While social media is still trending hot and should be a staple in an organization’s outreach toolbox, email remains high in popularity. Email and mobile are intricately linked as more and more mobile users check emails and conduct searches from their devices. Forrester reports that 72% of U.S. online adults send or receive personal emails via smartphone at least weekly. Couple this with the fact that email is almost 40 times better at acquiring new customers than Facebook and Twitter (McKinsey & Company), there is no doubt that eMarketing is an effective communications tactic. The rub is that eMarketing strategies have to take into account mobile devices to be highly effective.
Here are strategies to make sure your eMarketing campaigns get your recipients’ attention.
Design for Mobile
Design the email so that it looks professional and is highly readable no matter where it’s read. An easy fix for mobile is to convert the design to a one column template and increase the font size for improved readability. Create a bold call out for any call to action that is easy to tap on a mobile device.
Pay Attention to Subject Lines
According to research by Adestra, which tracked more than 900 million emails for its report, subject lines containing 70 characters or more tested to be most beneficial to engage readers in clicking through to the content, and subject lines 49 characters and below also tested well with open rates.
Know When to Send
The best open rates aren’t necessarily from emails sent between 9am and 5pm. A report from Experian Marketing Services revealed that mailing at night between 8pm and midnight may be the best option. Optimal mailing times depend upon your customers’ behaviors, inbox crowding, and the deployment times of other marketers, so test your open rates with your various target audiences and adjust accordingly.
Provide Educational Content
In a study on their email list of 6,300 subscribers, Bluewire Media tested various types of content to see what led to the highest rates for opens and clicks. Educational content such as templates and tools ranked extremely high. Think about organizational reports, white papers and other documents that showcase your expertise and create downloads to capture new subscribers.