email marketing-edit
TRANSCRIPT
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Email MarketingBest Practices
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What is responsive design?
• Optimal viewing and interaction across multiple devices
• Easy reading • Large navigation • Minimal resizing• No panning• Focused on scrolling
A design that responds to the device’s screen size
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Why responsive design?
• 53% open rate on mobile devices• Opens increased by 30% from 2010 to
2015• Missed opportunities
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Optimise your email marketing by focusing on the following…
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Watch your subject line length:
• Desktop – 60 characters• Mobile 25-30 characters• Understand your audience• This is why reporting is so important
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Use pre-header text:
• Left out or overlooked• The subject Wingman• Length depends on dominate audience
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Keep your copy concise:
• Short Emails• Easy to scan
• Headers• Bulleted lists• Short paragraphs
The people at Litmus also advise, “Overall screen size is small when it comes to consuming email content on a mobile device, and consumers are more likely to be multitasking when they get your message. It’s more important now than ever to engage the user as efficiently as possible; limit the amount of copy you include, and make sure it is easily to scan by using headers, bullet points, and short paragraphs of text whenever possible.”
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Give thought to your images:
• Slow internet• Lack of signal• Firewalls• “Images off” mode
WebMarketing Today says, “blocked images remain a challenge for image-heavy emails. Descriptive body copy has to do the heavy lifting. It’s useful to think of images as optional, supporting the surrounding text, rather than the reverse.”
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Keep “Call To Actions” front and centre:
• Get to the point• Requirements upfront• Top of email• CTA buttons at least 44 x 44 pixels• Leave breathing (and clicking) room
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Test, test and test some more…
• Testing software• Multiple email clients• Multiple devices
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These essential tips will have you on your way to creating mobile-friendly emails that your readers
will love
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Q & AThank you