- Keep your design simple
First of all, we need to acknowledge that mobile-friendly should incorporate elements of lightness. Yes, even if you are super certain that we have entered the era of 5G and that everyone is supposed to have fast internet access.
At the end of the day, you need to also take into consideration that not everybody who lives on this planet has access to free Wi-Fi everywhere they go.
Some people may even need to go to remote places where internet connection is scarce and they don’t even use Wi-Fi.
All in all, when designing for mobile, it is best practice to choose a lightweight design that is sure to work for most data providers.
Even when using images, make sure to optimise the size of those images for the best viewing on both mobile and desktop. It’s a bit of an extra touch but will make all the difference in your presentation.
- Use a responsive design
If you think having to work twice on an email design just because you need to cater to both mobile and desktop is redundant, there is an option.
Rather than working twice on different designs that are devoted to each platform, use a responsive design. The right tool for email newsletter marketing should provide various templates for designing beautiful newsletters that are responsive.
A responsive design is a nifty little trick that can automatically adjust the appearance of your email newsletters depending on what kind of widget you are viewing the emails from.
The additional work is very minimal as the software takes care of the more technical stuff. Your design team can have an easier time maximising the design for all devices all at once with a responsive design.
Some software that offers this kind of design trick is free to use, too, so have fun.
In the context of email campaigns, MailChimp explains that the primary goal is to entice customers to take specific actions, such as subscribing to your email list, making a purchase, or providing a review. Employing responsive designs for email newsletters fosters heightened engagement, effectively channeling traffic towards your website and bolstering conversions for your business.
- Use images strategically
As we already know, designing for a mobile-friendly experience needs to take into consideration aspects of size and weight. But that doesn’t mean you shouldn’t use pictures at all.
Adding pictures and videos to your email newsletters is actually a good thing as they increase engagement rates. The trick here is that you want the placements and inclusions of those images and videos to be intentional.
And as such, you need to be strategic and choose only impactful images and videos that support your main email content. Otherwise, don’t be redundant.
After that, you also need to readjust the sizes of images and videos to be the best for viewing on mobile devices. You don’t want to sacrifice quality and clarity over size, okay?
With all of that said, make sure that you’re able to use an editing tool that is not so cheap because cheap tools can destroy quality.
- Grab attention with your subject line
This is something that most email marketers should always be aware of: your subscribers are likely already subscribed to a plethora of email marketing news.
You are in tight competition with many other businesses and brands that seek to grab the attention of your subscribers. How do you get ahead though when there are so many others already doing very similar things to what you are doing?
You want to have an impact on your subject line. You can’t deny that the first words your subscribers get to read from you are contained in your subject line.
According to Mail Jet, crafting captivating headlines for your newsletters stands as the initial stride in enhancing your average email open rate and boosting conversions. It’s essential for recipients to feel intrigued and drawn in by the content presented in your newsletter’s subject lines. This should spark a compelling urge within them to click, explore, and delve into discovering more about what your brand has to offer.
Use this chance to be clear, concise, and to the point, but still teasing and curiosity-inducing enough.
To grab your reader’s attention, it will bode well if you use personalisation by mentioning their first name in your email’s subject line. It’s an old trick but it works every time.
- Use personalisation
Using personalisation is not anything new in email marketing. Every other business pretty much already has got this drilled into their mind. And yet, not everybody actually always uses this, which is kind of a shame.
You don’t want to be ashamed, so grab this chance to use personalisation in your emails. The first line of personalisation is usually mentioning a subscriber’s first name in the subject line.
An article featured in Forbes Magazine reveals that emails with personalized subject lines have a 26% higher likelihood of being opened. Moreover, a substantial 71% of consumers express that a personalized experience significantly impacts their choice to open and engage with brand-related emails. Additionally, 55% of consumers find that receiving tailored promotions and discounts contributes to a more delightful email interaction. Notably, marketers have reported an astounding 760% surge in email revenue attributed to the implementation of personalized and segmented campaigns.
But this isn’t always appropriate in all situations. This really depends on what kind of email you are sending.
A more formal email wouldn’t use a subscriber’s first name in the subject line, instead, a more formal email should address a client’s full name in the opening of the email.
So as you can see, even personalisation that utilises a subscriber’s name can be used in different ways. When designing an email newsletter, take this into consideration and don’t just start every email subject line with a name.
