We’ve said it before and we’ll say it again: Email. Isn’t. Dead. It’s a workhorse channel for many marketers’ for good reason.
- Marketers consistently rank email as the most effective tactic for building awareness, acquisition, conversion and retention.
- According to the Direct Marketing Association, email sees the highest ROI for direct marketers at $39 for every dollar spent.
- And for those who say email doesn’t appeal to 18 to 34 year olds, a recent Adobe study found more than half of Millennials check email from the bathroom!
Clearly, email is still important, even as the growth of mobile devices has changed email marketing. Our friends at Campaign Monitor shared that from 2010 to 2015, email opens on mobile devices increased by 30 percent.
We recently chatted with Kim Stiglitz, Director of Demand Generation at Campaign Monitor, to learn her secrets for mastering mobile-friendly emails. “If your emails aren’t mobile-friendly, you could be missing out on the opportunity to engage your subscribers and drive results.”
Use a Mobile-Friendly Template
According to Campaign Monitor research, 60 percent of online adults in the U.S. and U.K. use at least two devices each day. And with so many desktop and web email clients, it’s impossible for marketers to do all the testing needed to make sure emails look good on all of them.
Thankfully, modern email service providers (ESPs) have taken care of designing, coding and testing templates so you can focus on your content and campaign, Stiglitz says. “These DIY responsive or mobile-friendly email templates save you a ton of time and effort, and ensure your campaigns look great on any device.”
Craft Succinct Subject Lines
According to Stiglitz, 40-50 characters is the average subject line length, but many mobile devices only show 25-30 characters. “It’s good to have a basic understanding of what portion of your subscribers will open your email on a mobile phone versus tablet versus desktop so you can determine the best subject line length.”
Most ESPs allow you to see this information in your reporting. For instance, most of Campaign Monitor’s newsletter subscribers view content in Gmail or on their iPhones.
Another subject line tip from Stiglitz? Don’t forget to incorporate personalization. “Emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns.”
Fill in Pre-Header Text
Stiglitz says many businesses don’t take advantage of pre-header text – the important text that follows the subject line in your preview pane. “Think of pre-header text as a secondary subject line, adding more context and reason for your subscriber to open and read your message.”
While subscribers can adjust their settings to display additional pre-header/preview text, those using default settings will see something like this:
Stiglitz recommends you try different pre-header text lengths to see what works best based on where subscribers open your emails.
Keep CTAs Front and Center
When creating emails for busy, on-the-go readers, you want to get to the point quickly and tell them what you want them to do right away.
“Place your call-to-action near the top of your email to make it the most mobile-friendly,” says Stiglitz. She says to ensure maximum clickability, make your CTA buttons at least 44 x 44 pixels. Plus, leave enough white space around links and CTAs to make them easily clickable on mobile devices.
Need help creating mobile-friendly email content? Contact us!