Responsive Email has become a must-have in e-marketing in recent years. 2015 was the year of Responsive Digital Response NewsletterResponsive Email , and in 2016, email design is already starting to be designed with mobile screens in mind. It is no longer enough to adapt emails to mobile devices in any way, but rather it must be done appropriately and taking into account different factors that can affect the effectiveness of the design.
Design and layouts are only two small parts that make up this equation. Without a doubt, they are the most visible. But there are more factors involved that must be taken into account to make the user experience as rewarding as possible. So, in this post we present 6 mistakes that you should avoid at&t email list when adapting your emails to mobile screens :
1. The first and most dangerous mistake is to underestimate the importance of Responsive Design in Email. Those who still do not give it the importance it really requires are losing many opportunities. Today, our Smartphones and tablets are our faithful companions. They accompany us to the sofa, to work, on our walks or outings… Most of the time they are there for us. So there are many situations in which we browse the Internet to “gossip” about products or services, read articles, watch videos… In short, we are continuously connected and that offers many opportunities for brands to offer products and services according to the needs of each user. According to a CreditCard survey of buyers in the United States, only 6% of users buy on impulse through mobile devices compared to 13% on Desktop and 81% in physical stores. This happens because the commercial pressure that could be applied at the moment in which the user accesses a website and provides their data to obtain information about a product or service is not effective enough. Emails must arrive at the exact moment in which an option is being considered to help the user decide to buy. Therefore, do not underestimate Responsive Email and make the most of it.
2. Not taking into account the different screen sizes. There are many types of smartphones and tablets. Some are bigger, some are smaller, some are wider and some are narrower. What can we do to make our emails look good on all screens? Adjust the size of the font, buttons and images. Call to Action3. Saturating the user with content . Users who use mobile devices usually look for easy and fast
Responsive Email Digital Response
content . Therefore, offer them only what may interest them through simple emails, without too much text and with few files to download so as not to slow down the download of those documents. All content that is not relevant, eliminate it. Responsive Email should be visual without neglecting the message we want to convey. The design can make a good impression, but it will be the content that determines whether the user stays. The content is what will make a user closer or not to the purchase process. So do not saturate the user and take care of the content of your emails.
4. Another typical mistake is not working enough on the Subjects in email marketing . If email subjects are not optimized, users cannot know exactly what the email they have received is about and whether or not it interests them. If subjects are already a key element in any e-marketing strategy , on mobile devices, where users seek simplicity and speed, even more so. Solution? Create short subjects, containing a maximum of 45 characters and summarizing the message of your email. Be clear and concise. Always from creativity and originality.
5. If a user is in a coffee shop waiting for a friend, and sees an offer that interests them in a promotional email, if the purchase process that follows is not easy and fast, the user will not follow the process and will stop making that purchase. Making the conversion process difficult is nothing more than shooting ourselves in the foot. Users seek convenience. And even more so if they are going to spend money on it. If you offer products or services in your email with the intention that someone buys them, make sure that once the user clicks on the product they are interested in, this link redirects them to a responsive website and that the purchase process is easy and fast. Provide tools to the user to make the purchase process easier. An example of this would be to “link” the emails with the mobile application so that the user, when they like a product, click on it and the application opens immediately, if they have it installed, and if not, give the option to install it or redirect the user to a responsive website that does not make the conversion process difficult.
