Some digital practices should be discarded in 2018. One is email drip campaigns without personalization. Studies show that drip campaigns are 80% more effective than single emails, but they don’t work when marketers fail to optimize them in the right way.  

The European Union is intervening in Microsoft’s email privacy case before the U.S. Supreme Court. The EU will submit an amicus brief to make sure that “EU data protection rules on international transfers are correctly understood and taken into account by the U.S. Supreme Court,” the European Commission said in a statement. The case concerns a lower court ruling that prevents prosecutors from gaining access to emails held by Microsoft on servers in Ireland. The U.S. Department of Justice has appealed that ruling.  

Return Path has created an interactive game filled with tips on email deliverability. This “workday diversion” lays out best practices for email deliverability, according to MarketingProfs. 

The new year is almost upon us. Here are three trends that email marketers can expect to see in 2018: incorporation of artificial intelligence, growth in interactive email content and more value in half the time. 

Email source spoofing allows senders to bypass spam filters and protections such as Domain-based Message Authentication, Reporting and Conformance (DMARC).  Several email clients, including Apple Mail and Thunderbird, “bungled” their implementation of a protective RFC, says penetration tester Sabri Haddouche.

European regulators are threatening to strike down the trans-Atlantic Privacy Shield data transfer pact because of concerns over insufficient U.S. surveillance guarantees and unclear guidance on consumers’ redress rights. 

eBay is being mercilessly ridiculed in social media for sending a marketing email urging consumers to “decorate your hoe this Christmas,” the Mirror reports. eBay said it had omitted the word “garden” by accident. 

Emoji use is on the rise in email marketing. But there are advantages and disadvantages. Here is an overview of the why and how of using emojis in subject lines. 

Email is a scalable and affordable channel, but success can be elusive. Christina Hagopian, president and creative director of Hagopian, describes her firm’s journey to effective email marketing.  

Most email marketers feel their campaigns are more effective, 58% significantly so, according to a study by Return Path and Ascend2. Only 15% say their performance has decreased.