Of all the digital marketing tools out there, email is still considered to be one of the most trusted mediums by consumers. If email campaigns are a part of your marketing or advocacy strategy, however, it is critical to be aware of the latest developments in the field. Says ClickZ’s Simms Jenkins: “Email is only getting more important and your email program better be adapting to this new future.”
- Appearances matter. Nearly half of all emails are read on mobile devices, and how your email looks on these devices matters to recipients. Simms points to a BlueHornet and Forrester study, which showed that 70 percent of consumers delete a mobile email when it doesn’t look good and 18 percent unsubscribe. So what’s the best way to ensure that emails ‘look good’ on both desktops and mobile devices? “For email, the trend is the simpler the better,” says John Jones, Senior Technologist at Adfero Group. “With the number of mobile devices used for email and the vastly segmented desktop email market (Outlook, Gmail, etc), email marketing is most successful when done with simple, clean templates that look good on any device or desktop.
- Spend time on your subject line. Keep in mind that most mobile email clients will cut off subject lines longer than 25-30 characters, so your subject line should be short and sweet. This handy tool from Litmus shows you what your subject line will look like on a number of common email clients and devices. And, of course, your subject line should also be engaging. “Never write a boring subject line,” says frogloop’s Justin Perkins. “Questions, or teasing ambiguity, can be very effective. But if you don’t mention the basic subject matter, it will get ignored by your most important audience: the people who actually care about that issue.”
- Be careful with images. ”Most email has virus and spam configurations that block images,” says Erin Smith, Senior Account Supervisor at Adfero Group. “Using image-heavy and overly designed content will prevent your reader from being able to view your content until they have taken the action to display images. More likely, they will take action to delete your message instead.”
Have some email campaign tips of your own? Share in the comments!