Anyone who is in the field knows that email marketing is a phenomenon. It survives the advances of technology and continues to be one of the most efficient digital marketing techniques in generating engagement and conversion.
There is another tool whose use only intensifies: the smartphone. Did you know that it is the device most used by the Portuguese population to access the Internet?
Considering the two mentioned information, it is even clearer the importance of companies to provide a good experience to the mobile user. If a consumer receives an email marketing campaign and cannot see all the information, when they receive another message, it probably will not open it.
So if you want to establish good communication with your target audience, it is good to bet on responsive email marketing campaigns. Do not know how to do this? Do not worry! Let’s explain the good practices you need to know to succeed. Good reading!
Contents
Bet on a simple structure
In the case of responsive email marketing, we can say that “less is more.” Opting for a simple framework ensures a good experience for everyone, regardless of which smartphone model the person is using.
So choose a neutral background image in light tones, and work in a few colors – the recommended one is a maximum of three. A simplified template, in addition to providing an enjoyable viewing experience, will draw attention only to what matters.
Use little text
We know that the time each person spends navigating a single theme is often short. Therefore, the less text your email has, the higher the chances that the message will be read in its entirety. Also, the less you have to scroll, the better.
It is therefore essential to facilitate the consumption of information, including, at the top, the most critical data. Although CTAs are commonly added at the end of the message, in case of blog posts, in email marketing, they must have immediate visibility, or there is a risk of not being triggered.
Optimize images
It is terrible to receive an image and can not see it right. Sometimes we’re interested in the subject, but the email does not open properly. This is because many email clients often block images as a security measure.
Some mobile devices also do this to reduce data consumption when the handset is not connected by wi-fi. There is yet another possibility that frustrates users: if the speed of the Internet is terrible and the images take too long to load. Possibly, your reader will not wait long for this.
What to do to avoid the situations mentioned above? The best way to ensure a good experience is to use fewer images and always optimize them. What does that mean? They are simple measures that solve:
- reduce file size;
- use resizing codes for different screen ratios;
- fill in the fields alt text and description.
Make a big CTA
Generally, all email marketing campaigns have a goal – increase visits, advertise products, advertise promotions, etc. – which is translated in the form of a CTA (call to action) in your message. That is, to obtain expected results, this is one of the most essential elements.
Therefore, it is essential to consider that when accessed by smartphones, the CTAs will be triggered by the fingers and not by a mouse. Apple, for example, recommends that the icons have 44 x 44 pixels for a natural touch.
Another recommendation is to leave empty space around the buttons, to prevent the user from clicking the wrong links.
Create an interesting subject
Already know that creating a fascinating subject – as well as titles, in the case of blogs – is fundamental to attract the attention of the reader and make him open the email. What you may not yet know is that only the first 47 characters of the subject and supporting text are displayed when the smartphone reads the message.
Therefore, in addition to creativity, we must work in these fields in a complementary way. Besides, you have to be very straightforward and concise.
Many people miss out on the preheader with the default message “View as a web page.” Do not do this, bet on a short but thought-provoking subject, and end with a seductive preheader too.
Want examples? Instead of “Winter Promotion: Coats with 50% discount. View as web page “, choose” Winter is here “as the subject and” Coats with 50% discount “as a preheader.
Another tip that can increase the opening rate is to customize the text with the recipient’s name. In this way, the connection with the message increases and the user may feel even more instigated to open it.
Use responsive templates
Considering the great diversity of handsets and reading applications and the varied technical specifications that responsive email marketing requires, a great way to optimize your content is by using automation tool templates such as E-goi.
It’s a company with a team of designers and programmers who do most of the work, creating collections of templates suitable for any device, thus facilitating your triggering of responsive email marketing. If you prefer to build templates internally, we also have tips.
Avoid excessive links
Top e-mail companies, such as Gmail and Outlook, have automatic settings that send messages with lots of links in the text body straight to the trash.
What to do, then, if we know that linked messages are more likely to be considered SPAM, but do we depend on them to direct our audience to a landing page, for example? The answer is: use sparingly.
Let, in the responsive email marketing, only the links that are necessary. Also, watch out for each one’s fate: they need to target secure websites to lessen the chances of their content falling into the SPAM folder.
As you can see, e-mail marketing and smartphone usage trends are on the rise. Therefore, it is necessary to optimize more and more the trigger of email marketing, to provide an excellent experience to the user and, consequently, to obtain good results.
The tip we give is: think mobile-first. That is, create your emails already considering, first, the issue of mobility. Now that you already know the best practices of producing responsive email marketing learn how to merge content marketing and email marketing and succeed with both strategies!