“Email marketing services like MailChimp allow you to test how your messages look across a variety of devices and in different inboxes, such as Gmail in Chrome or Outlook 2011, and make sure that your designs display correctly wherever they’re sent,” says Vandenberg.īut if you’re not using an email service that lets you test how your messages will look on different devices, use responsive design to create your emails. And make sure your CTA buttons are large enough to be easily tapped – at least 44 pixels squared.” Include plenty of white space for easy scanning. To that end, she advises that marketers “opt for a single-column design that works well with the vertical scroll. “To avoid being sent straight to the trash, it’s important to focus on creating mobile-optimized email content that is eye-catching and engaging on a smartphone.” “Research from Litmus shows that 71 percent of people will delete an email immediately if it doesn’t display correctly ,” says Cynthia Price, vice president, marketing, Emma, a provider of email marketing services and software. Make sure your emails are mobile friendly. relevant messages to your can encourage higher open and click-through rates and fewer unsubscribes.”Ģ.
If you have a press release, email it to a dedicated media list rather than your full one. “For example, if you offer discounts for students or for retirees, consider segmenting your email lists by age group. So it’s important to understand who you are sending emails to. “You may have subscribers who are interested in different types of emails, such as coupons, events or news, but not necessarily all three,” says Sarah Vandenberg, founder and CEO, Vandenberg Digital Communications.