Email Industry News Roundup: This week, a comprehensive guide of strategic practices necessary for sending engaging emails that will reach (and be opened by) the recipients, an ebook on email mistakes (and how to avoid them) and Gmail’s app getting a dark theme.

“Not viewing your email marketing as content is a mistake.” – Chris Baggott

In this article, we’ll cover the following most recent email industry news:

  1. An essential guide that will help businesses get their message through to the inbox
  2. A detailed ebook on the most common email mistakes and how to fix/avoid them
  3. Gmail is finally getting a dark theme

Let’s dig in.

2019 Periodic Table Of Email Optimisation and Deliverability

Email marketing is about more than just delivery and open rates. As a marketer, you might be investing heavily in email marketing. However, ISPs manage your customers’ incoming emails and define what content is eligible to reach the intended inboxes.

Our friends at Marketing Land published a free guide (The Periodic Table) that tells marketers everything they need to know about sending emails that subscribers would want to receive.

Each of the elements in the Periodic Table represents a factor which businesses need to consider if they want to be successful in email marketing. The elements are grouped into categories based on their relationships to one another. The categories are designated as related to either optimisation or deliverability. There is a Toxins section which is a classification for practices that can ‘poison’ your email marketing efforts. There is also a Traps section which elaborates on the methods used by inbox providers to catch spammers in the act. You should steer clear of those. Otherwise, you risk having all of your emails blocked and sent to the spam folder.

Lastly, you’ll notice there is an Experimental category which describes the emerging factors and practices which may play a significant role in your email marketing efforts.

Why do you need it? Given all the possible ways recipients might experience your messages – through different email clients, different ISPs, mobile and desktop, etc. – and, also, all the potential obstacles between you and your intended recipients, email is one of the most complex ways for businesses to communicate with their customers and prospects. Therefore, anyone who sends emails should definitely familiarise themselves with the strategic practices and tactical elements necessary for sending engaging email communications.

Get your free copy of the 2019 Periodic Table here.

The Anatomy of a Broken Email

You’ve spent a great deal of time crafting the perfect email. The images are just right. Your subject line is spot-on. The content, well… it’s brilliant. Overall, your email looks outstanding in the email editor, but… that’s not the case out there in the real world.

It doesn’t matter if you’re an email marketing pro or a newbie on your first day. Email mistakes can happen to all of us. They come in a lot of different ways: broken links, emails placed in the spam folder, subject line errors, broken dynamic content, rendering issues, spelling mistakes, clipped messages, etc. Have you had any of these issues?

Mistakes – such as the above – can be corrected. However, don’t underestimate the damage they can do to your brand in the long term. If you are looking to position your brand as a trustworthy and competent, the details matter. Mistakes like these, as correctable as they might be, definitely won’t work in your favour. Therefore, it’s important to find a way to get ahead of them and fix them before they even get the chance to make it to your recipients; and, cause damage to your brand.

Why are we telling you this? Our dear friends at Litmus published an ebook – The Anatomy of a Broken Email – which takes a detailed look into the most common email mistakes that can negatively impact the success of your email campaigns. They’ll teach you how to avoid the biggest email failures such as inconsistent client rendering across popular email apps and devices, delivery to the spam folder and what it means, spelling and subject line errors which are easy to miss, blue links which are ruining your email design and many, many more.

You can download Litmus’s free ebook here.

Gmail Is Getting a Dark Mode

Google announced they are slowly rolling out a dark theme to Gmail for iOS and Android devices. 

If you already use Android 10 or iOS 13 and have the dark mode switched on at the system level, Google states that Gmail will automatically adjust to dark mode.

In order to check if the dark mode has been made available to you, open the Gmail app, click on the ‘hamburger’ icon (top left), then Settings, then tap General Setting and you should see a new option there – theme. However, if you don’t see it, don’t worry. In their press release, Google said that dark mode is releasing over an ‘extended rollout’ period of 15 days or longer starting 24 September.

Why should you care? According to Litmus, mobile remains the most popular reading environment with 41.9% of emails being opened on smartphones or tablets. Therefore, with dark mode, you can conserve a bit of battery life and your’ phone’s screen will be easier on your eyes, too. 

Final Thoughts

Do you have any suggestions or ideas what email industry news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.

In the meantime, you can take a look at our email marketing blog for useful email advice, tips and tricks. Last, but certainly not least, we’ll keep you up-to-date with the most recent social media news, search engine news, PPC & Ads news as well as other digital marketing news we found interesting.

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Adi Angelova

Author Adi Angelova

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