With hundreds of different email clients and potential devices, how can an email marketer find out what information customers are actually seeing and what information is lost to the reader’s eyes? In this video tutorial, Mike talks about a process to find out the likely screen size your readers are using to view your emails and how these considerations come into play when figuring out how your messages will look and read. He then provides a helpful tool to allow you to see what readers will see, no matter how they’re coming to access your message.
- [Voiceover] One of the first questions…our flower company Hansel and Petal…needs to ask before they create a single email…is how much room they have to present…their information.…Namely, how big should their window be.…If the majority of their users are…looking at their website on an iPhone,…that means they really can't go…with a two column approach, can they?…Since that looks really weird on a cell phone.…Conversely, if their users primarily…look at their website and content on iPad,…they could be looking at it in…either portrait or landscape mode.…Changing how pictures appear.…
A crucial part of your email program setup…is understanding how your users consume your content.…While we do touch upon how to find out…what devices they're looking at,…say you haven't sent a single email.…How can you find out what size view port…they're most likely to view your emails on?…Just like in most life situations,…Google has the answer.…Google Analytics to be more specific.…If you don't have a Google Analytics account…integrated into your website strategy,…
Optimization strategist Michael Duquet helps you take your newsletters and eblasts and refine them into targeted, revenue-generating emails that your customers actually want to read. He walks you through choosing the best tool for your company, defining your micro and macro goals, and creating a believable sender persona. Then, he goes deep into segmenting: creating granular lists based on demographics (such as geolocation, gender, income, or industry) and behaviors (such as purchases, emails read, or clicks). He also reviews the best practices for mobile emails, including eye flow and the role of images and video. Finally, he shows how to perfect your engagement with tips on writing effective subject lines, placing your calls to action, and sending emails at the right time.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Setting up email for the best screen resolution
- Getting the right email marketing tools
- Defining the customer contact journey
- Sending onboarding emails
- Researching emails
- Segmenting emails
- Building your persona
- Optimizing emails for mobile viewing
- Optimizing the subject line
- Sending email at the right time