Email Marketing Services Providers

4 Noteworthy Mobile Email Marketing Trends

Mobile email is becoming very important. One study estimates that 38% of email is now opened on a mobile device. That compares to 33% of email opened on desktop applications.

In my humble opinion, if your company is not paying attention to how your emails look (and behave) on mobile devices you’re already trailing the competition.

So today we’re going to look at a few mobile email marketing trends that you may be able to apply to your program.

1. Geo-location

Location-ased Email example

Location-based email marketing has come a long way in a short amount of time. Emails can now determine your current location, with each new open. So you could open an email from your favorite restaurant in one town and if you are in a new city the next day you could open the email again and it would list  the store that is now closest to your location.

Live email information goes beyond location though. There are live countdowns that can be used for promotions and flash sales. Live emails also include social media updates like a live Twitter feed or Facebook photo stream.

The example above is from a Movable Ink blog post, a company that is really doing great things with live email content.

There are lots of possibilities.

2. More Text, Less Images

Mobile-friendly Email Design

One issue with mobile email marketing is the time it can take to load images. But the biggest game changer when it comes to email content is that when images are blocked an image-heavy email is nearly unreadable. Sure, this is also true for emails which are viewed on desktops but given the slower load times it’s all the more important to use text over images, when possible and appropriate.

In the example, Apple uses a green background with a headline image and product image, but the text is actually text. Should the images be slow to load on a mobile device the user would still be able to read the text right away and they would still see the call to action to visit the local Apple retail store.

3. Responsive Email Design

Responsive Email design Example

Responsive design is being used on heavily on websites. The process gives users an optimized experience no matter what device they use to view the site. The site owner only has one site to maintain, which makes it different than a mobile site.

Nowadays, a lot of companies are using responsive email design too. Which, if coded properly, allows the email to render differently and depending on the device on which is open. You can adjust width, image size, font sizes and even hide or reveal content blocks or columns.

This example from Twitter, which was featured in this post from Litmus, not only changes (for the better) when viewing on a mobile device but the call to action changes as well, which we discuss in more detail below.

4. Pushing Apps

Detecting Mobile Device Example

LinkedIn has an increasingly good email resource for professionals. What’s most interesting about this email, though, is the call to action for the LinkedIn Mobile App.

Like responsive email design, it’s a great way to provide a better experience to users based on the device they are currently using.

Final Thoughts on Mobile Email Marketing

Mobile email marketing is becoming something nearly every company will need to pay attention to in 2013. People are viewing email on their phones at an increasing rate. If the experience is not optimized subscribers will lose their patience.

Take inspiration from the trends above for your email programs.

What else are you seeing in the mobile email marketing world? Share your thoughts in the comments.

The Ultimate Email Service Provider Comparison Guide: Includes Discount Code and Free Version

Our friends at Red Pill Email have released the newest version of their highly anticipated Email Service Provider Comparison Guide; an insanely comprehensive view of the features and functions of 45 email service providers, in the US and Europe.

If you’re just starting out or in the market for a more appropriate email marketing platform, this affordable email service provider comparison guide is a no-brainer.

It breaks the vendors out into small-market, mid-market and enterprise companies. Additions to this year’s guide were what verticals the email service providers tend to specialize in and what skill level you should have in order to use its services. It also details the email service providers pricing options, strengths and weaknesses.

The full 173-page report costs $500. Red Pill Email also offers a small-market version focusing on 17 small business-focused email vendors for $150, as well as a pared down free version.

Comparison Guides

Full Guide ($500, $450 with promo code)

Small Market Edition ($150, $135 with promo code)

Free Version

Discount Promo Code

Use “INDIEMARK” at checkout and save 10%.

Please note that we DO NOT receive any commissions on the sale of these email vendor guides, we just think it’s simply the best email service comparison guide on the market, plus we really like the folks at Red Pill Email.

A Look at Email Marketing’s Future, as seen by an Email Agency

Future Email MarketingOne of the perks of living and breathing a niche business, like an email agency, is that it affords one the opportunity to ponder what the future may hold.

The following is a future-vision of what email marketing will look like in year 2017 for practitioners, marketers and consumers alike.

The Name of the Game Has Changed

Fast forward six years and the term “email marketing” has disappeared from our vernacular entirely. Although lower than 2011, email marketing still produces a considerable ROI; however it is but one digital marketing vehicle.

In this future, the integration between social, mobile, location-based and home-based marketing is seamless. Individual messaging channels are irrelevant.

There are slight nuances to delivering effective messages through each of those marketing channels but those differences are largely driven by well-documented consumer preferences not the delivery mechanism itself. The primary function of using these blended delivery channels is the same as it was back in 2011: the distribution of relevant and timely messages. In other words, the goal was, and has always been, to put the right offer, in front of the right person, at the right time.

Because the terms “email marketing”, “social marketing” and “mobile marketing” were too restrictive and increasingly offensive to a marketing-weary consumer, they had to go. Welcome to the age of Digital Messaging.

However, the biggest changes in modern Digital Messaging was not how it was referred; it was the commoditization and consolidation of technology, the need for talented implementers, and the perception and empowerment of the consumer.

The Shift Was Rapid and Sweeping

Now, in the year 2017, Digital Messaging Providers (DMPs for short) can easy distribute personalized marketing messages across devices, time and space. They now encompass real-time, adaptive communications which flow effortlessly across new channels, like interactive TV, and old ones, like point-of-sale. But the DMP’s offerings are not limited to the dissemination and tracking of digital marketing messages. They have made surprising advancements in data analysis and marketing automation.

The reporting and campaign production too is infinitely smarter and more efficient, it has gone far beyond opens and clicks and WYSIWYG editors. Think live, multivariate testing and manipulation, multi-sourced dynamic content assemblage, responsive delivery and rendering, as well as closed-loop, cross-channel ROI calculations to the 10th power.

DMPs also offer robust methods of data collection. This rich data pours in from every interaction; from simple subscriptions on a mobile device to behavioral data collected from multiple offline customer touchpoints.

But how did the DMP’s offerings evolve so quickly? Back in 2012, the Email Service Providers ( than called ESPs) scrambled, Google-style, to keep marketers within their interface-and only their interface. A technology and intelligence arms race ensued.

The Perks of Lower Costs and New Power

What this Digital Messaging warfare meant to the everyday marketer was that the cost of digital messaging services began to decline substantially and the tools began to improve rapidly. This was obviously welcome news for the marketer but also for the Digital Messaging Providers, because sweeping consolidations and acquisitions took place that forever change the industry.

On a mission to incorporate every feature that marketers demanded, the DPMs began to acquire media monitoring and data scoring companies. They hired analytic masterminds and UI experts. They opened their applications up to the world and cranked out new versions every quarter. They were on fire.

The small and mid-sized Digital Messaging Providers could not keep up with the frantic pace and reduced revenue. They were either crushed or swallowed. Niche providers were relegated to add-ons. For a marketplace that was once flooded with competitors, now only a handful of global behemoths remain.

Modern DMPs generate far less revenue-per-customer as they once did. However, their scale is so vast that, if it weren’t for their lobbyists and strict self-regulatory guidelines, anti-trust and privacy advocates would start to take an unhealthy interest in their activities.

They discovered new revenue too, top of which is generated from licensing the customer data they warehouse. This intelligence is offered to, and exchanged with, research firms and competitive marketing channels like paid search, direct mail, and digital display.

The Rise of Craftsmen and Technicians

The comprehensive tools, offered by Digital Messaging Providers in 2017, are now within reach to nearly every marketer. However digital messaging programs are far more sophisticated. Skilled personal is the key differentiator between programs that generate poor, mediocre and exceptional ROI from Digital Messaging, but as history tells us not all specialists would make the cut.

Because the reporting is so robust and actionable, marketers no longer need in-house or outsourced marketing mathematicians to analyze data and make recommendations. However this data must now be applied and the programs must be optimized. The rockstars of the Digital Messaging industry now fall into two camps, craftsmen and technicians.

The craftsmen are those that create the plans and carry them out; be they thinkers, managers, or creatives. The technicians are those who diagnose problems, which range from deliverability speedbumps to integration hiccups, and rectify them.

Consumer Behavior and Perception

The consumer is now keenly aware of the numerous, yet relevant, marketing messages that swirl around them. This has forced marketers to convert, what once were, one-sided offers into customer-focused dialogues. These conversations take place on a one-to-one level and amongst virtual crowds. They evolve over time as the consumer’s demographics and behaviors change and shift with cultural norms.

The data that is provided by the consumer, and extracted from their behavior, is now boundless. The marketer has seemingly unlimited insight into the mind of the individual as well as predictive models of their demographic classes. The marketer uses this information to deliver what the consumer is most likely to purchase now, and in the future, as well as predict their lifetime value and then allocate the appropriate resources.

Because the consumer is so conscious of behavioral marketing and concerned that the practice will ultimately become too invasive; a privately-owned global permission repository has recently been established, simply called “Choice”.

Choice is a cooperative, centralized data management and preference center that is both highly secure and omnipotent. It will afford the consumer the opportunity to control, exactly, what type of data is collected and utilized by the marketer and which messages they will accept, and from whom; as well as how and when those messages will be delivered.

This is a free service to the consumer but the Digital Messaging Providers must license this information, which will ensure that they meet consumer expectations and comply with the Digital Privacy Protection Act of 2015.

The Reversal of Roles

In the year 2017, the Digital Messaging industry has all but inverted itself. In the early days of email marketing, the lion’s share of the cost, time and attention went toward the tools themselves. But now that the DMPs services have been commoditized, the true value of Digital Messaging is solely dependent on the talent that wields their tools.

This role reversal is also reflected in the relationship between the marketer and consumer. Marketers are now far more sensitive to the needs and wants of their customers and prospects. If they are to continue the conversation in the years to come, they have to be. And in exchange for their deeply personal information, the consumer receives tailor-made, high-value offers and experiences control over their privacy like never before.

About the Author: Scott Hardigree is the Founder of email agency, Indiemark. He can be reached at or

What Email Marketers Can Learn from E.T.

The world was captivated by the 80’s hit ET; the story of a boy who forms a symbiotic relationship with a visitor from another world. Sound familiar? As marketers, how can we capture some of that movie magic and turn your prospects and customers from an ET (email terrestrial) into an EC (engaged customer)?

The First Encounter
Your visitor arrives; through the galaxy of search, past the constellation of social and the WOM nebula to land on your website. The visitor looks around, is this the planet they were searching for? He has some trepidation about your intentions and offerings; spook him and he may take off in one click. To maximize the possibility of communication, or ensure return visits, make sure that your “welcome to our planet” sign-up proposition is prominently displayed and quickly communicates the value of getting to know you better.

The Personal and Human Touch
Although they might look a bit strange at first. Your new friend is more than just an email address. Once you get to know them better, these ‘email terrestrials’ are more human than you might think. So be sure you get to know them in order to effectively communicate with them. The sign-up process can capture the essential information needed. But as time goes by, you can ask for further preferences and use behavioral data to go from a general messaging to ones that are more relevant and targeted.

Using Special Effects
Special effects can give your messages the pop needed in today’s crowded inbox. Email marketing special effects might include discounts, incentives, extremely personalized messages and mixing it up with great design. But they should support the story. A solid story trumps special effects every time. Without a (brand) story to tell, special effects just seem silly. You might as well be watching the Syfy movie of the week.  So make sure your messaging is has a heart and wow your audience with great effects.

Bad Guys and Bikes That Fly on Their Own
In the movie our friend ET was protected from the evil “task force”. While most of us will not be hiding customers in our closet, there is always the possibility that they will walk into the hands of the competition. So make sure you monitor your foes and have everything in place to be there when the subscriber is ready to fly, such as cart abandonment, sales cycle, and other triggered emails.

Creating a Blockbuster
With a great story and timely personalized communications, you can make your prospects feel at home, begin to build a relationship, and reduce opt-outs. Turning the ETs (Email terrestrials) into ECs (engaged customers) and maybe even make $ 792 million at the box office.

It Pays to work with MailChimp Experts, Literally

MailChimp ExpertsIt’s no secret, MailChimp is one of our preferred email marketing service providers here at Indiemark and we’re proud to say that we’re numbered among their MailChimp Experts. But that’s not the only reason why we’re huge fans.

They are one of the few email services providers that understand that a great product doesn’t have to cost you a fortune. For example, they offer features such as dynamic content and robust, yet easy to use, template language; features that are not even available at more formal and certainly more pricey ESPs.

MailChimp Expert Exchange Program – Get Paid To Outsource

Beyond pricing and features we love MailChimp’s recently launched Expert Exchange Program, in which we participate.

What’s This: Need consulting, custom MailChimp templates, API work, or someone to manage your email marketing? Hire us and MailChimp will reimburse you 50% of what you spend with us.

Do You Qualify: If you’ve got paid MailChimp Monthly Plan, you qualify!

How it Works: Once your project with Indiemark is complete,  send your paid invoice to MailChimp. Then MailChimp will take 50% off your monthly bill for six months or until they have reimbursed you for half of the cost of your project. Pretty sweet huh?!?!

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Review our MailChimp Services or tell us about your needs.

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Go to MailChimp, click the “Sign Up Free”, and activate your account via the confirmation email. You’re all set!