Good morning, let’s look back on email marketing.

As we head into a new year, we are taking stock of the changes and trends of 2019 that will help shape marketing in 2020. Today, we focus on email marketing with a selection of influential stories and a Pro Tip from the community.


Jennifer Cannon
Senior Editor

1. Shopify to roll out Shopify Email to merchants by Jennifer Cannon
Shopify Email is the latest marketing app extension to be added to the platform.

2. 3 methods to test your email segmentation and increase conversions by Jennifer Cannon
In our hyperconnected email landscape, the right audience segmentation can make or break your campaign success. Communicate to the people who want to hear from you by digging into past metrics Рthree different ways.

3. Salesforce adds AI, interactive components to its email platform by Jennifer Cannon
The company is expected to pilot the newly integrated capabilities starting in early 2020.

4. Report: Email engagement benefits from less send frequency, subject line keywords by Jennifer Cannon
A new benchmark report from GetResponse analyzes email marketing tactics that drive conversions.

5. Reach the managed inbox with a proactive approach to email deliverability by Jennifer Cannon
Optimizing for the managed inbox requires more than ‘checking the box’ on deliverability factors.

6. Google joins BIMI initiative to combat email fraud by Jennifer Cannon
Google joins a growing list of email technology companies working on Brand Indicators for Messaging Identification.

7. Dynamic AMP for Email is rolling out in Gmail now by Ginny Marvin
Dynamic email features give users the ability to interact with your content without ever leaving their email messages.

Pro Tip Throwback

Hitting the pause button on email

“Email gives recipients the ability to pause a conversation. The pause can take multiple forms, and here’s where marketers need to pay attention,” explains Len Shneyder of Twilio SendGrid. “There are good pauses and there are bad pauses. A good pause is one that can be communicated through a preference center. The more robust a brand’s email preference center, the more utility it can provide the recipient to customize the cadence and frequency of conversations. Poorly designed preference centers will by default give recipients the impetus to use a different form of pause – marking a message as spam. When that happens the overall sending reputation of a brand takes a hit. So which would you prefer? Delivering less email that’s regarded as high quality enough to keep in the inbox, or being banished?”

Read more »


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Resource Spotlight

Periodic Table of Email Optimization and Deliverability

Email is one of the most effective, but increasingly complex ways you can communicate with customers and prospects, given all of the possible ways the recipients might experience your messages – through different mail clients, different ISPs, mobile and desktop, etc. – and all of the possible obstacles between you and your intended recipients. We created the Periodic Table of Email Optimization and Deliverability to provide a holistic understanding of email marketing elements marketers need to consider and manage for successful campaigns.

Download your copy today »


Leftover 2019 budget? Put it to great use!

Register for The MarTech Conference before the year is over and join us April 15-17, 2020 in San Jose for a fabulous training and networking experience! Discover actionable tactics that can help you overcome marketing challenges and connect with a thriving community of like-minded professionals. Sharpen your skills, broaden your horizons, and prepare for what’s next: Register for MarTech today!

Register now! »