Tuesday, July 7, 2020

Lessons from Mobile Matters: Email Is Here to Stay

We know not to do it. It’s almost never right and usually leaves us feeling disappointed in ourselves for falling into the trap. I’m talking about clicking on clickbait headlines, everyone. Like I was saying, sometimes when we see a headline that is so shocking, our prying nature takes over and we fall prey to a clickbait headline we know is a false statement. A popular headline that captures many marketers is, “Email is dead”.

Marketers, we know better than this! Email is very much alive and it’s not going anywhere any time soon. So when Chad White, Head of Research at Oracle Marketing Cloud Consulting, confirmed email is here for the long haul on Mobile Matters, it was music to our ears that someone is putting these ridiculous headlines to shame. So let’s break down why you won’t be waving goodbye to your email marketing strategy for the foreseeable future.

Everyone’s Doing It

Name one person without an email. OK, your grandparents might be the exception to this rule, but for the most part, everyone’s got one. And if you’re like me, you might even have three different email addresses. So we’ve established that everyone’s got email. When you’re ready to check out at a retailer, what’s one of the first questions they ask you? Usually, it’s “What’s your email?” Consumers happily hand it over because of the promise of exclusive deals. Would you be as eager to hand over your phone number? My guess: you guard your phone number a little more closely than you do with your email address. Email is THE channel consumers want to receive updates from your brand.

Not only is email the preferred way for consumers to hear from your brand, but it’s also got a high ROI. Ready to have your mind blown? Email is currently driving a 38 to 1 ROI, making it one of the most effective channels to marketers today. 🤯  It’s also quite the anomaly in the tech-world – no one owns email. There’s not this giant paywall that threatens to eat up your budget. If email isn’t a part of your mobile marketing strategy, what other proof do you need to incorporate it?

If You’re Going to Do It, Do It Right 

How are we in the year 2020 and I still receive emails that aren’t mobile friendly? This truly boggles my mind. With my work email being the exception, I open 99 percent of my emails on mobile. I’m a part of the 80 percent of people who will automatically delete an email if it’s not optimized for mobile. But let me be clear when I say that an email that’s mobile responsive is not the same as mobile-friendly.

So what do I mean by that? It’s text that users don’t have to hold two inches away from their face to read; buttons that a normal, adult-thumb can press; and contrast ratios that you can read when you move your home office outside. Here’s some tips to keep in mind when designing your next email campaign:

  • Keep it short and sweet: No one wants to read a memoir on mobile. Keep the copy to a minimum.
  • Spread it out: Avoid accidental click by having enough distance between clickable content.
  • Make it big: Fonts should really be about 16-22 point font.

Do I Sense Fear in You?

I’ve lost track of how many email campaigns I’ve sent out in my career, but you would think after a couple I would stop feeling like I was going to pass out every time. I reread the email no fewer than ten times, make someone else read it, and then count to three before I hit send. While this might be a more dramatic version, I know I’m not the only one who’s stomach gets tied in knots before hitting send on an email campaign. But having fear is OK. In fact, if you weren’t the tiniest bit afraid before hitting send, I would think you were a robot. Chad reminds us that having fear means we care and take what we’re doing seriously.

The list of what can go wrong when sending out an email. And guess what, everyone? Having a mistake in an email won’t cause people to unsubscribe. We’re all human. And your apology email could actually win over some folks. Take a look at this brilliantly written apology from a brand that may have forgotten to write the second half of the email. We are not perfect beings and neither are your subscribers. Go easy on yourself the next time you hit send (I need to write this down on a sticky-note). 😅

Email has weaved its way into our lives and won’t be packing its bags anytime soon. If you want to witness the success that email holds, review how your emails are coming across on mobile. Be sure to use our Mobile Design Swipe File for a little inspiration for your next email campaign or mobile app.