Last August Mascha, our senior Online Marketeer, was present at Litmus Live 2017 in London. During this Email Conference she gathered useful insights about new developments in the world of email and today she’s exclusively sharing these insights on our blog. Here are the 5 most interesting insights from Litmus Live 2017 (+ handy tips & tools to try!):
The theme of the presentation of Paul Aiy was making email marketing accessible for recipients with a disability. These are recipients that have dyslexia, color blindness or people who are visually impaired. To reach these recipients, Paul Aiy has developed a tool with which they can easily adjust colors, font size and contrast.
You can only use his tool in Apple mail or in the web version of an email at the moment.
#2 Technical developments and templates
During Litmus Live, new templates and technical developments were attended to that we’ll (hopefully!) see more of in email campaigns.
An important one is the development of putting forms in the email itself. This development is especially important because the easier it is for the recipient to leave their data, the more likely it gets that they’ll actually do it. As a result, there are countless new opportunities within the email itself, such as making a (call) appointment or even making a booking in the email. Another interesting action that you can offer with forms is to let the recipient make a direct search, so they’ll be referred to the right landing page with one click.
#3 From short term testing to long term A/B testing
The A/B test was also a subject matter during Litmus Live. The most important new insights that were discussed, were holistic testing, setting the right targets and how you properly set up a split run.
Holistic testing is nothing more than long term A/B testing. In other words:
“A test that aims to assess participants’ reaction to a product or concept as a whole (in contrast to an atomistic test that examines reactions to the individual elements).”
In addition to long term testing, choosing the right metric for your test is important. Especially for performance based agencies like PI marketing. Which metric should be tested for your goal? For example, consider the tone of the content. If you want the recipient of your email to do a booking, what does work best? Business, short, long, informative, formal etc.
#4 How to measure your efforts
A recurring issue in email marketing that didn’t went unnoticed during Litmus Live: how do you measure the impact of email marketing? One issue here is of course the emerging issue of cross device usage. The recipient often uses multiple devices before converting. In many cases, the recipient reads your email on his or her mobile phone, but most conversions are eventually done on a desktop.
To resolve this issue, you must compare the email campaign data with the on-site conversion data. If a recipient has clicked in your email, it is likely that the email has contributed to the purchase made on the website. There are still issues with this method but the potential of this way of measuring efforts is enormous!
In addition to the technical developments and template designs, the content of the email is in for some big changes. The recurring theme was interacting. Think about moving images, gamification, but also the function to take pictures in the email itself.
We’ve known about GIFs for a long time and use them regularly in our email campaigns as an image for HolidayCars.com, but you can now also transform other parts of the email into an interactive content elements such as moving header text.
Practical tips and tools
Couple of useful insider tips…
- Show what will happen when a recipient clicks on a social media button beforehand. Are they sharing content or just visiting your profile?
- Ask in your welcome email if they can add you to their sender list. This way you’ll be safe and not targeted as spam.
… and handy tools!
- https://phrasee.co/splits/ → Split run calculator.
- https://emojipedia.org/ → All the Emoji’s that are supported.
- https://emmet.io/ → A handy tool for html / css snippets coding. This tool makes it a lot faster and is less error-sensitive. Plus you can import it into sublime and other tools.
Any insight you’d think you’re going to implement into your email campaigns? Let us know, below in the comments!
Also, check out our blog post where we explain 6 interesting email marketing trends that were discussed during the “Marketing Automation” seminar by Copernica.