5) Design/write for mobile first - this allows you to keep your keep your focus on action-oriented content and will increase your conversion rate. Econsultancy offers good examples of what a responsive email should look like as well as what to think about when getting started on responsive email design:
6) Know your customers. Do you know how many of your customers need responsive email design? Is this question included on the Web sign-up page? If not, you should ask.
7) Now that your templates have been created, continually test everything from design, keywords, and content to imagery in order to stay ahead of your competitors. Once your responsive templates are optimized, GetResponse gives us some great email principles to keep in mind:
Responsive email is more than just another marketing trend and is a reality as more consumers move over to everything mobile. Mobile has changed the way we consume content and it's important as marketers that we make information easily accessible to consumers.
Discovering better ways to keep your audience interested is always an exciting challenge. Redesigning your email can be a daunting task but the insight you can glean is priceless - test, optimize, and repeat to determine what you can do next!
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Kevin Gibbons is Managing Director of digital marketing agency BlueGlass UK. A highly respected blogger on search engine marketing and social media, Kevin also speaks frequently at leading industry events.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT