Create mobile-optimized emails Today, as you may know, the proportion of emails read on mobile devices often exceeds 50% of the total number sent. A study by Return Path analyzed over 27 billion emails opened between May 2016 and April 2017, revealing that over 55% were opened on a mobile device. On weekends, this rate increased to 60%. Another study, this time from MarketingLand, confirms these results. There is no chance that this trend will reverse; if anything, it will become more pronounced. This fact alone should be motivation enough to make your emails mobile - friendly . The question of mobile-responsive design is vast, but there are a few essentials :
Create a short subject line that can be displayed correctly on smartphones ( 30-35 characters ) Use modular structures ( you can find an article exploring this topic in more detail here) Separate email text by interspersing it with blanks to optimize content analysis Use larger characters and fonts to improve readability Create clear, easy-to-click links E-Commerce Photo Editing Service and calls to action Keep image file sizes small to reduce load times 2. Profile and segment your emails One approach to email marketing is known as batch and blast ; this involves indiscriminately tossing emails . By sending an entire mailing list a single, undifferentiated email that matches each recipient profile, this approach turns a brand's communications into a type of broadcast .
This method is now in decline because it has a detrimental effect on long-term metrics at all levels : engagement, deliverability and conversions. Reaching a recipient's inbox is not enough: you have to stimulate their involvement by taking into account the interests, habits, needs and characteristics of each interlocutor. How? 'Or' What? Through profiling , an activity that converts recipient data and information into relevant, personalized emails that, according to a MarketingLand study, have a 6x higher conversion rate and a 41% higher unique click-through rate than non-personalized emails. Today there are many profiling tools