What do your clients do? Based on the new statistics, everything changed last year. Now phones and tablets rule! And if your message doesn't show well on that device, its gone!
The image to the left is about the size you would see on a smartphone screen. That's it. When your customers open up that email, if they don't see your message easily, quickly, and big enough, they delete it . . . unless they really love you.
Only about 35% of emails are saved for double viewing later on a desktop. You are wasting your email money if you are not playing by the new rules.
How often do you grab your phone during the day when you hear that email ping? There are statistics on this, but if you are anything like your population of clients, count it for yourself. Then what do you do if you can't read that email, do you squeeze and pinch and turn your phone around, or do you even care.
1. First item is a big fabulous exciting headline
2. Second item is the action you want your customers to take
3. The action comes with a big link or button
4. Visual! There can be an image of course, a photo or your logo, but in many cases it may not show up so you have to plan for the alternative, at least a solid color background for fun.
5. How wide? Yes is it about 300 pixels wide, only 300 pixels wide (about three inches) and about 4 inches vertical, unless you entice people well to scroll down.
6. The rest is lost — unless they like your stuff and click to learn more.
They don't get seen as much now. Here is a great reference article resource, so you can read the truth for yourself and keep up with the changes. Most people live by their devices now. With tablets, the percentage of viewers shifted away from desktop and even laptop viewing during the year last year. Sure, they go there for big decisions, but how many of your sales emails are "big" decisions?
Professional designers code them, and we code them now with "device width" as a CSS style parameter so we can make them adjust to the width of any device opening it automatically. I do not know about the automatic software platforms commonly used, but I am sure it will come along for them in time.
One of the best reference infographics is from "Litmus" a software company we use to test our coded emails to see what they will look like in every phone, device, software and platform. They have the statistics on what is opened. Read their article with trust. They know the numbers.
You've heard about mobile sites. This is not what I am talking about here. This is about mobile emails. These are used more. Mobile sites are used less. Most customers click off immediately to see full site because they refuse to settle for a limited amount of content. These mobile websites are going away as fast as they appeared a year or two ago. Responsive design, coding to suit the sizes of new devices, is replacing them fast with full web content served up for anything the consumer is using to view it.
Give it a try, as you make your new emails. If you can't reduce them to phone width, at least put the main content big and clear and up front so people do not have to read a letter of text before they get your message. Start to change any way you can, as we move into 2013. I hope you will see great rewards for your efforts.
Pepper Oldziey is a professional web designer, coder and developer, search engine specialist and corporate web presence strategist. Her company is Peppergraphics. She is available for consultation sessions on new strategies for your online web presence and marketing.