Email viewing on mobile devices continues to rise. Design your email campaigns mobile first.
A former client recently came back with an exciting new project: to help them refresh a 40+ year old brand in the travel and tourism industry. My answer was an immediate yes as I just love a fresh (re)start. The company name was well recognized in their industry, but as a new generation of leadership was coming in at the helm, it was time to breath some fresh thinking into the company’s brand identity.
The work we’ve done over the past 6 months has been a fun, fast-paced journey. Once we had the new logo designed, the positioning defined and the style guide created, it was time to take our new look to market.
And email would be our primary tool. This client uses the Constant Contact platform and I’m a huge fan of their simple design tools, analytics and extremely helpful 24/7 live support. High fives to the two customer service people who have taken my calls recently!
Coincidentally one of my favorite podcasts Copyblogger was talking about the continuous reign of email marketing. They noted it is still the #1 preferred method by companies and customers alike for business communication. And that includes Millenials and Gen Y (contrary to what you may think, ahem text messages).
A few key takeaways on the current state of Email Marketing from Hubspot’s recent report:
Segmentation and personalization is the future of marketing and email marketing is the best platform for this. Again, Copyblogger noted a 760% increase in revenue who do segmentation (means you’re speaking to specific audiences)
Recipients are 75% more likely to click on emails from segmented campaigns than non-segmented campaigns. (MailChimp, 2017)
Emails that display incorrectly on mobile may be deleted within three seconds. (Campaign Monitor, 2018) (Source: )
About 49% of businesses use some form of email automation. (Emailmonday, 2018) This will only keep growing as marketing technology becomes easier and easier to use for the small business sector.
Responsive design is a must. Mobile now makes up the majority of email opens (Litmus)
78% of consumers have unsubscribed from emails because a brand was sending too many emails.
So while email marketing is still the best channel to speak to your audience, don’t overdue it. Set up a cadence that is reasonable for you to execute and that satisfies (not annoys) your recipients. And remember it’s an omni channel world out there—email alone won’t break through all the noise. Your brand voice must be heard and remain consistent across social, email, website, video (whatever channel you choose to focus on). However, your tone can change depending on the audience segment you’re speaking to and channel you’re using to reach them.