Your smart phone, a bit like your wallet goes everywhere with you. An absolute necessity as a communication tool and a tool, that helps you stay in contact with the people in your personal and business life. One of the main reasons, people can keep in constant contact. You can share your experience with others in your circle through social media. You can send and receive emails on the go and of course, you can video conference or talk to your customers wherever you may be.
It?s a known fact that more and more people are using mobile devices to access their emails daily (22% prefer to receive information by email and 40% of people read emails on their mobile phones ? DMA). So, imagine this. A reader of your blog has subscribed to receiving your latest posts by email. Fantastic! Someone else has registered to receiving your training schedules by email too. Great!? and as per your promise, you send out regular marketing emails to inform them and above all to keep them interested.
Your marketing email has been received by the recipient. The recipient opens it in excitement, but all they see is a maladjusted email with a bunch of images floating in awkward places and the text squeezed to one side! Not great, they try and turn the mobile device horizontally in an effort to save the email and expand the content, but they?ve failed. With a failed execution of the email and one that offers no benefit what are they going to do next? Delete is the answer.
Don?t let that happen to you. Sure, you may have tried and tested the email on your desktop, but that doesn?t mean it will deliver the same results on other mobile devices. Here is one site that will help you visualise your mobile email marketing campaign through simulation.
Take these step to ensure you get the best results from your email marketing campaigns and the recipients get the most possible benefit out of your emails.
1. Tag your images correctly
Most businesses use HTML email content to be more creative in engaging the viewers. In this case, the emails will include some images and graphics to make it more attractive and drive results. Tag the images using the ALT tag method to accurately, but briefly describe what the image illustrates.
This will enable the recipient to understand the graphic in case the graphic is not available. Remember to describe the image/graphic in context and not use it to stuff keywords for potential gains as this could confuse the viewer.
2. Deliver a Non-HTML version along with HTML version
There are some mobile user whose readers don?t support HTML emails and many voluntarily turn of the HTML feature. This could be problematic if you only send out an HTML version as some will not be able to read it. Adding a simple link to a web version of the email could solve the problem, but more often than not, frustrate the recipient who will simply move on or delete the email.
By enclosing a text only (Non-HTML) version, the recipient will still be able to read your email and navigate to any links that you?ve embedded into the email. It helps to qualify your email marketing campaign in one way or another.
3. Hook the recipient with subject lines that matter
I previously wrote a post on Persuasive email subject lines that won?t be ignored which covers a lot about what I?m about to say here. Treat your email headline as you would any other headline. This is probably one of the most important aspects of any email marketing campaign as it will be the hook that drives people to opening and reading the email.
Subject lines or headlines need to be short, to the point and engaging. Look at your local newspaper, how do they deliver powerful headlines? Read blog posts, how convincing are the the titles? Keep your subject line no more than 7 short words for best impact.
4. Keep links separated and clean
The last thing you want to do is to cram your content together with all the links running into each other. On a small screen, it?s difficult to navigate which link you click on and the one that you really want to click on. This will destroy any Call to Actions you have in place as it will become a hit or miss game! Talking about Call to Actions?.
5. Clear and concise Call to Actions
Along with the subject line, a Call to Action is also a very important element of your mobile email marketing. There is a reason you have sent the email and part of that reason is to drive traffic off to the relevant places of interest. It would be a wasted campaign without clear call to actions.
Make this call very visible to the recipient. People who use mobile devices to read emails are normally on the go and have very little time to spend on each incoming email. Position it near the top of the email or within the top third of the email along with some important content. Keep it clear and concise at all times.
Think of mobile email marketing as an electronic direct mail mechanism. People can make decisions wherever they are and you are empowering them to be informed and make the right choice by delivering an email directly to their mobile device. These tips will help you distribute a well crafted mobile email marketing campaign that will assist in driving positive action.
With the number of mobile devices in the market and email delivery providers, what has your experience been with mobile email marketing?
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