It's worth noting that our email code was correct until we viewed it in our ESP's WYSIWYG editor. That's what removed the code essential to the operation of our messaging system. Consider asking your ESP for a list of the code their systems will remove. Also, pay close attention to your email rendering in the months following an upgrade. Needless to say, when you switch ESPs, you'll want to proactively adapt your email templates to your new provider. 3. Your email design changes Even though inbox providers and ESPs have never changed, we sincerely hope your emails change regularly. For starters, it's a good idea to update your overall email design regularly.
More than 86% of brands have redesigned their email templates in the past year, according to our State of Email 2020 study. Most did so to improve performance emails (hint, hint). You should also create unique email designs for special occasions, whether it's for a new product launch or an important seasonal event. This helps those emails get the exclusive attention they deserve. Beyond email redesigns and special one-time emails, we hope you Image Masking Service experiment with a variety of new design elements from time to time and run A/B tests. For example, the 2020 State of Email report found that 18% of email marketers have created interactive emails and 35% plan to do so. What is your brand's tolerance level? Looking at it all together, this is one big potential variability in the email ecosystem that can affect the look and functionality of your email campaigns:
New email clients and devices Changes to existing email clients, devices, operating systems and browsers How your ESP treats your email code Changes to your email templates New email design elements in your emails, whether for a special one-time email, experiments with new features, or incremental improvements No matter who introduces instability to the messaging ecosystem, it is undeniably there. The key question is: How long can your brand tolerate providing poor or interrupted subscriber experiences to a portion of your subscribers? For brands that redesign email templates every two years and only preview their new templates, they've decided they're okay with delivering poor subscriber experiences to at least some of their subscribers for a period of up to two years.