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Seamas Egan is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

How people consume email content today and how marketers are diversifying content

We’ve seen the adoption of a mobile-first mentality among marketers as they begin to create campaigns that match how users are reading emails. The vast majority of subscribers now use mobile devices to first open emails, as opposed to desktop.

Having a responsive design that is easily viewable by subscribers using any device is critical. Building on that, we are beginning to see email marketers take advantage of new features. For example, Gmail has launched AMP in beta.

We’ve seen an incredible appetite to leverage this functionality in its early stages.

Pros and cons of using email templates

Email templates provide a clear value for marketers. They are tried and true, and have been used by thousands of email marketers across multiple platforms; therefore, the scale of testing on the template’s features is massive and reaches a range of audiences.

On the other hand, because templates are used by a large amount of people, consumers may receive emails that look very similar, making it harder for a brand to stand out. Using templates is easy, but often at the cost of a “wow” factor.

Compliance with email marketing laws

With GDPR’s deadline coming up in May, marketers are more concerned than ever about how they collect data and use it to market to consumers.

In email marketing, it has always been a best practice to use an unchecked box when asking consumers if they would like to subscribe to a newsletter and which types of content they would like to receive.

However, not all marketers follow this best practice. With GDPR, consumers need to proactively decide if they don’t want emails from a company, and marketers must ensure compliance with these regulations to avoid any repercussions or fines.


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