Last week the email community was buzzing, as Gmail announced they will be supporting embedded styles and media queries (code applied to email that allows for responsive design support) by the end of September. This is a big announcement as it means elements like responsive design will be supported by Gmail, which has more than 16% of total opens according to Litmus. But some brands have even higher Gmail usage across their customer base, which means they will now be able to deliver a truly accessible email campaign to subscribers.
Although video is not new to the email channel, it’s quickly becoming one of the hottest topics in email marketing circles. We all love watching videos, and as we begin to engage more with this content we are not only delighted when brands share videos, we are beginning to expect the brands we love to send us video content. Historically, adoption rates for embedded video have been low due to inconsistent support from email clients, which translates to inconsistent user experiences. But video brings value into the inbox, it drives engagement and it should be leveraged as a way for retailers to create compelling experiences and ultimately drive conversions.
New technology and fewer restrictions by ISPs have made email a more dynamic, interactive and engaging channel than ever before. It’s also opened the door to new creative potential within the channel. How are retailers taking advantage of new technology and reinventing old tricks when it comes to email creative?