July Email Industry News Roundup Jul 12, 2019Views: 139
In this email industry news roundup, we cover MailChimp’s ongoing users’ complaints and disappointment, Litmus’s report on email engagement and the major changes coming to third-party apps due to the Gmail API update.
“If you’re not seeing the email channel as a money-making machine, you have the wrong strategy.” – Hans Smellinckx
In this article, we’ll cover the following most recent email industry news:
- MailChimp – a year full of failures and sneaky changes
- Litmus’s State of Email Engagement – a report to help you understand subscribers engagement and improve your email strategy
- Gmail API changes killing access to third-party apps
MailChimp Disappoints – Again
MailChimp seems to be having a pretty tough year so far. First, the company parted ways with Shopify – the latter killing the integration between the two due to data security concerns. Afterwards, it came to light that the cheeky monkey quietly acqui-hired Shopify’s fellow competitor LemonStand – even before the two parted ways. Then, following the split with the e-commerce company, merchants started dropping MailChimp and looking for alternative ESPs. But wait, there’s more.
Unfortunately for MailChimp, the misgivings didn’t stop there. Their Mandrill app went bang in early March followed by a huge data breach and, the cherry on top, the changes the supposedly free tool made to their pricing structure. Many have had regrets on their choice of an email service provider and subsequently jumped ship, whilst others still unhappy with Mailchimp are trying to cancel, but are still being charged for services they are no longer using.
The State of Email Engagement
In email marketing, data is power. Knowing when, where and how subscribers engage with your emails will help you understand them better. Consequently, you’ll be able to fine-tune your email strategy and execution. And ultimately, send better emails.
With that being said, our friends at Litmus released their State of Email Engagement report which will give you insights on how the average subscribers engage with email. Litmus analysed more than 10 billion email-opens tracked with email analytics in the past year. Here is a quick overview of what the report will teach you:
- When subscribers read email and how the most popular time differs by country and reading environment
- Where subscribers engage with email and how email client popularity impacts your email strategy and execution
- How long subscribers spend reading an email and how often they print and forward emails.
Gmail API Changes Are About To Break Third-Party Apps
Gmail users need to brace themselves as Google’s email client is about to lock down API access to Gmail data (and later, Drive data) – soon. Due to the change, some of your favourite third-party apps might find themselves locked out of your Google account data.
The new API policy was announced back in October. However, at the end of June Google started emailing individual users of the third-party apps, telling them the apps will no longer work starting July 15. Some of the apps set to be affected are SwiftKey and SMS Backup+, two popular pieces of software that have over 105 million installs between them on the Google Play Store alone.
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In the meantime, you can take a look at our email marketing blog for useful email advice, tips and tricks. Last, but certainly not least, we’ll keep you up-to-date with the most recent social media news, search engine news, PPC & Ads news as well as other digital marketing news we found interesting.
This article was originally published on 8 July by EmailOut and can be found here.
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