All Email Goodness and Insights of 2021 Wrapped

Hey there, 

What an year, right? It's almost 2022. So in the 12th edition, we thought why not pick some insightful and interesting stories and articles we found this year and share them with you.

But before getting to the good stuff, do you want to be a part of something big?

Help marketers send better emails

We are conducting a survey to understand emails better. We’d love to hear your experiences and insights on it.

 Now back to the good part.

1. What we can do after Apple's Mail Privacy Protection (MPP)?

Here's an article that covers the blow to the email marketing world, but also talks about the important points to help us rethink our email marketing program, the areas to improve, and the future ahead.

Everyone one of us knows, the big change and its effect on the A/B testing or automation journeys linked to email open data.

But at the same time, we know the areas like expanding the engagement metrics, updating the current variables connected to the open performances, and staying on top of deliverability with best practices and can help us optimize all of it.

After all, we know for a fact that customer experiences are directly proportional to the brand's best efforts. 

2. How to define active email marketing audiences as opens depreciate

Open rates were the most relied-upon signal of engagement for marketers.

Apple MPP took that away. You can no longer tell who’s active or who’s inactive in your list using opens.

So how do you re-define your active audiences?

Chad S. White suggests starting with email clicks. It’s the most used metric after open rates.

Tracking cross-channel behavior like web sessions could be another. Many subscribers will visit your website directly via a browser after reading your email’s content.

Others will open your email with images blocked. Some will open your email with MPP enabled.

Here’s the article.

3. The evolving use of snooze in email marketing

Snooze is a Gmail feature where you can set reminders for the emails you didn't initially follow up with because of time or bandwidth.

We decided to share this one because the snooze option in your preference center can work wonders as a retention strategy. And it's not often talked about.

Jeannine Pine talks about how Oracle tested the snooze option with some of their clients and found a whopping 82% reduction in unsubscribes.

This massive success led to some of their clients implementing it on a year-round basis and not just a seasonal gig.

But why snooze your messages and not just unsubscribe? 

Here’s the article.

4. How interactive emails can help you get more conversions

Interactive emails allow users to engage and interact with the email content by tapping, swiping, hovering, etc., over the different elements in the email.

AMP emails play a defining role in making emails interactive. Using AMP emails, you can embed surveys in the email itself. No more getting redirected to another page.

You can also use polls in the email to collect insights into users' interests and preferences.

Using these AMP emails will tremendously boost your engagement, which will ultimately lead to more conversions.

Here's the article.

5. The future of email marketing & marketing automation in 2022

From design trends to deliverability, marketers are learning to win in the ever-changing email marketing world. 

Going into 2022, interactive emails, long-term customer loyalty, social proofing will be seeing a lot more light than before.

With open rates being unreliable, marketers will turn to interactive emails to engage users.

Customer loyalty through better brand experience, personalized emails will be important for retention.

Social proof will be used to garner interest in the product. How? Through user-generated content (pictures, reviews, etc.).

Here's the article.

Showtime 🍿

We talked to Rohit Srivastav, Marketing at ZoomInfo, last week on The Growth Chat on how to build your brand’s POV and make your content stand out from the crowd. He had some stellar insights to share.

Share your email template with the community!

We would love to share the amazing email template that you sent this week with our community. Here's what you will get:

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