Is e-mail marketing dead?
The consensus among business leaders and so-called cutting-edge marketers who’ve gone all in on social media, YouTube videos, podcasting, and other styles of digital communication will be, "yes."
However, that’s not the case.
The truth is, the humble email hasn’t gone anywhere. Quite contrary actually.
Smartphone habits of consumers indicate that reading email comes second and then making calls. Moreover, email continues to be in charge of at least doubly many online conversions than social media.
The confluence of email and mobile is particularly noteworthy. As soon as 2013, GetResponse found that "42 percent of subscribers delete emails that don’t display correctly on cell phones."
Because of this to leverage the awesome power of email, you need to get mobile. Here’s a straightforward three-step guide to truly get you started.
Mobile responsiveness isn’t nearly changing the size and dimensions of your articles to match a smaller screen. Additionally it is about reinforcing your brand strategy so as to enhance brand awareness.
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Mobile users are notorious for skimming emails, so utilize attention-grabbing images and copy. Don’t waste valuable “mobile” property on pointless distractions. Naturally, your responsive email strategy should be executed together with your audience at heart. However, below are a few proven guidelines that deliver effective results:
- Use single-column layouts that expand to multiple columns on desktops.
- Provide a lot of white space.
- Place your most significant information above the scroll.
- Space out your links.
- Keep carefully the header clean and prevent the first type of your email being something similar to, “Having difficulty viewing this email. Just click here to see in your browser.”
- Optimize for image blocking through the use of compelling alt text and by testing plain text emails.
- Use web-safe fonts and a text size of at least 12 px
- Make your CTAs “clear, big and easy to click.” Put simply, avoid what’s called “fat finger” syndrome.
Balancing your gorgeous design layout with compelling copy may be the second part of creating responsive emails. The keys listed below are brevity – keep it short – and paying very close focus on the “only three lines that matter”: the “from” field, the topic line, and the first type of text.
Why? Because on a mobile device, those will be the only three lines most subscribers will dsicover.
A) The “From” Field
If you don’t run a world-renowned brand, are the name of a genuine person in the “From” field. And, make certain the email address really works so you can react to complaints, questions, or recommendations.
B) THE TOPIC Line
The most alluring email will be for nothing if the topic line doesn’t get your subscriber to open it. Research indicates that, on mobile, subject lines between six to 10 words that are the recipient’s first name and – most intriguingly – likewise incorporate a movie title or song lyric have the best open rates.
C) The Copy
Don’t waste your readers’ time with bland and banal copy. Pack a punch into your first type of text, not only since it should lead your audience in to the remaining email, but also because cellular devices display the first line below the topic line within inbox previews (see above).
Tighten your writing through the elimination of unnecessary words. Use short paragraphs, plenty of line breaks, and subheads to produce a skimmable reading experience.
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D) Proactive approach (CTA)
Email exists for just one reason: to acquire a response. Normally that response is a simple click. To operate a vehicle clicks, CTAs should be specific, stick out from all of those other copy, communicate urgency, and provide clear value.
For maximum clarity, limit each email to 1 (and only 1) CTA. Lastly, be certain the page your sending your traffic to can be optimized for mobile viewing.
In the event that you curently have an in-house IT team, healthy! If not, nevertheless, you do have a simple knowledge of coding, you may take advantage of the many online templates to implement mobile email yourself.
Litmus, for example, outlines three core the different parts of a responsive design that converts:
- Query: Defines which CSS Style to use predicated on screen size.
- Styles: Predicated on the query above, a pre-determined style is activated.
- The HTML : Must mirror the elements specified in each CSS Style so as to take effect.
However, if the mere reference to coding makes you use in hives, fear not. Any email provider worth your time and effort will help you to create mobile-friendly emails without the technical hassles. You need to be sure the provider’s “responsive templates” do more than merely resize your text. For example, you should be in a position to preview your email across multiple devices before sending.
Over fifty percent of emails (53 percent) are actually opened on cellular devices, and that number is certainly going nowhere but up. By combining the proper layout, the proper copy, and the proper code, the huge benefits are impossible to ignore. Get mobile … now.