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Wednesday, August 20, 2014

Optimise your email marketing for mobile users

Mobile email marketing
Testing email marketing campaigns helps refine techniques
By Andrew Reilly

If you have taken steps to think about your email marketing activities, give yourself a pat on the back because far too many businesses haven’t taken the time to properly approach their email marketing campaigns. This means that you are likely ahead of many of your rival firms and peers but there is a need to do more to ensure that you are getting the best sort of result from your email marketing campaigns. There is a need to acknowledge that the nature of how people and businesses access their emails is changing and if you want to get ahead in the modern environment, you need to make sure that your email marketing campaigns have been optimised for mobile users.

Even from your own personal knowledge and usage, you will know that smartphones and tablets provide an easy and useful way to access the internet. This means that you can stay in touch at all times, no matter where you are, as long as you have an internet connection. This is definitely something that will appeal to businesses and it provides you with an opportunity to make a connection at all times. However, when it comes to making a marketing campaign that is right for mobile users, there are a number of things that you need to do.

Always test your emails

It sounds simple, but you need to be aware that there are many different ways people access their emails. Some users will use the default email provider on their phone, some will use specific apps and there is also the different operating systems and screen sizes to take on board. All of these different elements will impact on the way that your email looks to users, which means you want to test your emails for as many different devices as you can. This is where working with a viable email marketing software provider can make a massive difference. The top firms in the industry provide templates and testing facilities that will ensure your emails are perfect for every style of device.

Keep it simple

Again, think about your own usage of your smartphone or your tablet. In general, keeping things simple is the best option because when things get complex on a smartphone screen, it becomes messy and difficult to know what is going on. If a user doesn’t understand the email, they will likely move on to something else, which means that you may lose a sale, or even lose a customer entirely.

Think about the space

You know that you have less space to work with, which means that you need to use it to your advantage. An email read on a desktop can have a number of lines of text while still looking attractive but this isn’t the case with an email read on a smartphone. There is a need to be more visually impacting and this may mean using stylish graphics or using some other activity to capture the imagination of your user.

Think about the tap

When creating an email marketing campaign that will be used by smartphone or tablet users, it is important to focus on the tap element as opposed to the click. A good rule of thumb is to make sure that the call to action element is big enough to have your thumb in place. If it is not, many users may struggle to tap through, which means that your call to action is not concluded. You want to make it as easy as possible for the user to take you up on a call to action, so this is something that needs to be incorporated into your campaign.

It is always important to remember that people’s attention spans are shorter, especially when it comes to using their mobile devices, which means that you need to hit them quickly and in the right manner. This is where calling on templates and services by professional email marketing firms, such as Wizemail, can make all the difference in achieving success.

If you don’t know where to begin when it comes to creating an email marketing template, don’t, find a template that exists and then use this as your platform. Over time you can develop your knowledge, skills and understanding of what will help you to achieve success in this form of communicating but getting a helping hand at the beginning is never a bad idea.


About the author: Andrew Reilly is a freelance writer with a focus on news stories and consumer interest articles. He has been writing professionally for 8 years but has been writing for as long as he can care to remember. When Andrew isn't sat behind a laptop or researching a story, he will be found watching a gig or a game of football.

Image: Opportplanet; CC BY 2.0