Guru's latest Email conference brought a flourish of 80's themed sessions, complete with a SPAM-eating competition featuring Joey Chestnut, and insights from industry powerhouses Morning Brew, Sarah Jessica Parker, and Jay Schwedelson of Subjectline.com. One thing's for sure – Guru knows how to make a virtual conference fun and actionable. Here are our most valuable takeaways:
1. Preview Text: Your Secret Weapon
Email success isn't just about compelling subject lines. Preview text plays a crucial role in open rates, but its implementation requires careful consideration across different email clients and character limits.
Preview Text Best practices:
- Use it to complement, not complete, your subject line
- Avoid crucial information in preview text
- Add padding code at the end of your preview text to prevent "View in browser" from being added
2. Crack the iOS 18 Code
The September release of iOS 18 has changed how emails are organized, automatically sorting them into categories like Primary, Transactions, Updates, and Promotions. To maintain visibility and engagement, marketers need to adapt their strategies to land in the Primary inbox.
Key adjustments:
- Move beyond image-only emails
- Include descriptive alt-text
- Use AI trigger words like "new feature", "action required", and "meeting invite" to target primary tab placement
3. Shining a Light on Dark Mode
Dark mode has become a critical consideration in email design, with Knak's Pierce Ujjainwalla reporting that 35% of emails are now opened in dark mode. Different email clients handle dark mode differently, requiring thorough testing and optimization.
Essential considerations:
- Test across email clients (Apple Mail, Gmail, Outlook)
- Account for inverted backgrounds in some clients
- Ensure readability in both light and dark modes
While the email landscape may be changing, one thing remains constant – the need to adapt, test, and optimize for your audience's experience. Check out our email levers guide below for more insights on how your emails can stand out in the inbox.
Get a Free Copy of LIFT's Email Levers Guide