Email subscriber acquisition strategies of 6,000+ U.S. online shops19. November 2015
Email service providers most commonly used by U.S. online shops14. May 2016
Trend: kinetic email
Works on a website – doesn’t work in email. Every email marketing manager has already shared in this frustration. Or, as Justin Khoo writes on freshinbox.com:
Although HTML email has been around for almost as long as the Web, email has often been regarded as the Web’s ugly stepchild. The inconsistent and outdated HTML support in email clients seem to reflect a mindset that as long as senders can place some images and text in an email, it’s enough. Why ask for more? Apparently, email is not a medium for innovation.
Things seem to be changing now as new email clients emerge that support the more advanced HTML5 and CSS3 codes fully or at least in part – thus enabling responsive email design. It is exactly this point that is the starting marker for kinetic email design: using CSS-code you can now integrate elements into marketing emails which up until now were only available on websites: attractive image sliders, actual navigation tabs, attention-directing mouse over effects and much more. This turns emails into something similar to a microsite. Sounds great! But how much website does an email really need – and which cases actually justify the effort?