02.26.15 | The Importance of Responsive Design

Importance of Responsive Design for Email Marketing

There was once a time when email was exclusively read on desktops. Then came the laptop, after which Apple and others introduced us to the smartphone revolution. Now billions of people all over the planet have mini-computers in their pockets with more computing power than the earliest computers. Email has been removed from the tether of the desktop and now moves with the mobility we humans do with emails being read on screens the size of human hands.

Importance of Responsive Design for Email Marketing

Depending on who you ask, studies by Knotice have shown nearly 40% of all emails are read on mobile phones these days. Unfortunately, many businesses have fallen behind and failed to update their email marketing tactics with this trend. Some business owners claim it hasn’t had an effect on open rates, which is true, users can’t see the email until they open it, thus not directly influencing the open ratio. However, it’s clear that opening an email on an iPhone that’s designed for a desktop is akin to running into a construction detour while driving a car. It’s fair to say most email readers in 2015 don’t have the patience to take that detour.

To avoid these detours and capture the ever-shrinking attention span of modern humans, you must pave the way of least resistance for your email marketing. That is to create responsive emails that adjust to the screen of the user. This practice improves the experience and allows the content to be digested on any device. The content is after all, the sole reason of sending an email, to engage, teach or sell a product to your audience. By targeting an email list with a responsive design, email marketers can save time than designing individual emails for every such device.

Importance of Responsive Design for Email Marketing
Source: BlueHornet “Consumer Views of Email Marketing” (2014)

At the same time they’re reaching their audience with their content actionable, because they can read it and act on any call-to-action items present in the emails.

An important thing to remember when creating responsive email campaigns is to ensure any landing page from the email’s call-to-action is also responsive. Nothing throws a potential customer off the buying trail like going from a beautifully designed responsive email on their iPhone to a page designed for a desktop that they can’t read.

By implementing a responsive design on your emails, you can ensure your campaign is reaching your audience in a way that’s readable to them. That’s the first step to any successful marketing campaign, is getting the bait in front of them in a way they can digest it. It’d be like fishing for marlins with hooks sized for small-mouthed bass. You might get a couple bites along the way, but you’ll never get what you prize.

Using Sendicate, you can craft a beautiful responsive email in a matter of minutes optimized for desktop, mobile or tablet to reach your customers with your content readable anywhere on any screen.

02.19.15 | Gmail Deliverability Changes

Prevent the Gmail Deliverability Changes from harming Your email marketing campaigns

Recently Google seems to have made some DMARC changes similar to Yahoo’s last April, altering their DMARC handling that affects the deliverability of emails being send through ESPs via a gmail.com email address. Essentially this means if you send emails from your gmail account, there’s a greater chance of emails going to the spam box or being undeliverable.

Why has this changed?

Google, like Yahoo, is on the forefront of combating fraudulent and spammy email practices. The apparent DMARC authentication policy update by Google may label emails that come from a gmail account but not through their authenticated servers as spam and end up in spam filters. This is especially problematic for businesses and bloggers sending batch emails from their personal gmail or yahoo accounts. Essentially all emails going through ESPs instead of Google servers will be labelled as ‘inauthentic’ if using gmail account in the ‘For Address’ and are at risk to be blocked or received as spam. This could pose challenges and result in lower opening rates cascading into conversion rate drops and more until fixed by the email senders. Although it seems only Gmail and Yahoo have made these changes, many email hosts are compliant with DMARC and may reject unauthenticated emails. This change will have some impact on users of ESPs like Sendicate, MailChimp and others if they use a ‘From Address’ with a Yahoo or Gmail account.

What to do?

Moving forward, it would be best practice to avoid sending batch emails from a gmail or yahoo account and to utilize an email at a private domain for the ‘From Address’. So when sending with Sendicate, instead of setting ‘Sent from’ mybusiness@gmail.com, set up hi@mybusiness.com and use that email in your ‘Sent from’ field. It’s important to check your email reports for any dips in the unopened rate, as this may be an indicator of emails being affected by this change.

This change may cause a temporary hindrance for some and require a few changes to settings in email campaigns, but will eventually result in less email spam and make it easier to get your emails in front of your audience.

You can take some extra steps to prevent your domain from being labeled as outgoing spam.
  1. Set up DKIM authentication from your domain
  2. Add a DMARC Record

Learn more about DMARC from Laura Atkins at Word To The Wise

07.11.14 | How to Schedule Emails

Have you ever wanted to send an email at the crack of dawn but didn't want to wake up early? Now you can sleep in when using our schedule feature.

To get started compose an email, then choose “schedule email” form the options menu. Choose between one-off, daily, weekdays, weekly, or monthly. Aside from a making sure the email gets there at the right time our recurring sending feature is perfect when paired with our RSS to email feature.

Find our more info on scheduling emails on our docs site.

05.02.14 | Featured Email: Cool Hunting

Cool Hunting is synonymous with seeking inspiration. Their stories and videos highlight creativity and innovation in design, technology, style, culture, food and travel. With a global team of editors and contributors they create our award-winning publication, consisting of daily updates and weekly mini-documentaries.

Cool Hunting uses Sendicate's RSS to email feature to a send daily email of their latest content. Making use of Sendicate's dynamic layouts, Cool Hunting displays their content in a editorial layout. The template is also fully dynamic and looks perfect on a phone.

To get the latest in design, tech, style and culture news head over to Cool Hunting and signup for their newsletter.

01.13.14 | Send Automated Welcome Emails

Automated emails have been one of our most requested features, and so we are happy to kick off the new year with the ability to create automated welcome emails. These are very useful to welcome new subscribers with a hand-crafted message.

To activate, click Compose, then Options, then select Automated email. New event options will appear under the subject.

To find out more about this feature head over to our docs page for automated emails.