Delivra | Professional Email Marketing Agency | We Know Email

Email marketing effectively builds customer relationships, creates brand awareness and generates sales. Mobile email marketing gives us access to new markets and helps us to better reach our customers. It is imperative that emails should be as accessible on a mobile device as it is on a desktop or a laptop.

Let us consider a few mobile email marketing optimization techniques to make your email design more mobile friendly:

Short Subject Line: The shorter the subject line (not more than 15 characters) the easier is is  for a mobile user to view it and decide whether he should open the mail.

Simple Layout: Limit the email size to 50k because mobile devices are slower to load. Creating an email with a multi-column layout or heavy data content would make the reader abandon the email before it loads. 

Easily Readable: Use fonts and sizes easy on the eyes. Your reader may be on the move and if your email is not easily readable he may ignore it. Use white spaces and bullet points for easy readability.

Mobile Friendly Landing Pages: If your email offers the ability to click through on a link, make sure the page you directed them to is also mobile friendly.

Easy Handling: Mobile users use their thumb to navigate. So make sure while adding call to action links and buttons make sure they are positioned where it is easy for the reader to navigate to.

Click-to-Call: Add a regular text phone number or a buttonto your message for a "call to" function.  Mobile users will prefer to call rather than type a reply.

Quick Sharing: Icons for sharing social media information should be placed where it is easily accessible to the reader. Do not put them at the end of the email, place them within the content, as relevant, so they can share if need be.

Text Version: Always have a plain text version available. Place a link above your message so subscribers can 'view it online' in case their phone does not display the email correctly.

As a marketer, you have to keep experimenting to increase your sales. With the right optimization techniques, it is easy to tweak your email to see what works for your readers.

I love testing. I love finding out what works and what doesn't. It's amazing the things you learn by watching how your recipients interact with your content.

The problem? Not enough email marketers try it. Even within my own client base at Delivra, only a handful have chosen to run valuable test scenarios with actual takeaways. This just blows my mind: why are marketers so hesitant to start? It does take time and effort. You will need to be dedicated to your email marketing strategy to run valuable tests. But the rewards are worth it!

So what can you do to get those gears grinding? Below are 3 tips to get started:

1. Get brainstorming on improvements you can make to your email marketing content.
   Know what your competition is doing. Subscribe to other email lists and pay attention to what they're sending. Would aspects of their email newsletters be relevant to your own audience? What is it about your own content that is not living up to your competitor's? This is a great starting point to brainstorm on - what you could, or should, be changing in your emails.
    
2. Have a plan.
   It's not worth your time to blindly test different aspects of your content with no goal in mind. Know the different ways to test your content with multivariate or email AB split testing, and figure out what aspects of your content would benefit from a change.
   
   Let's say you're testing out 2 different subject lines: Don't simply split your list and send one subject line to each half. Where's the benefit in that? Instead, know why your subject lines are different and set up a test group beforehand. Say you send each subject line to 10% of your list. Give yourself enough time (I usually advise 3 days minimum) to review the email analytics and send the 'winning' subject line to the remaining 80%. Using this information, you'll see a much better response to your email campaigns.
    
3. Don't be afraid.
   Yes, there is a chance your recipients will not respond well to change within your content. But if you don't test it out, how will you know what you're sending now is the best content possible? No email marketer wants a negative result, but even knowing what doesn't work for your recipients is valuable information.

What have you learned about your audience through testing? If you haven't tried testing your content, why not? Comment and let us know!