E-mail marketing is a domain that is constantly in motion. Technology grows and changes. Providers sharpen their insights and users come up with new ideas. We’d like to present you another five of those changes.
You should pay attention to these changes if you want to create the perfect email message. See the following as a checklist.
Landing pages should be optimized for mobile devices.
Your landing pages should give your contacts the same feeling and experience, that they got from your newsletter. But you are more limited on mobile devices. The width of the screen is a limitation. You should definitely take that into account when designing your message. Also make sure they you offer the correct keyboard when you want your contacts to fill in something.
Subject lines and preheaders are new best friends.
The subject line is the first thing your contacts see. But in web-based email clients or email apps on mobile devices, the first line of your e-mail message usually follows right after it. Avoid crazy combinations or repetitions.
Subject lines shorten.
Not only the web-based email clients have started pruning in the number of visible characters. The small screen of smartphones form a new challenge for your subject lines. Make sure you use a short subject line to prevent that they are being shortened in a not so flattering manner. Or worse, a subject line that goes on for two lines, doesn’t look nice.
The message above the fold is less relevant.
It used to be a key element in the design on an email message. Make sure that all the important information can be read by your contact without scrolling. Now, you have to take so many different screen into account, that you can’t possibly now where the fold is going to be. Just sort from important to less important.
Fixed formats are outdated.
Here again, all the mobile devices play a role. This means that you can’t use fixed sizes in your emails. Responsive design is the new magic word. But more and more large brands also opt for the kiss principle. Simple and single-column email designs that are built from top to bottom. Experiment what works best for your audience!
