Category Archives: Email Automation

6 Tips for Meeting Gmail Deliverability Guidelines

According to Litmus, Gmail is the world’s most popular email client, with more than 1.5 billion global active users. As a result, Gmail is a leading email service provider that marketers can’t afford to overlook when it comes to inbox placement.

It’s essential for today’s marketers to follow Gmail’s ever-changing guidelines. If you aren’t mastering Gmail best practices, you could be losing opportunities to improve deliverability, boost campaign results, and effectively engage with a critical segment of your subscriber audience.

So what’s a marketer to do to ensure their messages aren’t getting flagged before they reach their Gmail customers? Read on to dive into fundamental tips for optimizing your email campaigns to meet Gmail’s latest deliverability guidelines and avoid their sophisticated spam filters.

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Webinar Recap: Dark Mode for Email 101

Thank you to all who joined us for our webinar, Dark Mode for Email: What Do You Need to Know?

In our 20-minute webinar, we covered what dark mode is and how it benefits your email subscribers.

Watch the webinar recording to learn why subscribers are making the switch, common misconceptions and limitations of the trend, and tips for designing and building emails for dark mode.

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Optimizing Email for Dark Mode

Screens everywhere are going back to black as dark mode surges in popularity.

Developers, designers, and marketers are adapting their content, emails, websites, and applications to create a “dark mode” experience to cater to the growing preference for darker themes and interfaces. As more users are opting for this color scheme, content that isn’t optimized for dark mode can be jarring – and frustrating.

Dark mode is more than a passing trend of individual preferences – it’s changing the email marketing horizon.

Are you ready to embrace the dark side (or mode) of email and evolve to meet the rising user preference? We’re illuminating what dark mode is, why subscribers are making the switch, and how you can enhance your campaigns to deliver dark-mode-friendly email experiences.

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4 Tips for Optimizing Transactional Emails

Transactional emails are one of the most effective touchpoints for engaging customers. In fact, Experian found that their open rates are 8x higher than traditional marketing emails. Even more, according to Campaign Monitor, they generate 6x more revenue. Still, many marketers underestimate and underutilize the opportunities offered by these seemingly run-of-the-mill messages.

But transactional emails don’t have to be dull or daunting. We’re sharing four quick tips on how to optimize these important automated notifications to improve customer experience and provide the helpful information your customers need (and expect).

Transactional Emails: The Basics

Before we dive in, let’s first go back to the basics. Transactional emails have one purpose: to relay important information to your customers.

Triggered by a specific action taken by a customer on your site, these one-to-one, post-purchase touchpoints are crucial in customer satisfaction and retention. However, transactional emails are all too often “set it and forget it” programs. From order and shipping confirmations, to purchase receipts and tracking updates, cart abandonment reminders and more, context is key for these timely, triggered emails.

Get started with a few simple guidelines to ensure your transactional emails inform and impress:

  • Are you setting the stage? Craft a strong subject line and header that reflects the purpose of the transactional message.
  • Are you prioritizing the right content? Transactional content should appear first, while commercial content comes second.
  • Are you providing a cohesive customer experience? Transactional emails often feel dated, off-brand, and deliver an inconsistent customer experience from other marketing efforts.
  • Are you adding value? A compelling transactional email is informative, personalized, and customer service focused.
  • Are you driving the customer’s next step? Include calls-to-action to encourage customers to reengage post-purchase.

Enhancing your transactional emails enables you to extend your company’s relationship with a customer throughout every interaction, while awarding the opportunity for cross-sells or upsells. Follow along to discover how to boost customers’ post-purchase experience by optimizing your brand’s transactional emails.

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Meet Acoustic (Formerly IBM Watson Marketing)

Whereoware is excited to introduce Acoustic, the newest iteration of the IBM Watson Marketing suite of tools, released on July 15. The release follows Centerbridge Partners’ acquisition of IBM Watson Marketing software (the marketing automation suite Whereoware specializes in and has used daily for the last decade.)

Born from the desire to focus solely on marketers, Acoustic is dedicated to building products that “bring humanity back to marketing.”

Marketing is Acoustic’s number one priority, rather than an add-on feature to a larger technology suite.

Why Acoustic?

What’s in a name? In the words of Mark Simpson, Acoustic’s CEO, “our new name is a symbol of our ability to create environments that draw people in, inviting closer and more personal connections. By providing purpose-built solutions, we can empower marketers to make these true human connections. Only by listening carefully to consumers can marketers make themselves heard.

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Watch Now Webinar: Five Ways to Fix Email Deliverability

We co-hosted a 30-minute webinar with Cuisinart and IBM Watson Marketing to share Five Ways to Fix Email Deliverability and optimize inbox placement.

According to Statista, approximately 48% of emails end up in a subscriber’s SPAM folder. The problem is real for marketers, and most don’t even know it. IP health, email design, and other key factors significantly impact deliverability. But how do you overcome these challenges?

Learn how Cuisinart worked with IBM Business Partner Whereoware and Watson Marketing to quickly right their boat when they found themselves in a deliverability storm. We share a detailed story about taking an email marketing program with many deliverability issues and turning it into the world class email marketing it is today.

Do you have a deliverability problem? It’s never too early or late to fix your email deliverability. Watch the on-demand webinar here.

The Ad Council Builds Successful March “Adness” Email Campaign Using Code Perfect

Get the case study to see Ad Council’s March “Adness” Interactive Campaign In Action, and learn how they create responsive, on-brand emails in minutes with Code Perfect.



Who: The Ad Council is where creativity and causes converge. We use the power of communications to tackle the country’s toughest issues, and we are the only national nonprofit that brings together the brightest minds in media, tech, advertising and marketing to develop campaigns that inspire action — and improve lives.

What: In the spirit of March Madness, the Ad Council’s March “Adness” email campaign pins the year’s top 16 public service announcements (PSAs) against one another in a “bracketology” competition.

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Webinar Recap: 3 Steps to Improve Email Deliverability

Thank you to all who joined us for our webinar, 3 Steps to Improve Email Deliverability.

In our webinar, we covered how to use IP warming, authentication, data cleansing and validation, and email best practices to reduce deliverability issues and reach your target subscribers.

Watch the Webinar Recording:

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5 Tips to Build “Code Perfect” Emails

Email is a fan favorite marketing channel to drive website traffic, boost engagement, deliver proactive customer service, increase sales, and support just about any business objective.

Customers prefer email’s non-obtrusive brand touch and businesses love the frequent audience outreach, while remaining low cost. In fact, a 2019 Litmus study found email’s return on invest increased over last year to $42:1 ($42 dollars returned for every $1 invested).

Email marketers will be the first to tell you, though, coding high-quality, error-free emails that render effectively across the variety of mobile devices, tablets, desktops; email clients; and email service providers is complex.

Though tried and true email rules are elusive and heavily dependent on the mood swings of ESPs and audience choice, today we’re sharing our lead technical marketer and guest blogger Chris Grouge’s five favorite tips for coding “code perfect” emails.

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Email Tip – 6 Steps to Streamline Email Creation Checklist



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According to Monetate, “email marketing drives more conversions than any other marketing channel, including search and social.” So what’s stopping you from sending that winning email to drive sales or promote an event you’re hosting?

Email marketers have too much on their plates. A recent study by Litmus found that marketers at large companies (500 or more employees) have 12 emails in production at any given time on average, while marketers at smaller companies have 8 emails. That’s a lot to manage.
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