Improving Email Marketing

Matthew Ferrara’s Improving Email Marketing 

·         Ways to improve the impact of your email marketing in an increasingly mobile/smartphone world whether you’re messaging to your entire database or to smaller targeted groups: 

• Mobile-optimize emails to increase click-thru rates
• Redesign emails by planning content around how it will look on a mobile screen.

1.   Do some research: Dig into web metrics (website and blog traffic reports) to see who’s reading your site on a tablet, smartphone, third screen & in some instances you’ll be able to see what resolution they are using. Marketing can give you those stats!
2.   Design email templates that fit smaller screens – simpler, manage graphics, layouts that work better on small hand-held screens. Consider how columns and colors will look whether the smartphone is being held vertically or horizontally.
3. Easier link placement for “click” with a finger. It’s extremely frustrating when you want to select something and the link is too small or hard to navigate to and from. Make sure the link font is large enough, that there is plenty of space around them, not to close to other links to things the recipient may not want to see
4. Minimize scrolling – even if it’s not difficult to scroll, it can be distracting and try to avoid left and right scrolling on top of up and down navigation.
5. On most blogging platforms, the text will automatically resize for a mobile user but not all templates to that well.
6. Use VIDEO in your email marketing. It’s easy to see and absorb. Mobile users are more likely to watch and it easier to get the message across.