When it comes to marketing your product or service, you’ve probably heard that email is dead. You’ve probably also heard that printed media is dead, as is radio spots, billboards, and newspaper ads. So what does this mean? For one, all forms of advertising can’t be dead!
Email marketing is actually alive and thriving. Case in point: Have you checked your email on your smart phone today? Are you on your smart phone right now? If you are, you’re not alone. Internet traffic on mobile phones is expected to EXCEED traffic from traditional desktops. Currently, over 43% of email is read on mobile phones. And that number is expected to rise as more individuals opt for mobile devices only.
What does this mean to you? Digital marketing, including email marketing, is a smart investment. Your customers, like yourself, are spending more and more time using their smartphones. We’re checking emails, participating in social media, and searching online for businesses.
So yes, perhaps the traditional ‘email’ is a bit outdated (think professional, long letter full of business jargon), but email marketing today is SO MUCH MORE! Email marketing means announcements, flyers, special promotions, event notifications and registrations, as well as industry information your audience can use. Email marketing today means branded material that can be shared with your social media audiences and that your audience can share with their friends. Email marketing today means staying in touch with your audience, wherever they are, which is likely on their smartphone.
So if you’re sending email newsletters that look like they came straight out of a book of sample professional business letters or using branded emails formatted for desktop viewing, it’s time to update that look and functionality for today’s mobile user.
Here are a few tips to make your email marketing mobile friendly:
- Use buttons for your primary call to actions. ‘Read More’ text hyperlinks are harder to select on a mobile device.
- Use a single column format to maximize the mobile experience. Two columns is ok if you must.
- Use font sizes that are easy to read. A minimum of 11pt for body text.
- Use the contrast of colors to your benefit. Mobile uses may be dealing with sun glare or may have turned down the brightness level to conserve energy.
- Keep the message simple.
We completed our own test over the last two months, where part of our audience received our traditional two column format while the other part received our new single column mobile format. The input we received was overwhelmingly pro-mobile. Our audience liked the crisp, clean look and the ease in viewing the content. Our audience also noted how easy it is to click the Read More ‘buttons.’ So there you have it. Thank you to all who provided input. We listened, and everyone will now receive our new mobile template. If you’re interested in migrating to a new mobile template, give us a call at 724-612-0755.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business growth.