Email marketing is one of the most effective ways to reach an audience. Through segmentation you can even ensure the right message is reaching a specific audience. Although email marketing can be highly effective in attracting new customers and bringing back old ones, there are some things to consider on mobile.
Mobile users don’t think or act the same way as desktop users – we’ve touched on this in previous articles. That’s why, when it comes to designing your email campaigns, you should keep a few things in mind…
Email Marketing Strategy – Keep it simple
Emails that display incorrectly on mobile may be deleted within three seconds.1 Unless your email subscribers are expecting lengthy messages on a regular basis (which is possible), it’s best to keep your email communications simple. That’s why we build websites – so that marketing messages can remain short and to the point. From there you can link out to provide more information.
Here’s an example from FeedSpot that misses the mark a bit:
First of all, there’s not much to look at here from a visual standpoint. Granted, Feedspot is meant to just share trending topics but incorporating some imagery to help with the messaging goes a long way.
Another problem displayed is the content. Including the author and timestamp for each article wouldn’t be necessary information to entice users to click through here.
Finally, there’s the linking issue. The goal of this message is to motivate potential subscribers to click through different topics. And, yet, there are at least six links to choose from without even scrolling through the rest of the email. Too many options.
Overall, there’s some visual appeal missing and what’s shown is not very compelling. Feedspot could simplify this approach by including one visual with each topic and refining the layout to be more compelling to click through to the website to learn more.
Even if images don’t make sense for the message, your email design should be a professional, branded template that is consistent with each campaign. This helps guide users to the content framed within it. It also gives marketing messages a consistent and instantly recognizable look.
The team at Haute Living creates a great example of this:
The branding and layout is consistent with each campaign. The imagery looks great on mobile. It’s well-sized, well-designed, colorful and provides the message in as concise a manner as possible. The additional products listed within the layout all fit the theme. Given the recent deep freeze we’ve experienced here in the Chicago area the topic is relevant too.
It’s important to keep in mind you want to compel your audience to learn more and engage with your message.
Tell a story
Every great story has an arc. Where does your story take your audience?
This Chicago Tribune email is a good example of delivering a very specific message to subscribe to their newspaper with the added benefit of digital content access.
The image feels like a great match to appeal to those of us who remember what a hard copy newspaper is. It tells a story quickly and adds a visual element that relates to the messaging.
Call to Action
The more you know about your audience and the things you can do to encourage engagement, the more effective your mobile email marketing will be. If you follow what users are searching for, you should be able to craft meaningful content with ease.
Look for ways to serve up a quick call to action:
- Use this coupon.
- Join us this weekend.
- Watch this quick video.
Also, keep in mind that you want to limit the number of options presented in your design. The idea here is to direct your audience through some basic calls to action to learn more via your website.
Don’t forget the data
You’ve crafted the perfect email campaign. A simple layout with specific calls to action, captivating imagery, and a great story. Now send! Right? Don’t press send just yet. Try to ensure your award winning work has some tracking added in so you gain some insights into what users are doing (ie. opens, click throughs, etc). Most email marketing platforms these days have this baked in, but if need a free tracking tool try out Google’s Campaign URL Builder.
Questions or comments? Let’s chat!