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!
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
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.
Hong Kong, May 5-6, 2015
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