How does your email look on iPhone or Android

In 2018, the clear majority of opens you receive on your email campaign are from mobile devices. According to Marketing Land, over 60% of emails were opened on mobile devices in the first quarter of 2018. Want to see for yourself? Look at the Campaign Reports in your ReachMail account. Navigate to the “Reports” tab, then the Campaign Reports. Click on any campaign, and you’ll see something like this:

Inbox Preview Report Summary

Fortunately, ReachMail has a tool designed to make sure your message looks good when opened on any popular mobile device. It’s called “Inbox Preview.” Here’s how to use it: go to your Mailings tab and click on the three dots on the far right. Highlight “Generate Inbox Preview” to start the process:

Generate Inbox Preview

You’ll next get a chance to confirm your choice. You’ll see the nine most popular devices that the preview will run. For more details on how to use Inbox Preview check out our help document here.

Inbox Preview Services

Five simple tips to make your email design mobile friendly

Single Column Template: Using a single column helps prevent formatting problems that can cover up important parts of your email. This layout is simpler than many of the more popular templates designed for desktop viewing, but when you consider that someone will be scrolling through your email on a small screen, this makes more sense. In all of this, simplicity is key. Too many fancy features and sections can get very confusing on a phone screen, and you want to make engaging with your email as easy as possible.

Put most important content up-front: Similarly, you’ll want to think about laying out your email, so it flows vertically. That means everything you want them to see right away very close to the top and a logical progression as they scroll through. Like any marketing email, you’ll want something interesting to hook attention early on.

Keep font to less than 13 pixels: On a desktop, this is on the smaller side of font display, but for a phone it’s perfect. Bigger fonts will get cut off and may not display correctly. Plus, if they do, it will just look obnoxious to have words that take up the whole screen and require a lot of scrolling.

Use one call to action button with a minimum size of 44×44 pixels: This is arguably the most important part of any marketing email. This is where you get your recipients to take action, and it’s important that this button be easy to find eye-catching, and clear. If you provide more than one button, it can look spammy, or even be confusing for readers. Even if the buttons all go to the same place, putting in more than one can trigger choice paralysis for readers which is exactly what you want to avoid.

Use very few images: Keeping in line with the theme of simplicity, having only a few images keeps your email from being cluttered and reduces the likelihood of something going wrong and not loading correctly. A single powerful image is much more effective than many less-compelling ones anyway, so stick to as few as you can.

You can see how great your email looks on mobile devices by trying ReachMail for free.

How does your email compare to the competition?

“Is my open rate good?”, “What’s too high for spam complaints”. These are questions we get all the time at ReachMail and the short but unsatisfying answer is “it depends”

A first start is to compare your metrics vs the competition. Our friends at ReturnPath have just published a study comparing seventeen different industries and how each industry performed according to selected metrics. Here’s the chart:

How to interpret the data?
You’ll notice right away that ReturnPath has some different metric names than ReachMail. For example:

Read Rate – is similar to open rate but it’s not exactly the same. In fact it’s always going to be higher than your ReachMail open rate. Why? ReachMail measures opens by placing a tiny invisible pixel linked to a web link open counter on your email that measures each time that link is opened. This pixel is technically an “image”. What happens if someones email settings are “images off” and they open your email. In ReachMail we won’t count it. ReturnPath actually monitors real inboxes and can tell who “read” the email even with images off.

Complaint Rate – your ReachMail Spam Complaint rate is calculated the same as ReturnPath’s – the rate at which your messages are marked as spam.

Space Placement Rate –  this can be only determined if you can see into the actual inbox of individual subscribers. ReturnPath has a system to do just that. This information is not available in ReachMail – however you can use open rates as a proxy for spam placement rate.

Delete before Reading rate – means that the subscriber didn’t just ignore you – they deleted. This is not available in ReachMail however it’s an interesting metric by industry

Forward Rate – generally this metric is extremely small for almost all industries but it does indicate interest. At ReachMail – we do see this substantially higher for business-to-business marketers indicating recipients share your offer to colleagues.

Heatmap Report – Check Out the New ReachMail Feature

ReachMail has rolled out an enhancement of our reporting to visually enhance your understanding of your subscribers interaction with your email marketing campaign.

With heatmap reporting for email marketing, you can see at a glance where and what links your subscribers are clicking on. Moreover – your eye can zero in on the “red hot” areas that are irresistible to your subscribers. Here’s a real life example from
Haix North America the world’s leading manufacturer of functional footwear for fire services, the police & armed forces, the forestry & hunting sectors, rescue services as well as workwear.

There are two ways to access this report.
From the dashboard – look at RECENT CAMPAIGNS, then click on the chart icon 

Or Click on the Reports tab, Campaign Reports then highlight the campaign you want to see a heatmap for.

Keep in mind that the heatmap focuses not on open rates but arguably a more valued action – clicks. The heatmap shows the hottest links to be the link that made up the highest percentage of clicks.

While you’re at the reporting page makes sure to compare your open rate to the click rates and always monitor your opt-outs and spam reports for any significant changes.

Questions? Email