Email marketing provides the most direct line of communication between you and your customers. It has the ability to increase conversions, build relationships and keep your business in mind when potential customers reach 'purchase mode'.
With advances in smart phone technology and mobile devices the importance of email marketing is set to increase too.
- By the end of 2014 it is expected that there will be 30.9 million smart phones users in the UK (eMarketer).
- Email usage on mobile devices has skyrocketed since 2011. Emails are now more likely to be opened on mobiles rather than desktops (Litmus).
Subject line – always use your brand name at the start of the subject line. Keep your subject lines under 50 characters in length. Having anything longer you’ll run the risk of words being cut off in some email clients.
From name – the from name should always include your brand name.
From address – use an identifiable email address. Do not use firstname.lastname@example.org. You want your customers to talk to you (I hope!). You want everything in your email to encourage engagement.
Branded header – we argue that your brand logo should be used in the header area of your email design. Moreover, links to your social channels should be included here too.
Preview text is short snippet (or preview) of an email you can see in some clients before you actually open the email.
Usually limited to 100 characters or less, email clients such as Outlook and iPhone allow us to make use of this valuable space. The preview text should complement the email subject line and give a brief overview of the contents of the email. Doing this effectively dramatically increases open rates, especially on mobile devices.
If your email design does not allow for preview text to be easily added in it is possible to add in "hidden preview text".