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We’ve heard the case for single opt-in (SOI) and the case for double opt-in (DOI). And we have also heard public opinion on the matter, which is nearly evenly split. Before we proceed, let’s quickly review the key points that have been made about SOI and DOI. Read More

The art of mastering deliverability has become a borderline mythical craft. With algorithms and filters constantly changing, it’s difficult to determine what to do to stay in the inbox.
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The case has been made for single opt-in and the case has been made for double opt-in. This contest is clearly one of great public interest, judging by the number of people who have testified by commenting and by the reactions of people on Twitter and elsewhere. Read More

As companies send more and more email, marketers and designers are on the hunt for tools to help reduce the time between campaign brainstorm and completed send. One of the most time-consuming aspects of email marketing has always been coding and testing campaigns.

While pre-coded email templates Read More

Every month, we track opens from more than 1 billion emails sent using Litmus’ Email Analytics and share the trends we observe in various email clients and environments for email client market share. Read More

Transactional emails range widely from receipts to shipping confirmations and everything in between. Marketers often write off these kinds of emails as boring or blah—but they’re a golden opportunity to provide hyper-relevant information and still maintain the style of your brand.

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WHO OWNS THE EMAIL INBOX?

This question came up during a recent panel discussion on deliverability at Salesforce Connections and interestingly each of the three panelists had a different answer. The first said, Senders own the inbox. The second, Subscribers. And the third, Inbox Provid Read More

Apart from the onslaught of screen sizes, the mobile revolution introduces another interesting challenge for email designers: high DPI displays. Read More

While it’s true that added friction reduces the likelihood of a desired action, activity in an of itself should never be the sole aspiration of an email marketing strategy. Overall list engagement is a better indicator of program health rather than the size of your lists.

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Most of the time, you don’t need a brand spanking new design to get your point across—what you have already works. That’s why an email template is the easiest way to streamline your email campaign. But using a template doesn’t let you off the hook from testing. Read More