Receiving emoji’s in your subject lines – love it or hate it?
According to Litmus, the use of emoji’s have skyrocketed 777% year on year – increasing in popularity at such a rate, Oxford Dictionaries named an emoji ‘Word of the Year‘ in 2015.
Thanks to the emoji, subject lines are able to become a lot more expressive. The likes of 😍 and 👻 are creating a whole new language within the digital world…
Every so often email marketers start to get concerned about ‘the fold’, or it’s equivalent ‘the preview pane’. We look at where the break is, which content will be displayed in the first screen of our campaign, and then start planning our content hierarchy and design around this. Invariably, as a result (and sometimes down to the perceived ‘best practice’) we then start to cram in calls to action, offers, headlines, images, and all sorts of links to things that users don’t care about.
Our friends at Litmus have released this great infographic detailing some of the best practices and considerations for designing mobile emails. Mobile email client use is rising sharply, but email marketers are still playing catchup in terms of optimising their campaigns for these users – there’s plenty of tips here to get you started.
Find out more on the Litmus Blog.
Spotted on Litmanlive’s blog, here’s a cool campaign from the UK arm of Krispy Kreme – a really simple concept but a great example of using clever, timely copywriting to drive the message.
Change of address emails are often sent when a company moves to a new email marketing provider, mainly in order to improve deliverability. Their purpose is two fold – the core message is for the user to add the new sending email address to their address book, whilst behind the scenes, sending a low-impact message message like this helps improve the deliverability reputation of the new sender (a process commonly referred to as IP Warming). These steps combined help ensure the campaigns are sent to the inbox and not the trash or spam folders.
Examples of these types of campaigns are often difficult to come by, but this example from UK hardware store Wickes serves as an example of some best practices. The overall shell of the email is on brand and will likely follow through to the upcoming marketing emails, with a prominent logo, navigation and links to social activity. The primary content is the instruction to add the sending email to the user’s address book, with detailed instructions for the popular email clients. Underneath there is a limited amount of sales based content, which is something that’s often missed in these campaigns. Whilst the key message should still be to update the address book email, sales content can still take secondary place – there’s a good balance here.