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tactics The Results Are In: A/B Testing HTML vs. Plain Text Emails - Litmus

Use the language attribute A lot of the work in successful multilingual campaigns happens in your code. The underlying HTML and CSS provides context, structure, and formatting necessary for properly displaying content in different languages. Perhaps the most important code element is the proper use of the language attribute (lang) in HTML. The language attribute allows you to declare what language an email—or section of an email—uses, so that the subscriber’s email client, browser, or screen reader [...] [more]
oracle.com    Design

tactics Do I Need to Send an Apology Email Because of This?

For correction emails, where you’re simply correcting the functionality or content of an email: In most cases, reuse the subject line of the email you’re correcting, but preface it with “CORRECTION:”, “UPDATED:”, or something similar. That clearly associates this new email with the previous one to help those that opened the other, while also making it clear to people who didn’t open to focus on this one instead. [...] [more]
oracle.com    Marketing

strategy The Questions to Ask Instead: Email Performance Measurement [VID]

In this 25-minute webinar, we look at common questions some marketers ask about email performance measurement, including how many: Subscribers opened your email? Subscribers clicked through my email content? Email recipients clicked through and converted? [...] [more]
oracle.com    Marketing

discussion Email Marketing Trends for 2020

In the ever-changing world of email marketing, it can be difficult to know where to invest your time and energy. To help you prioritize your email marketing efforts this year, we surveyed Oracle CX Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics as well as their predicted impact during 2020. See what they said about competitive differentiators. [...] [more]
oracle.com    Trend

tactics Dark Mode for Email: How Should Marketers Adapt?

Dark mode is a major trend in user interface experiences across a wide range of apps, including email clients. As support for dark mode continues to grow, the question that our clients are asking us is: Should my company change its designs and code to be compatible for dark mode for email and, if so, exactly what changes should we make? [...] [more]
oracle.com    Design

discussion 6 Ways that Subject Line Writing Has Changed

Have your subject line writing strategies and tactics kept up with the times? Check and see if you’re accounting for these six changes in subject line writing, going from the oldest to the newest trend. [...] [more]
oracle.com    Subjectline

discussion How to Bring Your Gmail Promotion Annotations To Life

Google’s mission is to sift through the ocean of data out there and bubble up the most critical information so you can find it more easily. They do that in their search results and they increasingly do that in Gmail, whether it’s through Gmail Highlights, featuring the “Top Deals” in the Promotions tab, or through their latest feature, Email Annotations. [...] [more]
oracle.com    Subjectline, Design, Marketing

discussion Email Deliverability Quarterly: Return Path Acquired, CCPA Update, Yahoo-AOL Merged, and More

At the beginning of May, Validity announced that it was acquiring Return Path, a pioneer and leader in the email deliverability space. At the end of the month, the sale was completed. Since then, Validity, which also owns email validation service BriteVerifty, has started to make big changes, laying off 170 Return Path employees during June alone. What this means for marketers: [...] [more]
oracle.com    ESP

tactics Using AI Subject Line and Copywriting Tools Successfully

Brands are turning to AI and machine learning to answer extremely complex questions, including, “What words should I use to communicate most effectively?” Companies like Persado, Phrasee, Touchstone, and others have turned AI’s data-crunching and pattern-finding power onto email subject lines, as well as other marketing copy. [...] [more]
oracle.com    Subjectline, Tool

discussion Exploitive Email Bots Clicks Pretending to Be Engaged Subscribers

Bots are having a profound effect on how the internet functions and may even outnumber people on some platforms like Twitter. Email marketing is not immune to click bots, with the newest activity being from bots that mimic human subscribers in order to collect information to power data service businesses. The problem with these kinds of email click bots is that they create activity that inflates performance numbers and causes false positives that trigger automated campaigns and muddy targeting [...] [more]
oracle.com    Clickrate

tactics When to Use Retina Images in Email Marketing

Because of the prevalence of high-DPI screens, marketers need to use retina images to ensure that their emails look crisp and not cheap. However, that doesn’t mean that every image in an email needs to be a retina image. Marketers should use retina images in their emails only when it creates a significantly better experience in terms of readability or impression. Otherwise, they should avoid them. [...] [more]
oracle.com    Design, Mobile

tactics Email Marketing Must Adapt to Voice-Assistants

The launch of the Apple iPhone in 2007 prompted a decade-long effort for marketers to make their emails mobile-friendly. The rise of voice-assistants will likely have a similar impact on email marketers, although less tectonic and probably much messier. Let’s look at why, and what marketers should do about it… [...] [more]
oracle.com    Design, Trend

tactics AMP for Email: Pros and Cons for Marketers

Subscribers expect email content to cater to their individual needs and circumstances. They have the same expectations of email design, which is why we’ve spent the better part of the past decade making our emails mobile-friendly. Email interactivity and now AMP for Email are the next waves in this tidal trend of creating individually compelling email experiences based on each subscriber’s behavior and email reading environment. [...] [more]
oracle.com    Design

stats Modern Marketing Benchmark Survey 2018 [PDF]

Today’s marketers think and behave differently from marketers from only a few years ago. They have a different perspective and are deploying different tools and skill sets to achieve results. There is a major shift underway driven by technology, highly competitive markets, and more empowered and connected customers. As the survey data show, today’s marketers are focused on capturing and analyzing more data and effectively using new tools, technology and methods to integrate cross channels and measure [...] [more]
oracle.com    Study, Trend

law GDPR & Oracle Marketing Cloud Webinar [VID]

Learn more about the GDPR, Oracle Marketing Cloud’s position on it and how you can prepare yourself for the regulations [...] [more]
oracle.com    Law
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