There is a lot of great advice from some very smart people out there about how to write effective headlines that will grab your readers and pull them in. You can take entire courses on this subject, such is its heft. That’s not this blog. I have just one tip for you. What I think is the single biggest secret to writing great headlines. Continue reading
A recent study by Yesmail Interactive showed that nearly half (48.64%) of people receiving marketing emails are opening them on mobile devices. Of those recipients, only 11% were clicking a link. Whereas 22.5% of those reading those same emails on a desktop are clicking.
When you look at the industries I’m familiar with, the numbers are even worse.
- B2B: 40% are reading marketing emails on their mobile device and 7% are clicking a link.
- Financial Services: 51% opening and 2% clicking. Banks and insurers, let that sink in…
What this all points to is that, if you are not optimizing your email for mobile, you are doing email wrong.
With the growing penetration of smartphones and tablets this is a warning signal for businesses. Too many companies are primarily focused on the desktop experience. Probably because its the easiest environment to test for, and some misguided assumption that their audience is the exception.
To reach this audience, you have got to consider the mobile experience in your email campaigns. That means both design and content.
Here are a few simple tips for creating successful email campaigns for smaller screens:
- From trumps subject – on mobile devices the from line is more prominent than your subject line.Spend time sweating this to make sure your audience will recognize you
- Subject lines – keep them brief and ensure the keywords that will grab your audience are near the beginning
- Phone #s – If your audience is opening your email on a phone, they should have easy access to call you with a single click. Include your phone number prominently in every email
- Small screens = simple design – Have you ever tried to read a website created for desktop viewing on a smartphone? It’s not pretty. Don’t make this mistake on your emails. Keep design simple and make the links stand out
- Don’t forget the destination – getting your audience to click a link on their mobile device is part of the battle, but if they hit a landing page not optimized for mobile you will ultimately lose that battle. Make sure your landing pages are also optimized for mobile viewing
There is a lot more you can do, but it all starts with recognition that your audience is mobile and your email should be as well.
Here’s what it said:
“Protect your investment in [Association X]. The information contained in [Association X] News is paid for by your membership dues. Please protect your investment by refraining from sharing this information with non members.”
Why did this little disclaimer, or warning, get me so hot under the collar? I think it was because I hate watching people make silly mistakes because they aren’t paying attention (my wife, by the way, will tell you this is because we hate most those negative traits in others that we have in ourselves, but that’s an entirely different blog post).
I lose sleep trying to figure out how to get people to think exactly that about my company, and to share the information with others and here is someone asking me not to do that.
A little background: The organization that issued the email in question is an industry association. The email was an installment of their regular email newsletter where they recap industry hot topics and tell members what the association is doing (justifying the membership fees). There is nothing very sensitive in the content and I have never seen anything particularly proprietary.
I cringe a little bit when I think of the opportunity being lost. The newsletter does have some good information. I find it a valuable source to catch up on issues I want to keep abreast of. I think the content they share does a decent job of positioning them as experts in the industry.
What this quote says to me is that the organization feels that information in this email newsletter is so important, no one should get it for free. That it is more important to keep it a secret than to use it to grow revenue. Fine, some information should be paid for. Creators of original content should feel free to charge for it. But if your information is so valuable, why put it in the most shareable form of communication and admonish people for doing what comes naturally?
Years ago, while I was still in journalism school, I was the person who put together the (then printed) newsletter for a different association. I shudder to think that someone would think what I pulled together each month was the true value the organization had to offer. If they did, I was savagely under paid.
At a deeper level, I think this suggests there is a command and control type of information-as-power-philosophy within the organization. That bothers me even more because I deal with that attitude all the time and it just so ridiculously counter productive. I’ll save that rant for another day, though.
How much should we share, though? There are new platforms every month to share information on. No limits to the thirst of those looking for information. How much should we give away? When does it become counter productive to growing our business? Please share your thoughts, I’d love to hear them.