a modern aesthetic, are we depriving our audiences of a positive user experience? Is our creative contributing to tune-out and abandonment?

To Emoji, or Not to Emoji?

Using emojis in email subject lines is a trend that has grown tremendously over the last few years, and it’s a trend that’s not likely to disappear anytime soon. In fact, the use of emojis in marketing email subject lines increased 775% from 2015-2016, according to Email Marketing Daily. Whether you ❤︎ emojis or hate them, these tiny symbols have made an impact on the way we communicate. For marketers, it’s another tool we can use to stand out in our customers’ already crowded inboxes and enhance the meaning of our subject lines.

4 Elements of Successful Email Calls to Action

Do you want to boost email engagement and conversion rates for your brand? If you want to convert more customers and earn more revenue from your email campaigns, you need to create calls to action (CTAs) that resonate with subscribers. CTAs are elements within an email that encourage subscribers to take an action. These actions might be reading an article, browsing through an online store, or making a purchase.
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