Weekly Email Marketing News Digest
DMARC Training Videos, Mobile Design for Newsletters & Email ROI
Being an early adopter of DMARC, we’ve always supported industry wide implementation of this standard. Since this week marks the first year anniversary of DMARC’s inception, we’ve been increasing our coverage on the subject in the past month. Today’s weekly digest features more updates on DMARC and of course a quick overview on news making headlines in the email world.
M3AAWG (Messaging, Malware and Mobile Anti-Abuse Working Group) has released a series of training videos to help brands and ISPs better protect end users from email scams. The series comprises six 15 to 40 min segments with two separate tracks. One is designed for domain owners and third parties who send email for other companies and the other for ISP and mailbox provider issues.
For those who are unfamiliar with DMARC, here’s a simple illustration to shed some light on the process:
43% of email is now being accessed via mobile devices. In light of this shifting consumer behavior, our client, Thrillist has adopted a mobile-first approach to newsletter design. Currently, 30-40% of Thrillist newsletter visits originate from mobile. Here’s how Thrillist optimized its newsletter for mobile:
- Tailoring images for a smaller format
- Reducing text
- Reducing buttons that clutter mobile screens
- Focusing on contact and location information for venues
- Content saving and sharing functions
- Optimizing ads for mobile
The newsletter redesign saw the following results:
- Mobile visits to the web doubled by 121%
- Email clickthrough increased by 35%
More content doesn’t mean more engagement. Research by a Columbia Business School professor found that too many choices can cause action paralysis and choice can actually be demotivating. Having a single call to action in an email, instead of multiple competing elements could increase clickthrough rates by as much as 17%.
Email marketing metrics and ROI continue to be a problem for some businesses according to DMA. A third of them are unable to calculate revenue earned from email marketing. Of those that could:
- 20% earned more than £51 on every £1 spent.
- 50% earned between £1 to £10 on every £1 spent.
- 56% of respondents expect their company’s email budget to increase
- 62% of businesses earned more than a third of digital revenue through email
- 34% of businesses earned more than 50% of their digital revenue from email marketing
Sometimes a picture says more than a thousand words.
Do you have an example of engaging email content? Is your newsletter optimized for mobile and driving the clicks? We’d love to hear from you in the comments section.