The Email Marketing Guide: What You Need To Know

A seasoned marketer’s bread and butter is email marketing. Coming from the age of simple text-only emails to the modern day with graphics and templates built to wow customers, email has drastically grown in its complexity. From design, subject titles, deliverability, to accessibility, social links and device optimization the list goes on.  

Knowing all the pieces which go into the puzzle of a successful email (or email campaign) can be hard to stay on top of, especially for already busy marketers who might not have the time to sieve through standard updates.  

In this blog, we will explore the top 3 most important updates to email, breaking them down into simple terms for the marketer on the go.  

Optimized Email Templates 

Did you know that mobile users check their emails three times more than non-mobile users and one out of every three clicks on an email comes from a mobile device? With these statistics in mind, the goal of a marketer is to not only create engaging emails but also make sure these emails are optimized for mobile. 

What Is Mobile Optimization?

Optimization refers to a webpage or content’s ability to adjust to different screen sizes (in this case mobile) without skewing designs or rendering content unresponsive.  

Email templates which forefront mobile design are leading the way by providing a smoother customer journey across devices and also by providing marketers with the ability to edit email templates easily, seeing their designs on both desktop and mobile screens.  

Deliverability 

Email deliverability has been one of the top news stories within marketing this year due to the changing standards set by key players such as Gmail and Yahoo.  

What is Email Deliverability? 

As explained in our The Breakroom: Email Deliverability Explained blog, this term refers to “an email’s ability to deliver into your contacts’ inboxes, and not get caught in spam or blocked entirely.” Changes in deliverability standards have evolved as customers demand more personalization and an inbox free from spam. Failure to adhere to the new standard reduces your own businesses deliverability score meaning your emails are more likely to be black-listed and automatically sent to the Junk folder.  

The three key players in this area are Email Authentication, Easy Unsubscribe Options and Email Relevance. – Watch our recent Ask the Expert: Deliverability webinar on-demand to find out more.  

Explained in simple terms: 

Email Authentication ensures that your emails are sent from credible sources, identified through IP addresses.  

Easy Unsubscribe Options focuses on the customers’ ability to perform a one-click unsubscribe using a clearly defined link held within an email. 

And Email Relevance refers to the connection between company and customer. Sending emails to inboxes which have a history of not-engaging with your content will damage your deliverability score – so make sure you clean out any cold leads from your email lists! 

Have burning questions about Email Deliverability? Read our Email Deliverability Q&A blog here. 

Email and AI 

Already over 20% of marketers use AI to personalize email subject lines with the number of adoptees growing month on month. – Source 

As AI continues to revolutionize industries across the world, its integration with email promises improved efficiency, personalization, and predictive capabilities. For marketers, AI has the ability to generate text with specific triggers and select the best time to send emails making it easier than ever to create content that resonates with your audiences.  

Watch Our Ask the Expert: Email Designer & AI Webinar On-Demand to find out more. 

From designing eye-catching email templates to optimizing for various devices, every element plays a crucial role in ensuring your email reaches its intended audience.  

In this guide we discussed three key areas that affect email marketers in 2024 in simple terms for the on-the-go marketer.  

If you want to find out more be sure to check out our blogs and webinars available on our website.