Category - Marketing

When “Oops!!!” Happens

You know the feeling, right? 

You take a ridiculous picture and text it to your friend, then check your phone a minute later and realize you actually sent it to a client.

Or you make a smart-aleck comment about the new office policy in an email to your co-worker, but according to your Sent folder, it actually went to your boss.

It’s embarrassing, and it happens to the best of us.

Literally the best of us. Like Amazon.

This week, someone in Amazon’s content marketing department accidentally sent their email template to part of their database.

In the grand scheme of mistakes, from “embarrassing photo” to “made salary info public,” this is fairly mild, but it’s a peek behind the curtain that I’m sure Amazon would have preferred to avoid.

Anyone who’s worked in email marketing likely has some sort of embarrassing story like this. At a former company, a draft copy of one of my emails was erroneously sent as the finished product. Unfortunately, the draft copy included several incomplete brainstorming ideas and an out-dated pricing model.

When an “oops” like this happens, you have two choices: 

  • Ignore it and let it blow over
  • Do some damage control

The one you choose usually depends on the severity of the mistake. If you sent something embarrassing to a client or a superior, a brief apology is definitely in order.

If you sent an email with incorrect information, you’ll certainly need to apologize, provide the correct info, and consider offering a discount as a goodwill gesture. 

But if you’d prefer to avoid these errors altogether, an email creation platform (ECP) like Knak can help. Knak’s editor has a built-in approval process that serves as a series of checks and balances. Once an email is built and an approval order is established, the email moves through the process easily and with great visibility.

Emails are tested, so before anyone hits “send,” you have peace of mind that:

  • They’ll render correctly across all email clients
  • Links are working (no broken emails)
  • Brand guidelines are in place
  • All feedback has been incorporated

Mistakes can be avoided. Knak can help organizations of any size – from a two-person start-up to a global enterprise – create incredible, on-brand emails quickly and make sure that what lands in in-boxes is exactly what was intended.

You’re still on your own with the text messages though.

Want to learn more about mistake-free emails? Request a demo to see how Knak can help level up your email strategy.

Not ready to chat yet? Check out our product page to learn more about Knak.

Knak is the first email creation platform built for marketing teams. We help you create beautiful, responsive, world-class emails – no coding required. Get to know us at knak.com.

The Future is Collaborative: Marketing Better Together

Ten different hands piled on top of one another representing team work

Teamwork makes the dream work, but for some reason, collaboration among marketing teams tends to be overly complicated.

Marketing teams today are busier than ever, trying to keep up with never-ending technology changes and shrinking budgets while still finding time to innovate and drive their brand and business forward.

The last thing they want to do is spend time hunting down feedback and approvals, but with teams spread between different departments, different locations, and even different countries, the lack of collaborative systems has become a major pain point.

Nothing ruins innovation faster than good ideas stuck in an outdated process, so Knak is making collaboration – both within marketing teams and cross-functionally – a focus this year.

We work extensively with marketers every day, and we know that the future of email marketing is going to have a major emphasis on collaboration:

  • Less reliance on email as the channel for feedback and approval
  • More visibility into the workflow, from creation to completion
  • Better access controls for stakeholders inside and outside of the marketing team

Here’s a look at the pain points we often hear from our customers and what we’re doing to make them a thing of the past.

Pain Point #1: Our workflow is unclear

The more decentralized your marketing team becomes, the more important it is to identify a clear workflow to make sure your process is consistent and your brand guidelines are protected. Yours may vary, but here are some of our common elements:

  • Objective / goal setting
  • Creative brief
  • Project scope
  • Timelines
  • Content creation
  • Design/build
  • Review/feedback/edits
  • Testing/final edits
  • Launch/wrap-up
  • Performance evaluation

A quick note here: workflow and project management are not the same thing. Project management — also very important — deals with the big picture, including overall planning and oversight for a project. Workflow connects the tasks and dictates how the project will move from stage to stage.

We use Knak’s collaboration functionality to manage our workflow because it allows us to easily track emails through the approval process — more on that later — but we also use and highly recommend Asana for project management.

Don’t just assume your team is on the same page. If your team is small, get in the habit of setting a clear workflow now so your system will be in place when it’s time to grow.

If your team is large, be consistent by documenting your approach so your team knows what to expect. This will also allow you to refine your process over time more easily.

Pain Point #2: Our team is literally not here

Gone are the days when you could just shout across the office and get a response from your coworker. Teams are becoming more dispersed, and it’s not uncommon for your fellow marketers to be working in fully or partially remote roles.

You also have the challenge of working effectively with team members who might be traveling or are based in other parts of the world.

We get it. About half of our team is based in Canada, but we also have team members working in the U.S. and Europe. We’ve got some great tools that help us bridge the differences in time zones, but we’ve also had to learn to embrace asynchronous collaboration.

If you’re feeling the pinch of trying to juggle schedules and make progress across time zones, it’s time to lay out a strategy so your team isn’t losing good ideas and feeling isolated.

Pain Point #3: Technology has changed, but our process hasn’t

Technology changes quickly. Many of the changes are positive and could make life easier, but updating your process takes too much time.

This is actually something we hear often from our customers. They know a new version/update/software would increase efficiency, but learning the new system and teaching it to their team takes so long that they can’t afford to do it.

Unfortunately, the only real way around this is a mindset shift: Accept that adopting new technology is a time investment that will pay off in the long run. Sure, it may be easier to continue with your current (outdated? non-existent?) collaborative system, but implementing something more efficient can pay off quickly.

Do your due diligence with the proof of concept, make sure your new software has amazing customer support, and give your team tools that makes life easier.

Pain Point #4: Approval is a nightmare

Here’s the deal: approvals have been a problem as long as approvals have existed.

Most approval processes have all the visibility of a blizzard at midnight: you’re not sure where the email is in the process or who’s supposed to be approving it.

Test emails are sent, then forwarded for approval, but the emails get distorted, which makes them hard to preview.

Or – and this is the most unbelievable in the year 2020 – teams rely on email threads to manage approvals, and deciphering who said what, when basically requires its own full-time position.

In our 2019 Email Benchmark report, approvals were listed as a frustration over and over again, so here are our recommendations for breaking up the bottleneck.

1. Start with a creative brief. This may seem irrelevant to the approval process, but we assure you that it’s the best place to start. If your team is on the same page from the outset, getting approval at the end is going to be much easier.

A good creative brief sets the tone, scope, and task list for the campaign and should clearly communicate deadlines and touchpoints along the way. For help creating strong briefs and an email brief template, check out our January How Knak Does Email post.

A graphic of a Knak email brief template showing project name, point of contact, and project overview fields

2. Identify a review order, starting with the least senior member of the team. Does your CMO need to be the one to point out that you listed the wrong promo code or put the CTA in the wrong place? They do not. The most senior approver should be the last one to see the email. Assuming your creative brief was approved by the team’s senior leadership, you should be able to move through feedback and edits and only look for final approval when it’s completely ready to go.

An additional note here: the best way to drive your copywriters crazy is to give your email to 6 different people at the same time and have all the feedback pile in at once. This method actually makes everyone a little crazy, because there’s a good chance that stakeholder #1’s feedback has already been incorporated, but since stakeholders #2 and 3 don’t know that, they’re actually reviewing a document that no longer exists (keep reading to see how Knak’s updated editor eliminates this problem).

3. Set deadlines. You likely already do this, but we can’t oversell the importance of establishing deadlines and adhering to them. If each point in the approval process takes just one or two additional days, you could be adding a week or more to your timeline. Clearly communicate the deadlines, and then follow through with them. After one or two rounds of this, everyone should be on the same page.

4. Streamline your approval process. Does the email really need to go from Jim to Heather to Kyle and then back to Jim and then back to Heather before it goes to Karen? Probably not, right? Approvals can turn into an endless feedback loop, so do what you can to eliminate steps along the way.

Ideally, feedback can be collected all in one place in a timely manner so that your writers and designers can make the necessary edits (once!) and then pass the email along for final approval. In the past, I worked with an organization that had 7 or 8 steps in the approval process, but when we really took time to look at it, we realized we only needed 4. By passing the email from one person to the next and collecting the feedback all in one place, we were able to make all the edits at once and get the emails out the door much faster.

5. Get some technology. Seriously. There is no need to try to manually manage approvals, even if that’s what you’ve always done (See: Pain Point #3 above). If you’re a Knak Enterprise customer, our editor will make the approval process easier because you can collaborate, build emails, and manage feedback all in the same place, but even if you’re not (yet?), you have options.

Check out Filestage, Box Notes, or WorkFront for tech options that simplify approvals and make it easy to collect feedback from stakeholders and team members who aren’t necessarily co-located.

Our Collaborative Tools

Collaboration is one of our main values over here at Knak, so here’s a look at the technology we use to make it simple.

For Project Management:
Asana – if we’re working on a project that’s not related to an email build, we use Asana to manage the details. Tasks and milestones are assigned by the project owner, the calendar and deadlines are shared with everyone who’s working on the project, reminders are sent as deadlines approach, and everyone has great visibility into the current state of the project.

The temptation here is to look for a different piece of software for each thing you need, but a good PM platform eliminates the need for multiple tools and brings everything you need under the same program.

For Real-Time Communication:
Slack – Like we said, our team is only partially co-located. We rely on Slack channels and DMs to keep communication lines open, organize conversations, and celebrate wins.

Zoom – A few weeks ago, our weekly marketing meeting included team members in India, Austria, Canada, and the US. Zoom makes it possible to connect in real-time so we can continue moving forward even when we’re not together.

For Design:
InVision – Finalizing design requires a certain amount of back-and-forth, especially if you’re working with an agency. InVision is great because feedback is collected directly on the design slides, make it easy to track comments and changes.

For Approvals:
Knak – Knak’s email approvals feature is split into two streams. On the approval side, users define an approval workflow so everyone can see whose approval is needed and where the email is in the process. Multiple approvers can be assigned to each stage to help improve efficiency.

On the collaboration side, non-approvers have the ability to view and comment on emails also. The combination of the two allows for better collaboration between the team and the approvers and greater visibility into the approval process.

Knak’s tool also provides an audit trail so it’s easy to identify the previous and future approvers and keep track of changes. Plus, in early 2020, we’ll be introducing an annotated feedback feature that will make collaboration even easier.

The Future is Collaborative

Collaboration is becoming more and more of a focus among marketing teams, and we can’t see that changing any time soon. As a new year of marketing kicks off, I think we’ll see defined approval processes become the norm and collaboration become an even more integral part of day-to-day life for all Marketers – and we’re doing all we can to make sure our platform makes it possible.

Want to learn more? We’d love to show you what’s new at Knak. Request a demo, and let’s talk email creation and collaboration.

Get Friendly with Brand Guardrails

Employees in an office setting sitting around a desk and laptop computer conversing

You’re a marketing pro. You know all about branding, and you’ve thoughtfully designed your website, landing pages, and print materials to look great and underscore your brand values.

But what about your emails? Are you leaving the design up to chance, relying on a centrally-placed logo to tell readers who the sender is?

Bad call.

Brand guidelines are important, and if you’re not being intentional with them, you’re missing a huge opportunity to deliver a strong, consistent message every time you send an email.

Your brand should be at the center of every email, and that requires more than a logo and a catchy CTA. Keep your team and your messaging on the same page by establishing guidelines for the following elements.

*Note: Are you part of an enterprise? Read on for a special bonus section for our marketing friends on large teams.

Brand like the pro you are

Ok, it’s time to set yourself apart. If you want to brand your emails like a pro, here’s what you need to define.

  1. Overall look
  2. Header
  3. Fonts
  4. Colours
  5. Tone

To make it easy, we’re going to compare two emails from HomeAway and show you how they maintain their brand identity across their emails.

Side by side comparison of two different emails from Homeaway

Overall look – A predictable format = increased scannability.
These two emails have a similar look and feel, even though one is promoting mountain cabins and one is promoting September getaways. Lots of blue, an easily identifiable header at the top, and an easy-to-follow layout make it super easy for the reader to scan the email and find what they’re looking for.

It would be easy for a marketing team to take a very different approach to each of these emails, choosing woodsy, mountain graphics for the first one and palm trees and beaches for the second, but by keeping the emails similar, they’re teaching their readers what to expect. The two layouts aren’t identical, but they’re similar enough to be easily scanned.

Header – Subtle differences keep it engaging.
Check out the two headers. The colours, fonts, logo, and formats are identical. The amount of text is similar, and the buttons at the top of each header are laid out in the same way. They’ve changed the buttons to reflect the content, and now we’re debating the merits of ocean-front villas vs. log cabins.

The smart move here is that HomeAway built their headers to be simple and recognizable. The wording is different, but since the format is the same, our eyes knows where to look when we open their emails.

Fonts – Readable > Unique
We know. You’re a marketer, and you’re nothing if not creative. However, the fonts you’re using are a representation of your brand, and if they’re not rendering properly, your branding takes a hit.

Campaign Monitor has a great piece on choosing the best fonts for email marketing if you’re looking for some insight, but we’re more focused on the guidelines right now.

The HomeAway emails have a nice mix of fonts and font sizes. There are enough differences to keep it interesting, but they complement each other and maintain readability.

Colours – Consistent colour choice
HomeAway’s emails are heavy on the blue with white as their secondary colour. This is a great choice for them since blue is the colour of the sea and the sky, two images easily associated with vacation. Blue also symbolizes confidence and loyalty, so they’re subtly communicating with their customers through their colour choices without saying a word.

Since these two colours feature so prominently, the small pops of green and brown in their images underscore the design and give the emails a unified, consistent look.

Whether you’re going with a monochromatic, achromatic, analogous, or complementary colour scheme, keeping colours consistent across your brand make your material instantly recognizable.

Tone – It’s not what you say, it’s how you say it
In your emails, messaging is what you say, and tone is how you say it. While your messaging will change from campaign to campaign, your tone should be well-established and consistent.

These two emails don’t have a ton of written content, but that doesn’t mean they aren’t communicating a brand tone.

Check out the sentences in the headers. The tone is friendly, straightforward, and a bit aspirational. With just a handful of words, they’ve convinced us that we’re too unique to go to a regular hotel, but that we definitely need a fall getaway.

They also understand that the text isn’t necessarily going to drive click-thru rates here. We’re going to be drawn in by the images, so they keep the text minimal and let the images speak for themselves.

Personal connection is the key to a successful campaign, and brand tone is crucial to making that connection. Do you want to be seen as earnest or witty? Unassuming or lighthearted? Straightforward or unexpected? Whatever you decide, make sure that every email you send sounds like it came from the same team.

Enforcing brand guidelines across decentralized & large teams

Enterprise or other large marketing teams have a unique set of challenges here. On teams that are largely decentralized, each department or brand is responsible for sending their own emails, and without strict guardrails in place, it doesn’t take long for each department to develop their own subtle differences.

As decentralization becomes more and more common, even among smaller teams, brand control on a granular level becomes critical to keeping “brand” at the center of your emails and maintaining compliance.

An email creation platform built for enterprises is the easiest, most cost effective way to set and enforce brand guardrails across multiple brands, teams, and locations. And while we hate to steer you in any one direction (just kidding, of course. Knak is the best), we’d like to point out that Knak’s editor for the enterprise can help with this. With Knak, you control your brand’s:

  • Fonts
  • Images
  • Colours
  • Building parameters

Plus, Knak’s platform uses modules instead of templates to build emails, so you can create an unlimited number of pre-approved modules for each brand and department. Your team adds in the content and images, but your approved fonts, layouts, colours, and parameters stay in place.

It’s basically the best of both worlds – creative freedom for your team, strong brand control for your organization. And since the modules are pre-approved and simple to use, your emails get to market quickly.

It also has the added benefit of making sure your emails render properly before they’re sent. After all, great branding means nothing if your recipients get a sub-par email.

Building a better brand

Emails are a key component of your marketing strategy, so make sure your brand is at the center of each one you send.

An email creation platform can be a major timesaver here since it lets you define and enforce brand guardrails, making it easy for anyone to build on-brand emails quickly.

But no matter what you use, if your creative elements are intentionally and thoughtfully designed, your emails will speak volumes, no matter how simple the message.

Want to talk email and branding? Request a demo to see how Knak can help level up your email strategy.

Not ready to chat yet? Check out our product page to learn more about Knak.

On-Trend: Email Marketing Trends to Watch in 2020

Email marketing trends are nothing new. Trying to make sense of them can be a bit daunting, though. Everywhere you look, you’ll find another list telling you exactly what you should be doing to attract new customers and stay ahead of the competition.

We are marketers ourselves, and our experience on the client side has given us some insight into the trends that can really influence your bottom line and those that are just a flash in the pan.

In reviewing our choices for the top marketing trends of 2020, we took a look at what our customers have to say. After all, some of the best marketers in the world are our customers, so between them and our own team, we’ve got some expert insight close at hand.

Here are the trends we think are poised to have the biggest impact in 2020:

You’re probably already making some of these moves. Some of them are just now becoming possible in today’s MarTech landscape. But all of them can have a lasting impact on your marketing strategy, not just deliver a temporary bump in your KPIs.

Read on, and then weigh in. We’d love to know what trends you’re excited about right now.

Trend #1: Collaboration
As marketing departments trend towards decentralization, the need for collaborative tools is on the rise. In our 2019 Email Benchmark Report, customers noted once again that the collaboration capabilities offered by marketing automation platforms are unhelpful, leading them to rely on third-party integrations to manage workflow.

Even those who don’t use Marketo seem to feel the same way: they’re tired of working in silos, and they need software in their MarTech stack that can keep their team in alignment and their projects on track.

As 2020 kicks off, we think we’re going to see more and more marketing teams adopt collaborative tools and workflow software that manage the details so they can get their emails out the door faster.

We use Asana for project management, and we love that it keeps our projects organized while giving our (largely remote) team a central location to communicate about tasks.


Source: Asana

Workfront and Wrike are other great options for project management.

For email approvals, we drink our own champagne and use Knak’s collaboration tool to streamline the process. Anyone on the approval workflow can provide feedback right in the platform, and it’s easy to track progress through the email center. It makes the approval process much simpler and speeds up our time-to-email.

Trend #2: Mobile-First Design
Rather than just optimizing their designs for mobile, many organizations are turning to mobile-first design. Mobile browsing has surpassed desktop browsing 53% to 37%, and Litmus reports that mobile is the most popular email reading environment, with 42% of all emails being opened on a mobile device. Even mobile purchasing, once a very small percentage of revenue, has increased 23% year-over-year, leading to a push for mobile optimization across digital marketing channels.

A minimalist approach to content and design will help facilitate mobile optimization.

Source: Litmus

While you may not be ready to take a mobile-first approach yet, we wouldn’t be surprised if the bulk of emails are built this way in the near future.

Trend #3: Animated & Live Content
Animated content is a great way to grab interest and boost engagement. Animated CTAs, GIFs, and other short animations draw attention, and they continue to become more prevalent as marketers start to see the benefit. In fact, we use them ourselves in our digital newsletters:

Live content is also gaining popularity, and we love it because it populates any time the email is opened, keeping it up to date and engaging for readers.
Some popular examples: weather forecasts, countdown clocks (usually to the beginning or end of a sale), and sports or survey results, like this example from Xfinity:

Source: Litmus

With this email, readers can see live poll results and add their own voice to the mix. It’s fun, and it adds a level of interactivity that feels fresh.

The main caution here is to make sure your animations are engaging but not overwhelming. Too many flashing objects are distracting — some may even say annoying — and if they’re leading to slow email load times, you’re negating the benefits.

Trend #4: Personalization
Personalization is not new, but as inboxes get more crowded, you need to do it better if you want to stand out.

Fortunately, we’ve got good news: customers are willing to give up more data in order to receive better personalization. In fact, according to a study by Liveclicker, 55% of customers say they prefer email messages containing relevant products and offers.

Check out this example from JetBlue:


Source: HubSpot

This email is in perfect keeping with the brand’s tone, and the personalization is on point: it calls out shared experiences and provides relevant content that’s tailored to the reader.

Other great examples of this include Amazon and Netflix, whose customized product and viewing recommendations draw users back in and keep them engaged.

Note: We recommend Campaign Monitor’s Ultimate Guide to Personalized Email for an in-depth look at email personalization.

Trend #5: Minimalism
A “less is more” approach is king right now, and with good reason. Litmus reports that the average read time for an email is only 13.4 seconds, so you’ve got a very limited amount of time to get your message across.

A clean, minimalistic design feels authentic and allows for easier consumption, but it does not mean your design has to be black and white. Choose a simple color scheme that enhances your branding, like Hawthorne does here:


Source: Really Good Emails

Their design is clean, the content is minimal, and the entire thing is highly scannable. When your emails are this easily digested, you drive the focus toward your CTA, increasing the likelihood that readers will click thru.

A few other benefits here: a minimalistic design is easier to create and easier to make mobile-friendly.

Trend #6: Interactive Email Design
We’re big fans of anything that simplifies the user experience, so asking users to rate or review an item in the body of the email itself gets high marks from us.

Source: Omnisource

This is super easy for users – they don’t have to follow a link to leave a review, and the simple connection between the email content and their instantaneous response encourages a higher level of engagement.

Organizations like Capital One frequently include a brief survey at the bottom of their emails asking users to choose from a set of smiley faces to rate how helpful the email was.
Home Depot and many other retailers use emails like the one above to allow users to instantly rate products. Sephora takes it a step further by letting users pin products directly to their Pinterest boards.

On your end, this kind of discovery will help you tailor your content to make it more relevant and drive participation.

The end goal here is the ultimate interactive email experience: allowing users to check out in an email. The tech isn’t quite ready, but we bet it will be soon, so including some interactive content in your emails now is a great way to stay in step with the trend.

Trend #7: AI & Machine Learning Systems
AI-designed emails may eventually be the holy grail of email personalization. Imagine being able to use exactly the right subject line, product suggestions, and interactive content, and make sure your email is sent at the optimal time.

We’re not quite there yet, but in the meantime, you can start to reap some of the benefits of AI and machine learning, and one of the keys here is modular email design.
Email building programs based on modular design make it easier to use machine learning to insert relevant content into emails based on rules set by the developer. It’s a step in a very future-forward direction, and it’s a trend we’re excited to see unfold.

AI and machine learning aren’t without their drawbacks, of course. Safeguards are needed to keep AI-driven content from seeming, well, artificial.
Note: For a guide to the basics of AI and machine learning, check out How to Use Artificial Intelligence in Email.

Customer Experience > Trends
Times change, right? The world of marketing moves quickly, and the things that were on trend a few years ago have likely been replaced, updated, and modernized.

That’s part of what we love about marketing. We get excited about new tools and new technology, so lists like this have us thinking of a thousand different ways to update our strategy.

But we know that delivering a first-rate customer experience is job #1, so we don’t stress out about trends. We evaluate them through the lens of customer experience, and if it’s something that’s going to make life better for our clients, we work to make it happen.

Want to weigh in? Comment below, and let us know which trends you think will have the biggest impact in 2020.

Our Holiday Marketing Wish List

What we want in our in-boxes this year.

Forget the stockings. We have a holiday wishlist, and it’s got nothing to do with presents. Welcome to our Holiday Marketing Wishlist, where we break down the things we wish Marketers were doing more of, less of, and adding to their playbook for 2020.

It’s just a little insight from our Marketing team to yours. Consider it a one-of-a-kind holiday gift from your friends at Knak.

What we wish Marketers would do more of
Sometimes a little goes a long way. Here are some small marketing moves that have a big impact.

  • Sit in on customer/prospect calls. Even on small teams, there can be a disconnect between sales and marketing. Listen in on your sales team’s calls once in a while to find out what questions they’re being asked and how they’re responding. Understanding your prospect’s perspective can inform your day-to-day approach.
  • Be authentic and provide value to your audience. Not everything needs to end with a sales pitch. Really. Add value with the content you’re sending, and you’ll establish a new level of credibility with your audience.
  • Create a playbook for your repeat projects. You’ll save time, improve quality, and streamline your processes.
  • Do little things that delight your customers. Send a holiday gift to your top customers, branded onesies to clients who’ve had babies, a bottle of wine to clients who won an award, etc. They’re small gestures on your end, but genuine kindness goes a long way.

What we wish Marketers would do less of
Just like we said above, a little goes a long way. Being careless with your strategy is a surefire way to take a great user experience and move it down a few notches. Here are a few things that should be on your “Naughty” list.

  • Sending inauthentic communications. Be genuine with your customers. Believe us, they can tell.
  • Ignoring existing customers. Focusing the bulk of your energy on new prospects is a major mistake. A loyal customer is one of your most valuable assets, and we’d suggest that the most important relationship building you’re going to do is the kind that takes place after they convert.
  • Sending too many emails. When nurture emails overlap, you create a poor user experience. Look at your plan and make sure your content is going out at appropriate intervals.
  • Wasting time in HTML & coding. Don’t waste your valuable (and limited) resources on HTML and coding. Building emails with modules or templates eliminates this roadblock and speeds up your time-to-market. In fact, we’d be happy to recommend a product that can help you out with this. We hate to see friends waste time!

What we wish Marketers knew
Ok, we covered the basics. Now, here are some next-level marketing moves to help you up your game in the new year.

  • Focus on the content, not the tactics. Trying new tactics is great, but if you’re constantly changing your approach to drive click-thru rates, there’s a good chance your content is all over the place. Don’t try to trick readers into opening emails. Customers need to understand what to expect from you, so make sure your content strategy is cohesive, intuitive, and adds value.
  • Understand your audience. Keyword research is SO important here. Find out what your audience is interested in, and use it to add value to your content. Include external links to content your audience will appreciate – you’re not directing traffic away from your site. You’re establishing your site as a central location for valuable resources.
  • Make sure your presentation reflects your brand. When your audience sees your content, is it distinctively yours? These three components work together to communicate your distinct brand identity: Content, tone, and design.
    This may seem basic, but you’d be surprised how many organizations ignore one or more of these in their rush to get emails out the door. Don’t cut corners. Sending under-developed or hastily designed content does more harm than good and will lead readers to make a negative connection with your brand.
    *Note: For some great design tips, check out our UI/UX Designer’s blog, or Quicksprout’s Ultimate Guide to Creating Visually Appealing Content.
  • Build amazing landing pages. Yes, your emails should look amazing, and your CTAs need to be compelling. But don’t ignore what happens next. Your landing page is key to conversions, and it should be designed just as thoughtfully as your emails. Stay tuned for some exciting landing page news from Knak, but HubSpot has some great landing page design tips in the meantime.

Thanks for checking out our wishlist, readers. Have something to add? Comment below and let us know what’s on your Holiday Marketing Wishlist. Cheers to a new year of amazing emails!

Knak is the first email creation platform built for marketing teams. We help you create beautiful, responsive, world-class emails, no coding required. Get to know us at knak.com.