You want to include that beautiful photo you took, or that gorgeous artwork you created, in your latest mailing. Your image is so good, you can’t wait for everyone to see it. But there’s a problem: when your email goes out, all your subscribers see is a blank space where your image was supposed to be, along with this message:
So what happened??
Depending on your email’s purpose, the layout must harmonize with the content to provide the best vessel to communicate your message. This encourages email engagement and leads to more interaction (higher click-through rates on your calls-to-action) from your recipient.
It’s Friday the 13th! Many people in western culture are superstitious about today’s date.
But is Friday the 13th really an unlucky date, or have we simply believed in the idea for so long that it feels true? And how, exactly, does all this relate to email marketing? Read on to find out!
According to eMarketer, the number of email users in the United States will reach 236.8 million by 2017. And the worldwide numbers will grow from the current 2.4 billion to 2.76 billion over the same time period (The Radicati Group). Wow!
Let’s take a look at some email marketing stats and tips that will help you capitalize on that growth, and point the way towards success in 2014 and beyond:
Recently, we published a series of six posts on how to optimize your email campaigns for mobile devices. Below, we’ve posted links to each post in the series so you have a one-stop destination for planning your mobile marketing strategy.
It’s Time to Put Mobile First
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…
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.
A few years ago, we here at Net Atlantic looked at our industry, our marketplace, and the array of new technologies rising up to serve them. At the time, it was clear that social media platforms were going to have an effect on email marketing, even though nobody could predict exactly how.
Today, it’s obvious that email marketing is no longer the standalone method for reaching your core audience. It’s one tool in the drawer, and it’s part of a larger array of options for reaching subscribers.
How long have you been using your current email template? Really, think about it. At least try to ballpark it within a few months. And how often do you send email? Let’s say your template is a ripe two years old, and you send once a week. That’s over a hundred messages your subscribers have received that look exactly the same. Don’t get me wrong, I’m sure your email template looks just fine…but think of your poor subscribers. Every week, it’s the same old thing. It might start to get mundane after a while.
Think of your morning commute. Boring, right? But what if, one day, somebody planted a beautiful tree on the side of the road? Wouldn’t that be great? It’s always been the same mind-numbing commute, but now you have that tree to look forward to every day! Sure, the tree will get boring eventually, but what if someone planted some flowers by it? Then maybe they’ll build a nice fence around their little garden…and who knows, they might even paint the fence a different color some day. Suddenly, your morning commute isn’t so boring any more.
In a recent HTML overview presentation I led, an interesting question came up. While I was knee-deep in indicating the various challenges faced in HTML email design because of the many platforms that email can be read on, someone had essentially asked if we needed to bother ourselves with those difficulties anymore. Given that we have the email marketing tools to segment our mailing lists based on a number of criteria, could it be theoretically possible to eschew the many platform dependent limitations that HTML email often has? Couldn’t we just set up targets based on email client and send mailings that were tailored for that?
At first blush, I would have to say that this is a great idea. Why? Because designing for email is pretty annoying. As a web designer, you have to keep up with changes in browser technology, design conventions and updates to the very code we use to make our web creations. That’s just standard practice. However, despite the fact that we may be producing assets in 2013, when it comes to email, unfortunately, you find yourself having to code things as if it were 1997.