The Complete Guide to Email Marketing: Prersuasive & Proven Methods

Having researched and understood the four fundamental characteristics of successful email marketing campaigns (Personalized, Persuasive, Pervasive, and Proven) and examined the first two of them in detail. Now we’re going to take a look at the final two characteristics of successful email marketing, Pervasive and Proven.

Making Your Emails Pervasive (Broadly Disseminated)

One of the biggest factors in making your specific message stand out from the crowd is how pervasive (or broadly disseminated) you can make it. In an era where literally everyone has a smartphone in their pocket, effective email marketing depends on ensuring your message is actually delivered to your audience and displays correctly.

Write pervasive emails that communicate your message effectively across both desktop and mobile devices. 

The single biggest change you can make to your email marketing program to make it more pervasive is to optimize it for mobile devices. According to one recent study, 55% of emails are now read on mobile devices. Optimizing for mobile, therefore, is a must!

Design for All Major Devices

One of your top priorities in designing an email marketing campaign should be to ensure your message looks, reads, and functions fantastically on every major platform – including smart devices like phones and tablets, as well as desktops.

Thankfully, there are many services that allow you to compare your page designs on all major smart devices all together in one place, making it quick and easy to spot which devices are having display issues. Your designer can then make the necessary changes to your content to optimize it for each device.

Incorporate Imagery and Visuals

A picture is worth a thousand words, and this applies to pictures in emails marketing, too! Imagery and visuals can make a message significantly more compelling, but don’t use externally referenced CSS, put background images behind your text, or render the entire message as a single image. All of these techniques can potentially break the experience for visitors using different devices and browsers.

Physical Layout and Design Considerations

There are several specific elements of your email messaging that you’ll want to pay attention to, especially for mobile optimization. Probably the most important one is your CTA button. Make sure your button conforms to the best UX practices for color usage. The button should always be done in HTML and hard-coded into your email itself, so it doesn’t rely on images displaying properly for users to find and press it.

While it’s great to include images in your emails, make sure to create messages that look and read well with or without image content. Also, double check the file sizes and load times that you’ll be imposing on your viewers.

The same philosophy applies to other visual design elements, like columns. In general, fewer is better, and sticking to a one-column layout is usually best because it is the most likely to display correctly.  Fonts should also be evaluated in the mobile context; consider adjusting sizes or even selecting a different set entirely.

Once you design your emails for optimal readability, be sure to test your work. Most email providers offer a tool that will enable you to send tests to dozens of different mail client and OS combinations so you can see how they render for yourself.

Re-Optimize Your Sales Copy and Text

Another important element that may require some reworking is the copy of the message itself. You have far less space to work with in a mobile context, so brevity is key to the process. Map out your messaging in advance; begin with a heading & subheading, then proceed on to the body of the copy, and close with your CTA. Try to make the whole message scannable at a glance given the notoriously short attention span of mobile users.

There are also a few mobile-specific copy checks you’ll want to perform on your message. Emojis are frequently rendered differently on different devices, so put some extra time into testing those if they are appropriate for your buyer personas. You should also change all action-oriented verbiage to match the mobile context – say “Tap Here” instead of “Click Here”, for example.

In addition, pay attention to how your messages will appear to viewers in their mobile inboxes. You have a lot less space to work with – mobile subject lines typically show 30-40 characters, compared to over 80 characters on a desktop email client. Consequently, you’ll want to put more effort into front-loading your subject lines with important words and phrases.

Evaluate Interaction Points Between Email and Other Services

To make your email campaign truly pervasive, the final element you’ll want to evaluate is how well your campaign connects to other components of your marketing efforts, such as your landing or sign-up pages, social media accounts, and website.

Continue your email marketing messaging on your landing pages. This is an great place to continue the conversation and push readers further down your sales funnel.

The sign-up page should be given special attention, and extensive testing should be performed on it over all possible combinations of devices and email clients to ensure that everything displays correctly and all links, forms, and buttons work. Landing pages are an excellent place to continue communicating the unique selling propositions of your product or service that didn’t make the cut above the fold in your original mobile message.

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