The Real Challenges of Responsive Email Design

The Real Challenges of Responsive Email Design

*This is an updated repost of one of our most popular blog entries, originally published in 2013. As this information is still highly relevant and valuable to those looking to understand email design challenges, requirements, and solutions regarding responsive design, we wanted to share it again. Enjoy. The Real Challenges of Responsive Email Design For us folks who have been in the email marketing world for a while, the iPhone was a godsend. With the introduction of WebKit rendering engines into our universe, we could now balance our past-expiration technique of nested HTML tables to get emails to display correctly, (placed on us by our draconian overlords Outlook and Gmail), with CSS3 which allows us to target particular screen sizes and restyle, resize or remove content from rendering on mobile devices. Hallelujah! We could now, at least on mobile devices, make email a more native-web experience. Many of these techniques are lumped under the term "Responsive Email Design." This term is a bit...
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Why Address Validation is Not Enough for Email Marketers

Why Address Validation is Not Enough for Email Marketers

Why Address Validation is Not Enough for Email Marketers Address validation confirms an email will go to a valid address, but not whether it’s the right person and that makes a big difference. There’s been a long debate about single versus double opt-in with, let’s be honest, the single opt-in approach winning out in most cases. We all understand why. Double opt-ins add friction and inconvenience to the signup process. The harder it is to subscribe, the fewer customers and potential customers will do so. As marketers, we want to minimize barriers and make the customer experience as simple and easy as possible. The problem with simple and easy is that it’s prone to simple and easy mistakes. Single opt-in, especially when implemented indirectly (for example, by a clerk at point of sale) is prone to typos. While often benign, these can lead to list hygiene problems. To reduce these issues, many companies have turned to address validation. Ideally performed in real time at point...
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The Best QA Process to Produce Error-Free Emails

The Best QA Process to Produce Error-Free Emails

The Best QA Process to Produce Error-Free Emails Whether your emails are award winning pieces of creative designed within complex templates or just simple text only notes to your readers, they all have something in common. They all must go through Quality Assurance (QA) before heading to their awaiting inboxes. If you are concerned about the quality of your emails and delighting your readers, this is a crucial step that must not be left out of your email production process. At Trendline, we pride ourselves in having a 99.63% error-free rate against all the emails we sent in 2016. The way we maintain a near zero error rate with so many email campaigns is by having a top notch QA team, a rigorous process, and utilizing leading email industry tools. While producing quality emails is highly important to our clients, so too is the time it takes to get it out the door.  Our QA process not only needs to test...
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