When Apple CEO Steve Jobs took the stage at the recent Worldwide Developers Conference, the reaction of the audience verged on rock star adulation, and that was before he even announced the big news of the day: the new iCloud paradigm. Fully embracing cloud computing unlike any other company, with the possible exception of Google, iCloud serves as a music, app, photo, document and other data synchronization process that maintains up to 10 different user devices updated with a variety of content, whether originated by the user or purchased outright. Amidst the hoopla surrounding the announcement came various other introductions to iOS 5 and Apple’s new email services, which have a more immediate impact on email marketers. A Finger Swipe Will Bring up the Notification Center Animation Scott Forstall, the head of iOS software for the market leading iPhone and iPad, trumpeted that mail is the most often used application on the various i devices. This latest release adds various goodies such as addresses that can be dragged from one place to another, the ability to flag specific messages and a search function that can burrow through your entire inbox to find particular text strings. Although these are welcome features, the Notification Center seems to be of great interest to email marketers. This section at the top of the i screens relays missed calls, messages and email in an animation. These notifications will no longer pop up as in earlier iOS versions but be accessible by a finger swipe across the top of the screen. The From Line & Preheader Will Have to Carry Even More Weight The Notification Center places an entirely new emphasis on From lines, subject lines and/or preheaders. Judging from the screenshots shown at the conference it seems that the new feature will display the sender and approximately 80 characters of preheader. If this is indeed the graphical approach taken in the final release of iOS 5 this fall, then email marketers may have to front-load a majority of their ammunition into these two lines, making the From line and preheader/subject line not just more important than ever for Apple i device subscribers, but essentially the only important thing. The From Line Is Too Prominent to Be Wasted on a Name Welcome to the world of the iSoundbite. You have two lines to make your proposal to the iPhone and iPad carrying masses or your open rates will dwindle down to the goose egg stage. Since the From line is definitely featured prominently and at the top in bold, this form of notification may trigger a renaissance in the art of the sender name. Will whimsical sender names such as F. Stop Fitzgerald at Flasssh Photo, Selma Junkoff at Bidd Auctions, Natalie Attired at Modah Fashion or C. Colin Backslash at DOS Data Services become the way to grab iAttention, or will the names end up being more tightly tied into the subject matter, such as Eel Electronics Discount Voucher This Week Only, or You’re Invited To The VIP Event At Snore Sleep Center? I Sing the Preheader Electric What form of 21st century poetry will arise from the efforts of email marketers everywhere to cram complete attention grabbing calls to action within those two precious little lines animating at the top of i screens? Is the next Walt Whitman, Robert Frost, Emily Dickinson or e e cummings lurking in some marketing cubicle waiting to unleash I Sing the Preheader Electric upon an unsuspecting world? Whichever email marketer first masters the art of drafting two-line combinations that will grace the top of i devices everywhere will find themselves in a very envious, and lucrative, position. The Apple world is yours for the taking, if you’re up to the task!
The fact that I bring up Mexican food and National Barbecue Month in this weekly wrap probably means I didn’t have a big enough lunch. Thanks to these weekly wraps, one thing I will always have enough of is email marketing information. Also, I apologize in advance for calling you lazy, printing businesses. Make Email Newsletters Interactive: Give Users a Reason to Click I wish there was a way to make emails interactive like RockBand makes music interactive. I’m not exactly sure what I mean by that, but it seems to make sense. Right? Until I figure that out, read about how to Make Email Newsletters Interactive: Give Users a Reason to Click. Beyond Benchmark Email: Preheaders, Phishing and Google Analytics We took Buzz Lightyear very seriously when he said “To infinity, and beyond!” That’s why we’re always hard at work putting together content for sites other than our own. We’ll provide you with our favorites in a post much like this one: Beyond Benchmark Email - Preheaders, Phishing and Google Analytics. 5 Tactics that Can Improve Your Delivery Rate My favorite part of this post was the Pulp Fiction-esque box image. Apparently selling your soul might be the unwritten 6th tactic. See the first 5 Tactics that Can Improve Your Delivery Rate. The Impact of Mexico’s New Personal Data Exclusion & Breach Laws I think I speak for all of us when I say I’m just glad it won’t affect Mexican food. OK, so that may be a little off topic. Still, I’m glad. Find out The Impact of Mexico’s New Personal Data Exclusion & Breach Laws. Embedding Videos from YouTube, Vimeo and Blip.tv in Your Email The who and why of video email marketing. Discover the details of Embedding Videos from YouTube, Vimeo and Blip.tv in Your Email. Customize an Email Template for National Barbecue Month! I have been trying to talk a friend into securing his rooftop grill at his apartment building since I found out that May was National Barbecue Month. After all, it wouldn’t officially be summer until the first BBQ. As a result, I’ve had to throw on a sweater several nights this week. I will do what I can and BBQ ASAP to kickstart summer. You need to do your part too; Customize an Email Template for National Barbecue Month! The 5 Phases of Dental & Orthodontic Email Marketing Strategies Most people fear those who work in these two professions. You may be the subject of some nightmares, dentists and orthodontists, but luckily email marketing doesn’t have to be one of yours. Check out The 5 Phases of Dental & Orthodontic Email Marketing Strategies. How to Market Yourself with LinkedIn Shireen had me hooked at “the average LinkedIn user income set at about 109k/year.” Need I say more? Learn How to Market Yourself with LinkedIn. Also...sorry I’m bringing down the curve, LinkedIn. 6 Email Topics for Your Printing Business Newsletter We’re doing all the work for you, printing businesses. Here are 6 Email Topics for Your Printing Business Newsletter. What do you do when you’ve done all 6? Stop being lazy. That’s what. The Email Alternative to Winery Closed Network Sales Sites Prior to reading this post, I would have probably guessed that a winery closed network was some sort of secret society that drank wine. I don’t want to be the one to burst that bubble for you, so don’t click the link if you don’t want to find out if that’s what it actually is or not. For those in search of the truth, find out The Email Alternative to Winery Closed Network Sales Sites.
Make no mistake, the Benchmark writing squad is bus-y! But when they\'re not cooking up content for this blog, they\'re lending expertise to sites across the internets. To keep you in the know on this, we\'re running a monthly recap of outside articles, blog posts and columns in all their glory. Here\'s the first installment of Beyond Benchmark, where we list important outside content and links where you can read it. The Importance of Preheaders on The Email Guide Have you ever spent time on your newsletter pre-header, adjusting it to improve your email campaigns? Probably not, which is why COO Denise Keller brings it with an A+ column on the importance of this little section of email real estate. The piece, published on The Email Guide, got high marks from readers and takes email campaign management to an entirely new level. You can read this eye-opening piece by clicking the link: The Importance & Impact of the Email Preheader. Fend Off Phishing Attacks on iMedia Connection Our CEO Curt Keller is a fountain of knowledge, so when he blogs about phishing attacks and other scams, the audience pays attention. This piece for the award-winning site iMedia Connection details how you can use your business login page to fend off phishing attacks. With so many email addresses falling into the wrong hands, and phishing attacks becoming more and more sophisticated, How to Fend off Phishing Attacks with Your Business Login Page, arms you with invaluable info on protecting your info. Panda/Farmer Algorithm on Search Engine Journal Hal Licino is more than a Benchmark Email writer, he\'s a regular email marketing Yoda. Last month the force was with him big-time and he penned an extremely popular Search Engine Journal piece on how Google\'s Panda Farmer Algorithm could affect email marketing. It\'s an important answer to an important question, especially since the vast majority of people are wondering how this new method will affect websites rather than email campaigns. Read this fascinating column by clicking the link: How Google\'s Panda / Farmer Algorithm Could Affect Email Marketing. Email Marketing with Google Analytics on Search Engine People Writer Daniel Cassady has a knack for bringing new perspectives to the table, and his recent column for Search Engine People breaks down an important, timely topic in a direct, realistic way. Focusing on Google Analytics, his guest blog post, Email Marketing: 4 Great Things Google Analytics Can Tell You shows what a working knowledge of Google can do for your email marketing campaigns. We\'ve all heard how important Google Analytics are, but this piece concretely explains why. We\'ll be back in a month with another episode of Beyond Benchmark, and we\'ve got lots of stuff in the pipeline - so keep an eye on this space!