Following up on our previous post “How to Make your Email Mobile”, ReachMail brings you our Infographic on what to avoid on mobile campaigns “7 Ways to Run an Unsuccessful Mobile Email Campaign” All the more timely since ReachMail statistics show that over 40% of emails are opened on mobile devices.
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Have you read email on your mobile device? If you have you keep a lot of company. The latest ReachMail stats show that 41% of emails are now opened via mobile devices and 91% of smartphone owners access the same email account on both mobile and desktop. We see evidence that your customers read their email on their mobile devices then take action later on tablets or desktops/laptops. You do need to make some adjustments in your email designs to make your email readable and clickable.
Following are tips to get you started with your mobile email strategy:
- Keep in mind the different resolutions of various types of phones. On a smartphone, the average resolution size is 400 pixels, whereas on a standard phone, the resolution can be as low as 128 pixels. With this in mind, remember not to use large images that may take up the whole screen or disrupt your formatting.
- Make sure the fonts are legible. For body text, use at least 11 pts; for headlines, use at least 22 pts.
- It’s highly recommended that your call to action be in text rather than an image. Have your call to action at the top: It should be easy to read and will be seen immediately. Don’t forget to make the text “tappable,” leading to your company’s website or a specific product page. Apple’s iPhone Guidelines recommend a minimum tap size of 44 pixels wide by 44 pixels tall.
- Alt-text displays descriptive text of an image. By default, images are blocked on mobile devices and therefore prompt the user to turn images on. Adding alt-text for your images is a must.
Keep an eye out on your reporting and after you implement these strategies watch the clicks by mobile devices. This reporting and all our other features come included with ReachMail, where you can get free email marketing for life.
One of the most enduring ways to reach new customers is through trade show marketing. Unlike print and direct mail marketing, spending on trade shows continues to increase. For a marketer, visitors to your booth can potentially be a gold mine. However, keep in mind that the vast majority of attendees will only show mild interest in what you’re selling; few will be highly engaged in your product. As a result, only those few will be open to engaging with your business. So, after the trade show is over, it’s important to continue the relationship with the customers that did show interest in your products or services.
Most email service providers, including ReachMail, require that you have permission from your email subscribers before sending an email. This opt-in permission prevents spamming and allows businesses to grow a list of customers that are actually interested in their company. Furthermore, opt-in email lists are significantly more effective in reaching a company’s target customer.
Receiving a business card at a trade show booth is not nearly as strong of a permission as a customer personally entering his or her email address online. However, if an attende at a trade show offers up his or her business card, it is likely that he or she is interested in your business and would like more information. Therefore, it is reasonable to believe that receiving a business card is permissive and constitutes a valid opt-in, albeit provisional.
Here are some best practices to incorporate into your email campaign strategy following a trade show:
- Prepare drafted content for outreach follow-up that features a call-to-action offering engagement opportunities. If you’re launching an email campaign, consider a tool like ReachMail which allows you to create and send free email marketing campaigns.
One Week After
- Make contact soon after the tradeshow. If you wait longer than a few weeks, the customer’s memory might fade and/or interest is lost.
- Keep the email content related to your interaction with the customer. For example, if a vendor expressed interest in a particular solution, a general email will annoy them.
- Segregate top prospects and contact them with a personalized email directly from a sales contact referencing their particular challenge, and emphasize how your solution can help.
- For more general contacts, tighten up and finalize the rough draft that you prepared prior to the trade show. Again, the emphasis is on engaging the customer with tactics such as webinars, surveys, personalized product demos etc.
- In all emails, offer an opt-out option so you don’t continue to contact any disinterested customers.
One Month After
- Send the attendees a sample email newsletter and ask them to formally subscribe.
- Download and export any emails that engaged with either of your email campaigns, as these recipients are safe for you to continue your outreach. For those emails that have not engaged in your campaigns, take them off of your subscription list. Further contact could generate spam complaints that will compromise your deliverability.