Contrary to popular belief, email isn’t dead. And for a good number of reasons. If anything, experts still claim Email to be a cornerstone in propelling digital marketing campaigns in the coming years. This vital communication channel is so popular that according to Statista, the number of global email users is set to grow from 3.7 billion in 2017 to 4.3 billion in 2020. That’s about half of the world’s total population. With this, it’s a no brainer that marketers will tap into emails to accelerate their lead generational process for effective results. But before we move on further, here’s a quick intro to email marketing.
What is email marketing?
In a nutshell, the term refers to using emails as a means to a (marketing) end i.e using them to sell products or services and pitch them directly to the customer. If not this, emails can also be used to pursue prospects or connect with pre-existing clients and keep them updated with all that’s going on in the company/ brand new offerings and such. Furthermore, the purpose of email marketing can be broken down into 3 main points:
- It keeps clients informed
- It’s a cost-effective marketing tool
- It’s one of the most persuasive and conversion rich forms of marketing that assured great, quick results
That said, let’s take a look into a few facts that prove these points:
- According to a resource, emails are strong on ROI because for every dollar that is spent, one can expect an average return of $32.
- They’re great for business growth. According to Emarsys, as of 2018, 81% of small businesses are heavily reliant on emails as their primary customer acquisition channel
- Welcome emails are one of the most successful with about 82% of the average open rate.
All of this is great. But if a company has to really benefit from the changing times, it needs to adapt its marketing tools to fit into the modern consumers’ lifestyle. For instance, screen time is gradually increasing by the day, especially to do with the use of mobile and cell phone devices. Since phones are portable and always on people’s hands, your email marketing should be directed at making itself more mobile-friendly, if it isn’t already.
Why is this important and how do you do this?
Well, if emails are mobile optimized then chances are that as a marketer or business owner, you could be missing out on a lot of opportunities. To illustrate this point further, below are 7 great tips you can incorporate into your email marketing process to make it more accessible and mobile-friendly.
Catchy Subject line
An email’s subject like can be considered as a torchbearer for the entire marketing campaign. Why? Because you could offer a prospect great deals and offers and have an amazing email structure, but none of that will be realized if your subject line is below par. The subject line is the very first piece of email content that your prospect’s eyes is directed to. So, if they do not find it interesting enough, everything else that you’ve included in the email would go wasted. So, work, rework, edit and edit again to see if the subject line hits the spot. The second most important thing here is to ensure that you maintain a certain character, limit to curb the length of the subject line. The difference is that desktop typically displays a subject line up to 60 characters while mobile devices display them up to 20 to 30 characters. Hence, if the latter device is what you’re going after, it’s safe to say that you are nee to keep your subject lines shorter, crisp, precise and anywhere between 20 to 30 characters or lower.
Using a pre-header text
This is probably one of the most overlooked aspects of mobile-friendly email marketing campaigns or content. Hence, most marketers fail to make a good impact and monetizing their emails right from the outset. Why? It’s because of the placement of such a text. For those of you who aren’t sure, what a pre-header text is, it is the very first line you write in the email body, which falls right after the subject line. It’s usually where people write salutations and address the receiver of the emails. But that isn’t all you can do with such a thing. For instance, if you’ve had a prospect subscribe to your newsletter or email list for the first time, you can address then by writing – Greetings from or Welcome so on and so forth. There’s absolutely no set limit to how creative you can be with a pre-header text, but you should make it interesting enough to persuade the prospect to click on your email and want to read it.
Write scannable content
Brevity is key in emails. Remember, your customers or prospects are already burdened to read a hundred emails that are flooding their inboxes every week. If you are even so lucky that they notice your email and that it doesn’t end up in the junk mail folder, they do not have the time to read every single sentence you’ve ever so perfectly crafted to their liking. So, what do you do? Keep your sentences short (see the beginning of this article). Divulge the meaning of a sentence in fewer words rather than using complex endless sentences with innumerable jargon. Ensure that the sentences are spaced out evenly. Use parenthesis or bullet points wherever you see fit, to break the monotony in the content and direct the reader’s attention to certain relevant pointers.
Use thoughtful design
Do you know what else makes emails read-worthy? Design and images. This doesn’t mean you go over to the internet and pick the most boring set of stock images that you think will do. No! Design your own images. You don’t have to crowd it with intricate work it ensures that the colors are vibrant and it compliments the content effectively. A problem that you might encounter here is that you’ll find that certain mobiles do not display images right or they don’t allow for it at all. In times like this, ensure that your content can make up for its absence.
Your CTA should be crystal
There is nothing more daunting for a customer than figuring out what the purpose of the email is. Or what they need to subscribe/buy etc. from the said company. Why does this happen? Because most probably the CTA’s aren’t clear enough for the reader to comprehend. There’s a lot that goes into this – placement, design, phraseology, etc. let’s get into them one by one. Ideally, it’s better if you have your CTA’s placed right at the top of your email. Then, for clickability’s sake, ensure that the buttons are 44×44 at the very least. The font should be comparatively larger than the rest of your text to make them stand out.
Include clickable links
Instead of telling your customers what you’re all about in a heavy text paragraph, how about you send include a clickable link to your website in the email body instead? Or, if this isn’t it, include links to whatever you want the customers to view, directly. This will be time-saving and increase views on the said webpage too. But since cell phones are limited by saving, you can close off the links together like you can for a computer screen. So, space them out evenly across the body of the email and under relevant information.
Be cautious of the unsubscribe button
As a marketer no matter how dreadful the thought of your customers unsubscribing may sound to you, it’ll do you good if you embrace it. When it comes to mobile devices however, the placement of the unsubscribe button is crucial. More often than not, many businesses have lost clients just because they placed the button too close to their CTA, so if the client was meaning to act, he/she unsubscribes accidentally. Hence, ensure that you place the button somewhere at the bottom away from the rest of the content, with a slight gap to differentiate its placement from them.
With cell phones taking up new models and advancement including other featured into emails might be new frontiers to look forward to in the future. But whatever the case may be, emails do not seem to be going away any time soon. Design your next email marketing campaign with our professional designers.