Email marketers are on a continuously trying to generate maximum ROI and leads from their email marketing campaigns.
With more and more readers viewing emails from smart devices — particularly on mobile — business need to rethink their tactics and tools to reach and engage their smartphone-wielding customers.
A good place to begin is to take a look at what doesn’t work in email marketing campaigns in order to streamline your marketing mix:
1. Don’t send unresponsive emails
Today it is clear that more emails are being read on mobile devices than desktops.
The number of emails opened on devices other than desktop computers has grown at a stable pace. Recent figures show that 70% of emails are opened on mobile accounts. A good idea would be to invest in responsive design elements and dynamic sizing features. This would enable readers to view optimised content based on their screen sizes.
Setting up receptive and engaging landing pages is a key component to maximising the conversion rates of mobile email campaigns. Responsive landing pages will direct potential leads to clear call-to-actions and help move them through your sales funnel.
Another key component is to make the mobile landing page concise, with a clear call-to-action. Position your company’s logo or branding at the top half of the page to ensure your image is well presented.
2. Creating irrelevant content for target audiences
Even if your emails meet the responsive criteria for mobile readers, their effectiveness will be limited if the content is not interesting to your target audience.
An easy remedy for this is actually to sit down and segment your audience based on some considerations. These can include geographical location, time zone, shopping history, cultural preferences, time spent on a specific product’s web page, and the device(s) most commonly used to open emails. This critical segmentation process helps you to both analyse your audience and to choose suitable messages for users from different access points.
Tools like MailChimp and GetResponse help you manage your email databases and segment messages to send to targeted audiences. They are both leaders in the email marketing platform space. They enable users to schedule emails, ensure deliverability, A/B test emails, and segment newsletters while making sure emails are optimized across devices.
These features can come into play in many ways. For instance, if you have a business-oriented message to send to past buyers, you can make sure you send it at an appropriate time when open and response rates are optimum. Through the use of enterprise-level automation, you can send a series of time triggered events and emails.
3. Presenting useless information
Even though you have mastered the concept of responsive email design and consider yourself an expert on email segmentation, you need to be vary of presenting readers with useless information.
Unfortunately, many email marketers who have mastered these tasks still make mistakes when it comes to presenting relevant content. If you fail to present adequate content or worse, use spam-like subject lines, chances are high your emails will get immediately deleted or moved to spam folders.
Written by Daan Pepijn
Originally posted on cmswire.com