The prime real estate in your mobile email campaigns
When it comes to real estate, I know about all that HGTV offers: Houses cost more in Canada, unoriginal wood floors are a bummer and you can always paint over it. Prime real estate is a simpler market to master in email: According to eye-tracking studies, the top-left section is where readers are drawn, crown molding or not.
What does this mean for your mobile emails? Responsive design means that your email content arrangement shifts based on the device – mobile, tablet or desktop – being used to view it. Two-column layouts are rearranged into one, and with Emma's responsive readymade templates, the thinking is already baked in for you: the column on the left will stack on top of the column on the right. So if you've got something important to say, place it there.
Designing for the smallest screen gives your content its best opportunity. While creating an email campaign in Emma, you can shrink the width of your web browser to preview how the campaign adjusts and make sure that your main message is at the top-left, can’t-miss section.
Even better, test on a variety of devices themselves to better understand your customers’ experience viewing, scrolling and clicking. And every Emma account will soon have a built-in mobile preview feature, making it even easier to consider your mobile readers while adding and arranging your content.
Return Path, a leader in email intelligence solutions, found that people do more shopping on their phone, ordering high-ticket items on their mobile rather than tablet or desktop. Additionally, they make more purchases using their phone when at home than out and about, meaning they opt for the mobile experience when another means may be available. That means good things for your marketing push, considering Return Path reports that open rates on mobile devices went up by 300 percent from October 2010-2012.
What’s working for you in your mobile marketing? We’d love to hear the trends you’re spotting – Share below!