Last month, JELL-O “hijacked” the commonly used Twitter hashtag #FML.
For those of you who are not fluent in Hashtag, #FML means F*** My Life, and often accompanies frustrated (and sometimes funny) Tweets about something that’s gone horribly wrong in a Tweeter’s life.
Recently, JELL-O adopted the #FML hashtag, re-branded it to mean “FUN My Life”, and created a Twitter campaign around it.
Imagine for a moment that you’re working on your next email campaign. You want it to be mobile-friendly, so you’ve designed a great-looking email that’s easy to engage with, regardless of whether it’s viewed on a PC or a smartphone:
- Simple, straightforward, and captivating content? Check.
- A beautiful design that looks great on mobile devices of all types and sizes? Check.
- An irresistible and clear call-to-action? Check and check.
You deploy the campaign, and at first, everything goes great. Your subscribers receive your message and are compelled to click the call to action button (you did use a button, right?). But there could be a big problem for anyone viewing your message on a smartphone.
What do you do when someone new subscribes to your email list?
If you’re like most organizations, you send them an automated “thanks for subscribing” message and leave it at that. At a bare minimum, you should be doing this, so that new subscribers know you received their request to opt in. However, if this is all you’re doing, you’re missing a great opportunity to start building a strong relationship with your new subscriber right away. We recommend going the extra mile to welcome them to your community of subscribers, whether it’s through a single email or a series of automated messages over a period of days or weeks.
You can use a welcome series to thank your subscriber for joining your list, make them aware of other ways to stay in touch (via your social networks, for example), offer them new subscriber discounts or coupons, incentivize them to tell their friends about you, or all of the above. It doesn’t matter which of these you choose, but it does matter how you execute.
As part of Net Atlantic’s commitment to making a difference in the lives of others, the team headed to Dead Horse Beach in Salem, Massachusetts last Thursday to clean it up and make it safer for beachgoers in the busy months to come.
If you read last week’s mobile post, you know how to craft a powerful call to action (CTA) for your email message.
But what about the rest of your message? How do you keep your reader engaged long enough to actually respond to that CTA you’ve worked so hard to create? And how do you do it without overwhelming them with a lot of text? Start by focusing on an old-but-good acronym: WIIFT (What’s In It For Them).
It’s all well and good to email your subscribers about new products or services, or to invite them to your next webinar or event. It’s easy to talk about how innovative your product is, or that it uses the most cutting-edge technology, or whatever. After all, you’re proud of what you and/or your company have accomplished. But your subscriber doesn’t care how innovative or cutting edge your product is if they don’t immediately see how using it will benefit them. So it’s your job to tell them, as clearly and concisely as possible–especially when it comes to creating email content with mobile in mind.
How do you determine whether or not an email campaign was successful? Are you spending a lot of time, effort and budget on your email marketing efforts, only to see minimal return on your investment? What parameters are you using to measure your campaign results?
If you’re unsure of the answer to any or all of these questions, it could be time to make ROI a higher priority in your overall email marketing strategy.
A member of our graphic design team here at NetAtlantic recently received this email at one of his personal email addresses:
You can’t tell from the image above, but it’s made up of several of animated gif images, none of which were animating when he opened the email in his Yahoo account. (When viewed through a Web mail client, the image looks like this: http://cache2.cv47.net/wpm/241/ContentUploads/UploadedContent_9186/images/4pizzas_cropped.gif).
The key to designing stellar emails that resonate on mobile devices is simplicity. This applies to both the visual and verbal aspects of your message.
A lot of “noise”, like busy images, too much text, multiple calls to action, etc., will only overwhelm the reader. People don’t have the time or inclination to scroll through an overly detailed message to get to the point. And if the point of the email is not immediately apparent, they’ll delete it almost as soon as they open it.
You’ve probably heard a lot about “joining the conversation” and “building relationships” in the context of social media, but have you considered how these ideas could apply to your email marketing strategy? It might be time to give it some serious thought.
Periodic emails updating your subscribers about what you and/or your organization have going on may no longer be enough to get you the results you want. You need to start engaging your customers and prospects in an ongoing dialogue in order to create lasting relationships.
When you’re creating an email that’s going to be read on almost any kind of device, from PC to smartphone to iPad, keep in mind that great design is only half of the equation. You could have the most beautiful email on the planet, but if your content isn’t relevant or enjoyable to your readers, it’s ultimately going to fall flat.
Many people use their mobile devices to scan and filter their emails, so in many cases you’ve got just one shot at getting them to open your message. If they don’t like the looks of it, though, or if the content is not all that interesting, they’ll delete it without thinking twice.