Ensuring that your email marketing campaigns are suitable for mobile is not a luxury. More than half of all emails are now opened on a mobile device first, but without the proper development, they aren’t as effective and often end up negatively influencing the customer. Ignoring this isn’t an option. For the last decade, email has been the highest ROI digital sales channel for businesses and marketers. For every $1 a company invests in email marketing, $38 is returned. The companies with the best returns do mobile email as well.
Mobile devices can’t correctly render sophisticated email designs because they don’t have the graphics or the memory. However, there are ways you can improve your email design for them. Here are the five rules:
1. Limit Images
The biggest problem with emails on mobile devices: images. While screens are becoming excessively more progressive and high quality, an image in an email can quickly fill the screen, and this can be discouraging to the recipient.
They might not want to scroll past the picture and therefore click out of your message. At the same time, the larger the image, the more memory it requires and the longer it takes to download. It can reduce the number of people who read your messages in the first place.
2. Give Them Something Time Sensitive
If you are looking to get a quick response to your email marketing campaigns, you need to consider what message you are sending. By offering a specific time frame for action (i.e. next four hours,), you are providing a limited window for them to interact. This makes it more likely that the recipient will engage with your email and follow through on the call-to-action.
3. Make Your ‘From’ More Personal
Audiences are becoming more wary of who they are receiving messages from. Saying you are from a particular company can reduce the number of people who open your emails and click through. However, by having it as just your name, you can make the audience believe you have personally sent the email, instead of just a system automatically sending it.
4. Use Minimal Text
The more text you have in your emails, the longer it will be. This can be annoying due to having to scroll down. People want to do as little work as possible. Therefore, having your emails shorter will provide them with less work to do.
One way of doing this is to use a short introduction to your email marketing campaign and then get them to click through to your mobile optimized landing page or website where they can get more information. Even the shortest of emails can grab attention and in some cases, be more persuasive.
5. Send at a Decent Time
While email marketing is a popular way for consumers to receive marketing messages, there are still rules of etiquette. For example, people don’t want to receive emails late in the evening as this disrupts their personal time.
Try sending emails between 3:30 pm and 4:30 pm. It is when productivity is relatively low, as people are checking social media and their phones to pass the time as they wait for the end of the work day.
Email marketing should be one of your primary revenue generators. If it’s not, it might be because you don’t have mobile-optimized emails. Change your email design, so it is easier for the reader to download, read, digest and follow through on your message to see your results soar.
Speak to us today about how we can help your sales grow with great mobile email marketing campaigns.