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.
With email, it’s impossible to customize your content for every different mobile device on the market. Unless, of course, you have the time to code many, many different templates… And we all have that kind of time these days, right? Sure.
An alternative would be to send the same content, in the same template, to everyone on your list. The problem with this, though, is that it might look gorgeous on on a 27” widescreen Mac, but it’s going to look horrible–and function even worse–on a super-small BlackBerry screen.
Let’s talk about designing emails with mobile in mind.
There’s a lot of buzz going around about designing emails for mobile devices first. While this makes perfect sense for some of you out there, it might seem counter-intuitive for others. After all, you know your email design best practices and standards backwards and forwards, and have beautiful and effective emails to show for it. Do people really expect to see your message in all its glory on a mobile device?
The Millennials, also known as Generation Y, embrace all things digital; these are people born between 1981 and 2000. If asked most people in this generation will say that their use of modern technology is what differentiates them from earlier generations. Technology has provided them with an endless source of information.
Despite Millennials increased internet usage, when surveyed by Pew Research Center for MILLENNIALS A Portrait of Generation Next, there were no significant differences among Millennials, Gen Xers and Boomers when asked about the amount of email sent and received in the 24 hours prior to the survey. Millennials were more likely to have Tweeted, updated their online profile or sent a text message in that time period.
Don’t be discouraged; people under the age of 31 are still utilizing email. If you understand how they are using email in connection with social media and text, you can increase your under 31 subscribers’ engagement greatly.
Last year we encouraged you to start integrating mobile marketing in your overall strategy in 2011 Is Here: Do You Have A Mobile Strategy?; we covered the formalities of using QR Codes and of course mentioned how to best use SMS and mobile text marketing. Now that 2012 is upon us we want to redirect your attention back to the importance of mobile marketing and how to effectively incorporate it into your marketing strategies.
Remember mobile communications should enhance, not substitute, your current strategies. Businesses that effectively integrate mobile into their marketing mix will benefit from deeper interactions with prospects and customers, build richer data sets and diversify revenue streams.
Email marketing is complementary to social media and in today’s multichannel environment, you can extend the reach of your online and email marketing efforts by incorporating social media into your overall marketing plan.
Enhance your online presence by reaching new prospects in ways that are very different from traditional advertising channels. Social networking is changing the way we communicate not only with friends and family, but with customers and prospective customers.
Since consumers expect brands to interact with them across all online channels, marketers can embrace and integrate social media and leverage the power of viral and word-of-mouth marketing. Make your web, video and email content shareable via email, blogs, micro-blogs, and social news, bookmarking and professional networks like Twitter, Facebook, StumbleUpon, YouTube, LinkedIn and other popular social networks.
There has been a shift in customer communication methods. It’s already clear that business advertising no longer revolves solely around traditional media (TV, radio, print, direct mail). Today you need to build a strong presence in digital media (web, email, social, and mobile), and engage online visitors, followers, viewers, fans, and friends in multiple channels.
Until now, inbound engagement on the web meant having a website, while outbound engagement meant sending email. Email is still a powerful way to reach your subscribed audience. But is email enough by itself?
Among the various marketing trends and strategies that are predicted to become more prevalent in the coming year, two are consistently mentioned: the integration of mobile in the marketing mix (SMS) and a wider use of QR codes. If you don’t embrace mobile marketing, you’ll be writing off a large segment of the population and you might just fall behind your competition.
According to an online study conducted by the Association of National Advertisers (ANA) and the Mobile Marketing Association (MMA) in September-October 2010, the vast majority of brand marketers (a whopping 88%) indicated their intent to engage their target audiences using various mobile channels and platforms in 2011. 75% plan to increase their spending on mobile marketing initiatives by an average of 59%.
I am the proud owner of a Blackberry (an older Blackberry) but nonetheless I am constantly connected to my email, social networks and even my family members who still prefer to talk over text.
When I open my mailbox and browse through the partial ‘From:’ addresses and bits of subject lines, if I recognize the sender from the first 8 letters of their company name, and they have managed to intrigue me with the first 8 or 9 letters of their subject line, voilà… I open the email within seconds of receiving it. I find out about huge clearance sales, the release of concert tickets and maybe even block space on my calendar for an appealing Webinar.
However, more often than not when I open my “Don’t Miss…” email I end up staring at a white box with a grey border that simply states “Blank”.