Email MarketingBest Practices

What is responsive design?

• Optimal viewing and interaction across multiple devices

• Easy reading • Large navigation • Minimal resizing• No panning• Focused on scrolling

A design that responds to the device’s screen size

Why responsive design?

• 53% open rate on mobile devices• Opens increased by 30% from 2010 to

2015• Missed opportunities

Optimise your email marketing by focusing on the following…

Watch your subject line length:

• Desktop – 60 characters• Mobile 25-30 characters• Understand your audience• This is why reporting is so important

Use pre-header text:

• Left out or overlooked• The subject Wingman• Length depends on dominate audience

Keep your copy concise:

• Short Emails• Easy to scan

• Headers• Bulleted lists• Short paragraphs

The people at Litmus also advise, “Overall screen size is small when it comes to consuming email content on a mobile device, and consumers are more likely to be multitasking when they get your message. It’s more important now than ever to engage the user as efficiently as possible; limit the amount of copy you include, and make sure it is easily to scan by using headers, bullet points, and short paragraphs of text whenever possible.”

Give thought to your images:

• Slow internet• Lack of signal• Firewalls• “Images off” mode

WebMarketing Today says, “blocked images remain a challenge for image-heavy emails. Descriptive body copy has to do the heavy lifting. It’s useful to think of images as optional, supporting the surrounding text, rather than the reverse.”

Keep “Call To Actions” front and centre:

• Get to the point• Requirements upfront• Top of email• CTA buttons at least 44 x 44 pixels• Leave breathing (and clicking) room

Test, test and test some more…

• Testing software• Multiple email clients• Multiple devices

These essential tips will have you on your way to creating mobile-friendly emails that your readers

will love

Q & AThank you