According to Experian’s 2014 Q4 email benchmarking report, fifty-three percent of total email is opened on mobile devices. Given this trend, it is important that your emails are optimized for mobile devices. This can be tricky as there is a lack of standardization for responsive email design. Yet, if your emails are not easily read on a mobile device, they will likely be deleted by the end user. To follow best practices, you should keep mobile in mind when you design and place content in your email campaigns when using an email service provider, such as Constant Contact.
As far as design it is best to use a single column layout. This recommendation is based on how mobile operating system display content. Since mobile email is not standardized across industries using a template with more than one column can lead to a poor end user experience. Additionally, you should use a minimum of 11 point for your email’s body and 22 point for headlines. One question, I often get from clients when I mention this is how they are going to fit all the content in the email using such big font. The key is to never send the entire article. Write brief excerpts and then include a link to the rest of the article. A bonus for you is you know what content is engaging your audience. Armed with this knowledge, you can continue to produce content they read. Below are three ways of how to include links in your email so you make your email campaign easier for the end user to read.
1) Increase audience engagement –This biggest advantage of including links in your email is you know what is interesting to your audience. Most email service providers, such as Constant Contact, allow you to store documents that your subscribers can download. The documents could include price sheets, white papers, e-books, etc. You can use this knowledge to create more content that your audience loves. This knowledge can also be used as you determine what to product or service to create.
2) Encourage people to visit your website – By including links to your blogs, you are getting people to your website. After they have read your blog, they may stick around and discover a new service they didn’t know you offered. You should also include links to products and services on your site as well.
3) Call to Action – Every campaign should include a call to action. A call to action is what you you’re your reader to do. Often times the call to action is hard to measure if the end user is not ask to take action. For example, register for an event, visit our website, or download an e-book. You can create a link for each of these examples. Again, you want a person to click on link so you can not only measure the engagement but also know what your customers find interesting.
If you are stuck or not sure how to create links, click here to schedule a complimentary consultation today.
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