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Digital marketing guru Dr. Dave Chaffey proves why email as a marketing channel is definitely not dead. He looks at the latest email trends along with tips on how to keep your email channel healthy for 2016.
Rule #2 – Engage with your audience BASED on what they do
This means watching what your customers/audience are doing and act on that. A trick for this is focus on trigger emails and move away from batch emails. See example
marketers need to make a shift from engaging people based on just who they are (demographic) to actually what they do (behavior driven).
What people do and don’t do What webpages are they looking at / not looking at What emails are they opening or clicking / not opening What actions are they taking / not taking
With that, we took a closer look at the email templates we were using at Marketo. As you can see, things looked pretty good until we got to a tablet size. The issue here was that we weren’t able to accommodate every screen size. So as the email would transition down from desktop to mobile phones, we’d experience a slight break in the banner on the tablet sized version. BUT we had tested this email template using Litmus to verify that it rendered well across the majority of browsers and devices. We were confident very few people would see the version in the middle.
We saw this as an opportunity to explore developing a new template that will help us in the long run. And in a world that’s going mobile, we felt that we had to do this sooner rather than later. So, we made some corrections and crafted a new template that we felt would perform well across all devices, platforms and browsers.
So taking all of that advice, here are the brand-new templates! We tested them against the ones I showed you two slides ago. They use the media queries we just covered, increase the font size from 16pt to 20pt on mobile phones, and ensure that the CTA remains large above the fold.
Are you ready to see the test results?? Drumroll please!
Okay, these results were super, SUPER cool because these emails looked so similar from the start.
The new template with more mobile ability increased unique clicks by 27%, increased the click-through-rate by 28% and increased the click/open rate by 31%! All of these numbers are statistically significant!
What I want you to take away from this is a couple things: Mobile responsive is no longer a nice-to-have but an absolute must-have! It’s not always about the copy or the fun creative images. Think of the template as the vehicle that gets your email to where it needs to be. If that vehicle isn’t working well, your email won’t perform to it’s full potential! Invest some time into optimizing your templates and every single email you send WILL perform better.