In addition to forcing marketers to adopt alternatives to open-triggered journeys, Apple's Mail Privacy Protection is putting a premium on driving clicks, because it has made opens an unreliable signal of engagement. 'Newsletter senders are either using what their subscribers click on to determine what content they serve in the next newsletter, or they're allowing recipients to subscribe to various topics in a preference center, giving them full control over what they see in each issue,' says Jessica Stamer, consulting technical manager at Oracle Marketing Consulting. Personalize newsletter contentī2B marketers are hopping on the personalization bandwagon.

But a modular system also makes A/B testing, template maintenance, and personalization easier. Using a flexible modular build system rather than a rigid template for every kind of email you send typically reduces email-build times for our clients 25-40%. Content in a single column is easier on the eyes, easier to scroll through, and easier to make mobile-friendly. Use single-column layoutsĪlthough a two-column layout allows you to get more content on a page, those emails are hard to read, especially on mobile. Consider these your guide to the new best-practices for email newsletters. To get a read on the latest newsletter trends, I spoke with our creative services and B2B teams here at Oracle Marketing Consulting about what they were doing when they overhauled our clients' newsletters. That change extends to the email newsletter, a mainstay of B2B marketing. Nothing in email marketing is static because ESP technology, inbox providers, and-most important-people's behaviors are constantly changing. Sign in or sign up to access this audio feature! No worries.

Good names for company newsletters