Building responsive emails can be a time-consuming task for any email team, especially if you have to code each element by hand. If you’re not that familiar with HTML or coding in general, you’ve got your work cut out for you.
And when it comes to responsive email design, the competition isn’t waiting. Companies are on totally different levels in adopting responsive techniques. While many marketers make sure that each email is responsive, 42% say they rarely or never create responsive emails.
It’s time to change that! Join Litmus and Movable Ink for our webinar, “How to Build Next Generation Responsive Emails,” on Thursday, April 30 @ 1-2pm EST to learn exactly what goes into building a responsive email – and what responsive emails need to look like in a world where 66% of email opens are happening on mobile devices.
It’s well established that visual content is often much more appealing and effective than plain text when it comes to engagement and conversions across all customer touch points and marketing channels.
This holds true for products on eCommerce sites, social media posts, content marketing and email campaigns.
For example, research has shown:
– 60% of consumers are more likely to consider or contact a business when an image shows up in local search results
– 67% of eCommerce consumers say the quality of a product image is “very important” in selecting and purchasing a product
– The engagement rate on Facebook for posts with photos is 37% higher than text-only posts
But how can email marketers add context to the equation to further increase customer engagement and conversions?
This is the question I’ll be covering at the upcoming LDV Vision Summit on May 20.
This week, we’ve been talking a lot about responsive email design and showing examples of travel and hospitality emails that are using different elements of dynamic, contextual content.
Meanwhile, there’s been a renewed focus on responsive design in general. Google’s mobile algorithm update on April 21 is set to cause something of an SEO apocalypse among websites that aren’t mobile-optimized. Econsultancy recently released an exhaustive report on UK email use and Experian broke down the challenges and opportunities in the digital marketing landscape this year.
Here are those three stories for some light weekend reading:
We’ve all gotten emails that haven’t exactly “worked” on our phones. Usually, we delete them without giving them a second glance. Even if they’re responsive emails, there’s another problem: they look good, but they’re still hard to use.
That’s why device detection for responsive emails is so important. Mobile is a predominant force in email, but creating emails that can actually detect – and react to – different devices can be tricky.
With the right technology, you can actually create emails that detect and display different content depending on the device on which they’re opened – from Androids, Windows Phones, iPhones, tablets, and desktops alike.. all without the complicated hand-coding that’s usually involved.
Summer is just around the corner, which means that vacation season is about to officially begin. Hotels, cruises, and airlines are all starting to ramp up their marketing spend to get in front of potential customers and this year, as with every year, email marketing is going to play a big role.
Of course, your competitors are going to be sending a ton of emails, too. So how can you make sure that your campaigns stand out?
Well, some brands are starting to create emails powered by contextual marketing. That means building elements of emails that change in real-time – whether that means weather forecasts to help guests prepare for their stay at a hotel or seating charts that get updated in real-time right within an email.
Next generation emails are all about responding to not just what devices need, but what customers need in that moment. But what does a “next generation” email look like? And how are travel and hospitality brands using them today?
We collected 12 examples of next-gen emails and put them together in our new lookbook, “12 Next-Gen Travel & Hospitality Emails.”
Ready to get inspired? Download it here!
Movable Ink’s CEO, Vivek Sharma, recently wrote a piece for Tech.co breaking down five tech solutions that can help boost a startup’s marketing efforts.
Touching on online advertising, multi-touch attribution, CRM systems, email marketing, and marketing automation platforms, Vivek offers a list of different vendors and tactics that can help any business looking to grow.
Want to read the full article? Check out “5 Tech Solutions to Boost Your Marketing Efforts on Tech.co.“
Enterprises have unique challenges when it comes to creating and executing email marketing strategies. When you’re sending out tens of thousands or millions of emails, any tiny thing that goes wrong can cost you a lot of money or even customer loyalty. But what are some of the key pain points in enterprise email marketing today and how can brands overcome them?
Movable Ink spoke to six different experts about the kinds of obstacles bigger companies face today and which kinds of enterprise email marketing strategies are most effective:
In the world of email marketing, an A/B test is one of the most important tactics for delivering the best possible email to your audience. A tiny difference in a subject line or a slight change in copy can make or break an entire email campaign.
But whenever you A/B test in email marketing, there’s a problem – part of your list gets the losing creative. If you find out that one image or set of copy really outperforms another, that means you miss out on potential sales and never realize the full power of the winning email.
Real-time emails can fix this. By allowing email marketers to change the content of an email after send, real-time emails can fundamentally change how A/B testing is done. At Movable Ink, an element of our contextual marketing platform can perform real-time A/B testing that we call “creative optimizer.”
Here’s how it works:
It’s Spring! The sun is starting to shine and flowers are starting to bloom. But in a lot of ways, email marketing strategies are still in the same old rut as before. Emails are effective, but few brands are trying anything new with them.
This Spring is the perfect time to change all of that. First, email marketers should think about how to renew their responsive email strategies.
According to Pew’s research around mobile device and behavior, phones have become tools for everything from public transit to banking and job searches. So for marketers that means when you’re creating anything digital, it’s no longer an option to ignore responsive design.
This also has big implications for a customer’s relationship with a brand’s responsive emails. When customers are using their mobile devices for so many different things, how can your emails fit to suit their current needs?
In our eBook, we cover how brands can start to do that.
Download Re:New Responsive Email Strategies and you’ll learn:
– How customers are using mobile devices today
– How marketers need to think of “responsive” in a mobile-first world
– Five different ways you can create next-generation responsive emails
This is a guest post from Carl Sednaoui of MailCharts.
Here’s a dirty marketing secret: some companies send the same exact email more than once. They might change the subject line or send time but it’s the same copy, same images, and same calls-to-action.
Take a look at the graph below to see how popular this email marketing technique is across industries: