It’s a fact. One third of the American populace is packing a smart phone. This means desktop computers no longer keep us mercilessly shackled to a single, boring location. Thanks to smart phones, we humans are now free to roam wherever we please — while still wielding some pretty fierce data processing power.
Websites and Facebook pages aren’t the only connections sought by smart phone users. E-mail reading is huge with this very large group. Cast your gaze in any direction. People are perusing mobile email everywhere from elevators to restaurants.
Considering the growing popularity of this messaging mode, it is crucial to know the territory. The following essentials will help B2B marketers master email marketing for the smart phone environment.
Short is Sweet. Streamlined text, graphics, and design have a much better chance of holding reader interest than more complex communications. As a rule, limit email messages to one or two columns of content, and minimize images. Also, bear in mind that some phones, even the smart ones, receive text-only messages. Therefore, many people won’t even see images, no matter how spellbindingly gorgeous.
Grab Those Eyeballs. Marketers have nanoseconds, if that, to capture the attention of busy readers. Create an intriguing subject line that entices people to open your email. Also, make the first two lines count – numerous mobile devices offer juicy sneak previews of the opening two lines of email text. Make certain your subject shouts ‘read on!’
Make it Finger-Tapping Good. Design often plays a big role in the outcome of an email campaign. Consider placing your call to action near the top, as well incorporating big buttons of at least 44×44 pixels into your message. Larger buttons are easier to find and manipulate. Increasing font size also helps to build a user-friendly environment that can lead to hefty dividends.
Do you have any questions or comments about email marketing, or about any other marketing topic? Feel free to send them our way. You can connect with The Young Company team at 949-376-8404 #205 or byoung@youngcompany.com. And be sure to follow us for the latest industry news and tips.