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marketing, design & other insights.

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Gmail goes all Pinterest.

We recently signed up for a preview of a new toggle feature Gmail is testing. They’ve made an option to view their “Promotions” tab in a grid view. Making it much more image heavy. To the point where it closely resembles the layout of Pinterest.

Most of the emails that will fall into the Promotions tab are your typical email newsletter campaigns. Which we think is pretty cool, as most of the time it’s the imagery that’s so vital to a campaign.

However, this new feature will also have to be coded into the html of your email if you really want to control the presentation of it. Right now most aren’t accounting for this change, as it’s still in a testing phase, but just to give you an idea of how it can make or break things:

grid

 

As you can see, some things work out well, and some are just completely lost.  Just boring text, no Google + image, etc.

Most of this is just by chance since this new layout most likely wasn’t taken into account when delivering these email campaigns. Even we got lucky with how our last email looked:

roxgmail

 

Still, you can hard code the following options to control the results of this new layout:

-Company Name
-Company Homepage
-Google + URL
-Featured Image URL

So add that to one more thing that should be thought about when it comes to email campaigns. It’s not too bad though, as it’s just a couple extra lines of html. Granted, this is still just in the testing phase, but it’s so cool that we think it will eventually be rolled out as a standard option for GMail users.

And with Gmail still being the most widely used webmail client, it’s a simple fix to maximize your presentation.

comma

The Oxford Comma.

Here at the agency we like to joke around a bit about the use of the Oxford Comma. While we know it’s perfectly acceptable to use it or not, it’s still a fun issue to play around with. It’s definitely dependent on how a person was originally taught. Whether they were ingrained with learning the AP style or MLA seems to make all the difference.

Recently, TEDEd published this video to address the issue once and for all!

So basically…

Well, it’s optional. Still. :p

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Email Marketing: Mobile First.

In the world of email marketing, it’s amazing just how much as evolved over the last couple of years.

Even we were surprised to learn that 51% of all emails are now opened on mobile devices. (Source: Litmus: Email Testing and Email Marketing Analytics ) What does this mean when it comes to planning your email marketing campaigns?

You need to think about mobile FIRST.

The solution? Responsive email design. Which will look good and be effective on both mobile and desktop clients alike. We still see a lot of emails only being built with traditional email clients in mind.  They look great in most desktop email clients, but they usually are very image heavy and not all that reader friendly when it comes to viewing on mobile devices. Image heavy campaigns also limit the way your user can interact with your email.

This is all old news to industry experts, but sometimes it can be confusing to the non-technical folks out there. So we wanted to try and quick make sense of exactly what responsive email design is, for those that still haven’t become accustom to it.

The basic premise: Content will resize and optimize itself based on the device it is being viewed on.

Your content will render differently when it comes to desktops, tablets, and mobile devices. The fonts will size accordingly, images will adapt to the maximum screen resolution, and other elements will drop in line while scaling accordingly.

To give you an idea of how the layout changes:

 

It makes the text easier to read on mobile devices, the links and buttons easier to click, and it reduces the need to zoom or vertically scroll.

That’s not it though, it’s really been proven to be more effective overall. Some of the other advantages of responsive design are:

-Increased open & click through rates/ROI.
-Doesn’t rely on image content that’s hidden if a user has display images turned off.
-Fewer unsubscribes.
-Better user experience.
-The ability to hide specific elements for mobile-only optimization.
-You can also better control the email data size. (Live text is smaller in size than images)
-It will set you apart from the competition.

As you can see there are a lot of possibilities with email marketing out there now. Audiences have moved over to mobile platforms, which should also now be the focus of your campaigns too.

Player Profile

Agency News: Introducing…

tamiemail

 

> TAMI NEWCOMB

ACCOUNT EXECUTIVE
JOINED ROXBURGH IN JANUARY 2013

Tami is an account executive on several builder and master planned community accounts.

Tami in a Soundbite: A seasoned marketing and advertising professional, Tami has an uncommon knack for recognizing the brilliant idea and giving creatives the freedom to do their best work. Brings a beautiful, calm energy to all endeavors, putting people at ease and fostering an authentic team spirit.

Experience/Education: 25 years in marketing, sales and operations for master planned communities, builders and real estate companies; 8 years as director of marketing for Talega, a 3,500 acre/3,650 home master planned community in San Clemente, receiving the 2008 MAME Award for Marketing Director of the Year; B.A. Communications Studies/Public Relations, California State University, Chico; Dean’s List; graduated Magna Cum Laude.

 

What is your favorite color?

Since we know you love mac & cheese, what’s your second favorite food? 

What’s your favorite time of day? 

Were is your favorite place in the world? 

Scrambled, sunny side up or over easy? 

Favorite perfume? 

What was the best thing about your job as Marketing Director at Talega?

Tell us about the most amazing home you’ve every seen. 

Pearls or Diamonds? 

So far, what has been the high point of your career?

You are from Chico, CA and you went to college there. Why the OC? 

What makes patient, calm Tami crazy? 

Who is your favorite author? 

What kind of music do you enjoy most?