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Let John Arnold show you how to get the most out of email marketing campaigns. This course offers strategies for building a quality list of subscribers and maintaining a company's brand and reputation by complying with spam laws, creating valuable email content, and ensuring emails are branded consistently. It also covers crafting marketing emails—from format and design to content—and analyzing the effectiveness of email campaigns.
Lots of people check and read their emails on mobile devices such as smartphones and tablet devices, so it's important to consider these devices when creating marketing emails. Specifically, there are three things to consider when you send emails to people who are likely to read them on mobile devices. First is the fact that most people access the same email inbox with smartphones, tablets, and computers, so you shouldn't design emails for smartphones without thinking about how the designs will work on computers and tablets.
Second is the usefulness of your email content to a person on a mobile device. When people are using mobile devices to read email, they are more likely to be sorting through emails and deciding what to open now, what to save for later, and what to delete immediately. The more useful your email is in a mobile context, the more likely your email will be opened immediately or saved for later use. For example, if your email contains a coupon that the recipient can show in a store to receive a discount, it's more useful in a mobile context than an email that asks your recipient to go through an online order process that involves a lot of typing. That may be easier on a computer keyboard.
The third thing to consider is how the email will look and function on a mobile device. Smartphones have much smaller screens than computers and it's often frustrating for people to scroll around to find links, text, and images. The most effective mobile email designs take advantage of the upper-left portion of the email. That's because most mobile devices either display emails beginning with the upper-left portion of the email, or they display the whole width of the email on the screen, requiring the recipient to zoom and scroll to specific sections of the email.
When people zoom and scroll, they often start in the upper-left of the email, at least in countries where people read from left to right. Here are some examples of the types of content that can be effective when positioned in the upper-left of your email. You can place your logo or the name of your business in the upper-left. You can begin your email message with the main headline at the top of your email. Images in the upper-left can be effective too, but you might want to make sure it's small enough for some text to fit next to it or below it to encourage people to scroll.
You can place navigation links in the upper-left so people can quickly scroll and click to the content in your email or onto a website. Remember that navigation links are necessary only when your email has lots of content that your audience has to scroll to view. If you decide you need a table of contents because the amount of content in your email is so large, then take a moment to think about whether you're sending too much information in a single email in the first place. Cutting down your content and increasing your frequency might be a better solution to making your emails easier to navigate on a mobile screen.
Hopefully your email content drives people to take action and when they have a mobile device in hand, those actions need to be as mobile friendly as possible. I hope you'd join me for the next section of the course where I show you how to create mobile friendly calls to action for your mobile friendly emails.
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