Reading Time: 3 minutes
The basic tenets of email marketing have largely stayed the same over the last few years, but many things have shifted – innovative trends have surfaced, most having to do with your customers and prospects reading their e-mail on mobile devices.
More people than ever before are now using smart phones to read books, listen to music, and check their e-mails. Some surveys say as many as 45% of American adults use their phones for e-mails. There’s just no way around it: e-mails look different on a smart phone. If you do any kind of e-mail marketing, you can no longer control for screen size or other crucial settings.
As a result, most new trends in e-mail marketing for 2013 are geared towards mobile marketing. E-mails need to be streamlined and more user-friendly. In addition, coordinating content with landing pages and your web site is more important than ever. Below are 5 trends to keep in mind for your e-mail marketing:
1. Smaller subject lines: Mobile devices are often vertically-oriented and have smaller screens. To make sure subject lines aren’t being cut off, they should be small and attention-grabbing.
2. Greater interaction between subject lines and pre-headers: Mobile devices often offer a preview of the e-mail by providing the first line on the inbox home page. Cohesion between subject lines and pre-headers is now more important than ever, as readers often glance at these previews when deciding to open an email. Also, personalizing the pre-header with a “Dear [FirstName] is a great way to remind your customers and prospects that you know them, this personalization is a nice touch. (This is easy to do using ACT! & Swiftpage – it will pull the first name or salutation directly from your database.)
3. Mobile-friendly landing pages: If a potential customer has clicked over to your landing page, they shouldn’t be put off by a clunky homepage not configured for mobile devices. Creating versions of your site for mobile users makes their experience better and encourages them to continue browsing.
4. “Folds” are less important: All mobile devices have varying screen sizes, and thus there’s no longer any set standard for where a “fold” occurs in an e-mail; it’s anyone’s guess at which line a reader will have to scroll down in the e-mail. As a result, it’s important to include interesting elements which draw the reader’s eye downward in any e-mail, to entice them to read on.
5. User-friendly clickable elements: Mobile screens can be very small, making small links difficult to click on. To prevent readers from simply getting frustrated and clicking out of e-mails prematurely, make sure all links are large (think thumb-sized), stand out, and are distinctive from other links.
While many things in e-mail marketing have stayed the same, there are some new twists. E-mail marketing is geared more towards mobile devices than ever before, and any successful e-mail marketing plan or campaign that wants to be successful will take these trends into account.
And to make us feel better than ever about email marketing, Beth Hayden at copyblogger.com notes that, “At a recent social media marketing conference…I was surprised to hear one particular topic kept coming up over and over again, in almost every session I attended. It wasn’t Goggle+. It wasn’t Pinterest. It wasn’t Instagram. It was e-mail marketing.” Read the post.
Beth also references the importance of tracking your e-marketing campaign’s effectiveness. Swiftpage, the e-mail marketing tool that is integrated with ACT! (and the new owners as well) offers the ability to track opens, clicks and forwards. Understanding how your customers and prospects are, or are not, interacting with your e-mail content is invaluable.
We have covered a lot of grounds in this blog post. We would love to help you setup e-mail campaigns that are designed for smart phones and tablets, and show you how to improve your campaign’s effectiveness by monitoring your Swiftpage reports. Remember, enjoy the process! You are growing your business and expanding your brand and building relationships.