Email Industry News & Insight

Are soft opt-ins a good email experience?

Are soft opt-ins a good email experience?

When you visit a supermarket in the UK, one of the first things you have to do is give a pound coin deposit before you can get hold of a shopping trolley (sorry, cart). It is an awful way to start a customer relationship. It says “Welcome to our store. Even though you are going to spend hundreds of pounds with us, we have no trust in you whatsoever”. It is an inconvenience, but because every company does it, it becomes accepted.

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Why you should attend the Email Design Conference #TEDC13

San Fransico, London and Boston will be hosting Litmus’ email marketing based conferences this year. With dates in September through to November, it will be bringing together speakers from various agencies and brands who have blazed trails for the industry. It’s bound to be an insightful experience as well as the following:

  • Meet fellow email professionals
  • Network with industry experts
  • Get inspired by tons of real-world examples
  • Gain actionable takeaways to take back to the office
  • Discover industry trends and best practices

Speaker sneak-peak…


For more information and to purchase your tickets click here.

Industry Weekly Wrap-up

Here are our favourite links from the past week (and beyond) of email marketing and digital. Read and share and let us know what you think!

1. Analysis: Best v. Worst Email Subject Lines Print in the Mix 
2. Rumor: Apple’s Next iPhone to Arrive Sept. 10 PCMag
3. Email-led Startups Kate Kendall
4. Google filing says emails sent to Gmail have no expectation of privacy SlashGear
5. Gmail Opens Drop 18%: Are Tabs to Blame? Justine Jordan, Litmus
6. Sprout Social Case Study: Welcome Email Makes A Good First Impression Litmus
7. 21 Email Metrics You Should Start Measuring Today ClickZ
8. Email Marketing For Mobile App Creators SmashingMag 

Also, don’t forget to register and join us at the Email Design Conference where Elliot will be speaking. Early bird tickets are on sale now.

Case study: Add us to Gmail Primary Tab

Update – you might want to be in the Promotions tab after all – here’s why.

A popular topic amongst marketers at the moment is the most recent curveball from Google: Gmail tabs. It is still early days and it will be interesting to see what the long-term effects will be for email marketers.

For brands that already have a loyal audience of openers and converters, I can imagine it won’t be too hard for them to compete in the promotional tab or even be moved over to join the primary, personal emails of their users. So which brands are trying their luck? Take a look at some of the examples we’ve seen of brand responses – and remember, if you don’t ask, you don’t get…

Kate Spade Saturday

Kate Spade

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Mobile email: Click-to-call examples

Mobile sites that offer services would be smart to host a click-to-call link on their homepage for users to easily get in contact and make an enquiry – especially if that is their primary communication channel for customers (Gladstone Brookes example below). The reason for this is it’s simple, easy, convenient and ‘no fuss’ for the user.


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