Email Marketing refuses to go away.
Email marketing was one of the first online marketing tools which are still in use. With the advent of new technology, we are being introduced to new advertising platforms and solutions. But keeping all these platforms at bay, email marketing refuses to wind up; instead it is making itself more important day by day. It is one of the 6 elements of digital marketing mix which you should apply to growth hack your business.
Following graph shows that people send/check emails more than 5 times a day on their smartphones. And this is more than any other activity one is performing; it shows the importance of email marketing.
Source: Android Central
So, while making strategy for email marketing, never forget to optimize your emails for smartphones. Below are some steps to ensure that your email campaigns are mobile optimized:
1. Get Subscriber Attention
Whether mobile or desktop, who the mail is from is equally important. However, when it comes to mobile, while screening your inbox first thing you notice is “From Name”. If subscriber doesn’t recognize “from name”, they won’t open your mail and it will land into either trash/spam folder. So, unless you are a brand name/ or a company subscriber has interacted with user personal names, they tend to have good open rates. You can also earn their trust by reaching them on social media or other channels.
2. Subject Line
When subscribers read the “From Name”, they also read the subject of the mail. A subject defines the intent of the mail and it should be compelling & creative as well. If person doesn’t connect to the subject, he/she won’t open your mail even after knowing you. Even if the subscriber doesn’t know you, he/she may open your mail reading the subject line, so it is another important factor to be considered to get your email opened.
3. Big & Simple Call to Action
subscriber has recognized you, connected with your subject line and opened your mail. Now while reading your message, it should be clear to him of what to do next. Your call to action button/image/link should be simple & distinctive. If he/she likes your message but is unable to find CTA, then it will have a bad impression on that person and you may lose a customer forever. So always make CTA’s in your mail distinctive.
4. Responsive emails
Mobile responsiveness is about adjustment of size of your content in order to fit in smaller/mobile screen. Until your content shows in a proper format, people will not read/click on your mail and your resources would go in vain. While making a responsive mailer keep following things in mind:
- Your brand message and awareness should be clear and in line with your brand strategy.
- Try to use text mailers as they are favorite of gmail, outlook and easy to download.
- If using images, use light weight images with compelling alternate text.
The best advice to ensure your emails get better open rate on smartphones is to test. Test them keeping your target audience in mind and see what worked. Best strategies are those which worked for customers.
Would love to read your thoughts in the comments section.