Weekly Email Marketing News Digest

We are taking a look at the relationship between optimizing for mobile and responsive design this week with the key challenge being the smaller screen size. Designing for the mobile age has become a particularly important topic due to studies that reveal statistics such as 69% of email opens on the mobile.

We’ve also snuck in Chris Penn’s take on the confirmation opt-in debate for readers who are still following that news thread.

Mobile Marketing And Email: 4 Ways To Use Them Together

Here are 4 ways to ensure the integration of mobile and email marketing.

  • Mobile Email: Make sure messages are readable on a smaller screen.
  • Mobile Sites and Apps: Ensure that you either have a mobile site or app that is easily accessible for visitors reading off smaller screens.
  • Location-Based Check-Ins: Tie email campaigns to check-in deals.
  • Geo-Targeted Ads: Consider sponsored search with keywords related to your brand.


Responsive Email Design: The Ins And Outs (article removed from original site)

Here are some mobile design best practices:

  • Design using large fonts (14px for body copy and 22px for headlines)
  • Clear call to action
  • Consider a single column
  • De-clutter the screen and provide minimal options for links
  • Have mobile-friendly landing pages


Optimizing for mobile? Don’t forget your subject line.

While you may be busy coding a new email template that is mobile-friendly, it’s important to keep subject line lengths in mind. Due to the smaller screen size, it’s best to keep your subject lines to 20-30 characters. Here are a couple of examples.


Mailbag: Single or Double Opt-In For Email?

Christopher Penn outlines the three different types of opt-ins used for email lists and gives his take on which works best for him. The choices?

  1. Single opt-in: Fill in a form and you’re subscribed to the list.
  2. Notified single opt-in: Fill in the form, you’re subscribed to the list and you get an email confirmation with an opt-out link.
  3. Double opt-in: Fill in the form, you get an email requesting confirmation by clicking on a link

For more information on the list confirmation debate, do check out The Debate on Confirmation Opt-Ins: Are they always necessary?

Responsive Web Design Infographic

Here’s a great infographic that explains the key features of responsive design.


Interested in finding out more about engaging your customers through mobile? Check out The New Communications Standard!

The New Communications Standard whitepaper

Weekly Email Marketing News Digest

We hone in on the debate surrounding confirmation opt-ins this week: When are they necessary and what percentage of marketers are deploying it in practice? Also on the agenda, tips for successful email personalization and most commonly followed email marketing best practices.

When COI Makes Absolutely No Sense

Andrew Cordek from Trendline Interactive challenges permission purists by questioning whether confirmed opt-in is necessary in certain situations. One such situation is where a user registers to access site information through the following process:

  1. Creating a username and password (with CAPTCHA)
  2. Filling out a long form with information
  3. Managing opt-ins for other email publications through a preference center (with cadence/frequency info)
  4. Confirming choices on another page
  5. Receipt of a welcome email which had all of the email choices listed

In such a scenario, Cordek argues that a closed loop email for subscribers to confirm their choices is unnecessary.

No, COI actually makes sense most of the time

And here’s the rebuttal by David Romerstein from LivingSocial. While Romerstein agrees that COI might not make sense in some scenarios, it certainly isn’t that one outlined by Cordek, for one reason: The detection of typos.

Confirmation emails help to eliminate typos, whether committed on purpose by a competitor trying to affect your reputation, or by accident. Minimizing typos helps in keeping one’s IP reputation clean.

Email Deliverability: Only 39% of marketers maintain an opt-in only subscriber list

In the MarketingSherpa 2013 Email Marketing Benchmark Report, the following question was put to marketers:

Q: Which of the following tactics is your organization using to improve email deliverability rates? Please select all that apply.


The results showed that only 39% of marketers maintain an opt-in only subscriber list. Providing an easy unsubscribe process was the tactic that was most widely deployed by marketers at 62%. Of concern was the fact that only 21%of marketers used email authentication like DKIM or SPF to improve email deliverability.

The ultimate email marketing mistake

Here are three tips to make email personalization work for your business:

  • Use a valid reply email: A [email protected] address means you are missing out on opportunities to hear from your customer
  • Make sure you have the data: Skip personalization altogether if you don’t have many member names in your database
  • Avoid generic placeholders: Segment your list and send recipients without a listed name emails without a personalized greeting

73% of businesses carry out basic email segmentation: report

The new econsultancy email marketing census provides some interesting data for email marketers.

Top three email marketing practices are basic email segmentation at 73%, encouraging the sharing of content at 52% and regular list cleaning at 49%.


The most commonly used email trigger was automated response to website visit/sign-up emails at 35%.


Abandoned basket automated email programmes provided the greatest return on investment according to 13% of companies surveyed.