Creative Email Strategy for the Mobile Age

Creative Email Strategies for

the Mobile Age

Heather Meza

Director of Marketing

Overview

WHY EMAIL MARKETING IS AWESOME WHY YOU SHOULD CARE

5 STEPS TO AN EFFECTIVE CAMPAIGN HOW YOU CAN BE AWESOME

TIPS & TRENDS TO KNOW WAYS TO STAY AWESOME

Do you like avocados?

Wait… didn’t social kill email?

Email is NOT dead

Social can be like playing “Reach Roulette”

where as email is a direct line to your fans.

44% of email recipients have made at least

one purchase based on a promotional email.

Email is ranked 3rd overall for lead

generation by marketers.

SOURCES: Jay Baer/Convince and convert, HubSpot

Micro-moments

“Mobile has forever changed the way we live,

and it’s forever changed what we expect from brands. It’s fractured the consumer journey

into hundreds of real-time, intent-driven micro-

moments.

Each one is a critical opportunity for brands to

shape our decisions and preferences.”

Mobile and email

74% of smartphone owners use their devices

to check email

51% of email opens are on mobile devices

68% of Gmail and Yahoo opens are coming

from mobile devices

SOURCES: Gartner, Litmus

Ok, I get it, email is important –

especially mobile –

so now what?

STEPS to an effective email campaign

Know your audience

Who are they?

What do they like?

Why do they like it?

1

Define your purpose

Why are we doing this?

What does success look like?

How will we know we achieved it?

2

Plan your campaign

What is our strategy?

What are we going to do?

How are we going to do it, and by when?

3

Create with intent

How will this help achieve our purpose?

Is it useful to our audience?

What is the call-to-action?

4

Measure to learn

How will we know if it worked?

Have we set up necessary tracking?

What can we learn from the results?

5

Tips & trends

What’s the attention span of a goldfish?

The average

attention span of a

goldfish is 9 seconds

How about us humans?

Our average

attention span in

2013 was 8 seconds in 2000 it was 12 seconds

Design and write for mobile

40-65% of emails are opened on mobile first.

Short subject lines (keep under 7 words).

Simple designs that can flex to screen sizes.

SOURCE: Sidekick

Email sender name

Consistently use

company, venue,

event name or

“brandividual”

Don’t use an alias

NEVER use “no-reply”

IMAGE SOURCE: TopRank

Email subject lines

33% open email based on

subject line alone.

A sense of urgency and

exclusivity gets 22% higher

open rates.

69% of email recipients

report email as SPAM based

solely on the subject line.

DATA SOURCES: Convince and Convert, Sidekick

IMAGE SOURCE: TopRank

Example:

9 WORDS

6 ½ WORDS

Email headlines

Short ★ Meaningful ★ Relevant

IMAGE SOURCE: TopRank

Email body copy

Concise – what’s in it for them?

Keep it brief – put your CTA early

Write short paragraphs and use bullets

Email visuals

Must match and reinforce subject and headline

Be bold and design for multiple screen sizes

Use “Alt Text” to combat image blocking

IMAGE SOURCE: TopRank

Test and measure to optimize

Know where you are, how you will track and

what success looks like

Context and content before design and

technology

Small changes and tiny improvements to

copy, design, visuals, format and frequency

can achieve significant results

5 steps to email awesomeness

★ KNOW your audience

★ DEFINE your purpose

★ PLAN your campaign

★ CREATE with intent

★ MEASURE to learn

Resources

www.pinterest.com/vendinirocks/

Mobile Marketing • Mobile Marketing Association - mmaglobal.com

• Mobile Search Magazine - mobilemarketingmagazine.co.uk

• Mobile Marketing Watch - mobilemarketingwatch.com

• Mashable - mashable.com/category/mobile

• Mobile Search Marketing - mobilesearchmarketing.com

• Mobile Marketing Forum - mobilemarketingforum.com

• Mobivity - blog.mobivity.com

Thank you!

Heather Meza

Director of Marketing By the way… I’m wearing the smile you gave me!