7 Ways to Create a Killer Email Campaign for Mobile

There’s no denying that mobile is everywhere, look around on the tube and most people are glued to their screens, whether looking at social media, apps or communicating via WhatsApp and Messenger.

However, an area many marketers overlook is email. Email is still thought of as an activity used on desktop, however 50% of all emails are opened on mobile phones. In fact, 62% of UK users use their mobile phones to check their inbox.

As with any form of marketing creating emails for mobile must be implemented properly. We recommend first researching what your customers are looking for and how you can add value. We’ve created 7 steps on how to create effective email campaigns for mobile devices.

1. The Subject Line

Arguably, the most important component of an email is a compelling subject line; people won’t open your emails if they feel like it’s not worth their time. Another factor that can decide whether the reader will open the email is the preview text. If it contains instructions on how to display images, most subscribers will barely glance over it before moving on to the next one. This is a great opportunity to ensure that those 35-90 characters are used to boost the subject line’s attractiveness.

 

2. Make It Skimmable

Use headings and break up paragraphs. Readers tend to skim read, so keep the text short and to-the-point. When formatting this, think about converting massive paragraphs into single lines that make it easy to skim through. Use larger size fonts so readers don’t have to zoom into everything – if its anything less than convenient, readers will be put off. Also use the single column format so users can scroll straight down instead of in different directions. If there are buttons on mobile emails, make them large and easy to use for thumbs.

 

 

3. Quality Ocer Quantity – Subscribers, Not Just Content!

Using the double opt-in system increases engagement because again, the user makes the choice of subscribing rather than automatically being signed up. Remember – quality over quantity. Implement a mail subscriber list on the website- this way you are more likely to get readers who signed up because they were genuinely interested in what you have to say.

 

4. Change The Sender Name

Using the double opt-in system increases engagement because again, the user makes the choice of subscribing rather than automatically being signed up. Remember – quality over quantity. Implement a mail subscriber list on the website- this way you are more likely to get readers who signed up because they were genuinely interested in what you have to say.

 

 

5. Utilise Branding and Colour

Ensure that your branding is consistent with your website and/or social media. This is for everything, from fonts and colours to email signatures and default graphics. One way to handle a clean, minimalist brand is to stick to one colour. Monochrome doesn’t have to be bring but can make emails classy and high-end. Combined with on-brand typography, it can not only grab attentions but also increase brand recognition.

 

6. Make The Most of Interactivity 

Interactive content sounds complex, especially since there is so much potential content. However, there are a few ways that your emails can have the upper hand over your competitors’. Studies show that interactive content generates two times as many conversions as passive content does. If interactivity does sound daunting, the best place to start is probably by embedding GIFs. GIFs don’t have to be reactions, as they most commonly are. You can easily create personalised ones that echo the branding of your brand and also attract your customers through personalisation. However, more advanced forms of interactivity such as photo carousels, search options and add-to-basket options are becoming increasingly popular, especially because of the convenience it gives customers. The key here, though, is to ensure that the transition from email to webpage is as smooth as possible.

 

7. Test!

If you aren’t sure, test it! Send yourself and colleagues test emails to see how they would look from the customers’ POV. Another way to do this is to use A/B split testing, where two versions of the same email are sent to a small group of clients, with half of the group receiving one, and the other half receiving the other email. Whichever email gets more conversions is the winner of the test. This type of testing is good to predict how new changes (like the ones mentioned above) can be received by the customer.

Most companies will work on improving their digital marketing, particularly on mobiles. The best of those will work on optimising the overlooked component of this – email. As it begins to gain traction-again it is important to grab and retain their attention. Prominently displaying your brand and giving your readers the content, they want is crucial to this. Above all – remember to stay convenient.

 

 

For more information on how Climb Online’s team can help your emails engage more readers, click here!

 

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