The end of 2016 brought a lot of tasty changes to email. Gmail made huge strides with their various email clients by making the decision to support media queries and embedded styles. Outlook shocked everybody when they decided to truly engage with the email community by opening a channel for feedback to help improve their products. Interactive email has become the new bling that every marketer wants to add to their campaigns, but remains challenging to implement.
So now that 2017 has rolled in, how should you make sure you’re not sending tasteless emails? Let’s run down the list.
GOOD FOOD SPOILS, SO DOES GOOD CODE
It’s okay to party like it’s 1999, but don’t code like it! We’re seeing more advanced coding techniques as more mobile clients offer HTML support, so take advantage of the uprise and start getting creative! Web and mobile clients are easy to update, so big moves like Gmail’s update will happen surprisingly fast.
Clients like Outlook, however, will continue to hold back email development for a little while longer. That delay stop the flood of new techniques and more engaging emails. Thankfully, Microsoft has already shown interest in fixing some of the issues with Outlook so coding for Outlook should become a thing of the past!
FILL THEIR PLATES AND THEIR INBOX WITH YUMMY, ENGAGING AND PERSONALIZED CONTENT
Hyper personalization was a powerful tactic with a growing number of followers in 2016 and the returns for a carefully personalized email can be staggering! Most consumers today expect experiences that are tailored just for them, content that looks fantastic and applies to their specific interests.
If you’re ready to go beyond creating basic email audiences based on bland shared characteristics, dynamic content is the next level when it comes to personalization. With dynamic content, you can send one campaign, one time that is optimized and targeted to every single user by leveraging subscriber data and behavior. While you should still leverage these two tactics, there’s a new kid on the block named Big Data and he’s about to change the email game when it comes to relevancy.
Before, people knew about Big Data, but not how to apply it. Now, with these companies and technology, sending the right email, at the right time, to the right person isn’t a pipe dream anymore; it’s a reality. Not only does sending more relevant email help with conversions, it will also help with your inbox placement!
Email certainly isn’t dead, but batch and blast sure is.
MAKE IT MOBILE!
In 2016, mobile has dominated the web views; in website visits and emails. This means that marketers must create an incredible mobile experience, from the subject line to the landing page. As the market share of mobile continues to grow in 2017, businesses and email marketers need to invest in mobile rendering now to pay off din the future.
So how do you make your emails irresistible on mobile?
Use media queries to make sure your layout and font size fit the screen perfectly. For most users, media queries should now work in the Gmail app as well!
If you’re worried about your email not being responsive everywhere, try fluid hybrid design instead. It can be a bit of a challenge to get used to, but it creates fluid layouts in every device and app.
COOKING FROM SCRATCH ONLY WORKS IN THE KITCHEN
Good email production takes a huge amount of time when you build from scratch over and over. Instead, find a recipe you love and just modify it each time. Build and test a few trusty templates then reuse them as much as you need them. For a more flexible approach, consider switching to modular design. This technique can save you loads of time while allowing for some flexibility in the design of your emails. With modular design, each content block can be coded as a standalone “partial” or chunk of code. Then you can drop any number of these chunks into the “frame” of the email in any order. This lets you mix and match content blocks on the fly to create the look you need for each email.
IT DIDN’T TASTE BAD, THEY JUST WEREN’T HUNGRY
Hey, unsubscribes happen. Don’t beat yourself up about it! You don’t want to keep disengaged readers on your list so make sure your unsubscribe link is clear and easy to find at the bottom of the email. Not only is this link illegal to hide, but it’s just an added frustration for users.
If you’re able to create one, a preference center is an even better option to present customers with. Preference centers truly put the power of choice back in the hands of the readers. This allows them to stay in touch on mailings they want to receive but unsubscribe from those they aren’t interested in any more.
Hard as it might be to part with a few contacts on your list, a period reengagement campaign is an excellent way to trim dead weight from the list and improve metrics across the board. Just segment out those readers who haven’t opened or clicked an email for a few months and send them a campaign to confirm they want to remain on your list.
Use these tips to make 2017 work for you! Email marketing is the best way to nurture, grow and engage your clients!
If you want help, please let us know. We love to help create delicious inbox treats!