We all already know very well the importance of mobile devices in the world of digital marketing. We are increasingly dependent on our smartphones and to a lesser extent on our tablets. From buy youtube views of quick consultation to massive navigation for leisure and work.
That is why we are more aware than ever of the importance of creating better optimized email marketing campaigns for these devices and thus achieve a better ROI.
How to optimize email marketing campaigns for mobile
We will see some quick tips that will set the guidelines to follow to develop
campaigns aimed at mobile devices much more efficient.
1 – Do you create or adapt?
The first thing you have to think is: Do I want to create a campaign from scratch oriented to mobile devices or adapt an existing one?
Before this first decision, do not hesitate, it will always be better to create the campaign from scratch (mobile first) for devices. Something designed specifically for mobile devices will be more efficient. You could compare a DIY tool. With a pair of pliers you can tighten a nut, but you will be more efficient if you use a wrench. A specific tool will always be more efficient than any other, at least for that particular task. In the case of email marketing there is only one specific task to achieve, a fabulous ROI.
Therefore our recommendation is that you think first of your design oriented to mobile devices, and then if you want to adapt this design to your website and social networks.
2 – Templates responsive
In addition to thinking about a mobile-specific campaign, do not forget to use a responsive HTML template. This way you will know exactly how all the elements of the email will be arranged depending on the screen resolution with which it is seen.
Important: Of course you should not forget the weight and dimensions of the images when creating your content for mobile devices. This also applies to email marketing.
3 – Use text in the header
In addition to the usual importance of writing a good topic that captures the attention and interest of users, it is advisable to use a good header text that invites the user to continue reading. Of course, this header text will be more effective if it complements the information indicated in the subject of the email, so that it will increase more interest to continue reading.
Avoid at all costs blatant clickbait strategies , because users are beginning to realize that they are being attracted to a content that in the end will not interest them. And what really matters is the quality of the users and not their quantity. If you already get both, so much the better.
4 – Custom content
Create specific campaigns for a very well segmented audience. Customized email marketing campaigns are related to higher conversion rates and higher ROI. The results can still be better if you can optimize “the moment”. Capturing the attention of a potential customer with the right product at the right time is priceless.
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