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6 Mistakes You’re Making With Your Mobile-Friendly Email Campaign

6 Mistakes You’re Making With Your Mobile-Friendly Email Campaign

Practical Marketer • October 16, 2019

Smartphones are ubiquitous in today\'s society. Most people can\'t imagine going more than a few minutes without having their phones nearby. The widespread adoption of these and other mobile devices is good news for marketers who want to reach out to people in an accessible and effective way. You can send emails that people read and otherwise engage with on their mobile gadgets. That matters because: Many people receive push notifications from their email providers and are alerted to new messages immediately. Individuals often carry their mobile devices wherever they go and may be more likely to read content during downtime, such as while waiting for appointments. More internet traffic comes from mobile devices than desktop computers. Handheld devices let people engage with content during times when computer usage may be unfeasible, such as during road trips and at concerts, festivals and sporting events. Most of the world\'s population will solely use smartphones for internet access by 2025. You cannot ignore the rising popularity of mobile devices and should make creating effective campaigns for people who use them a priority. However, even carefully planned mobile-friendly email campaigns can backfire. Here are six blunders mobile-centric marketers should avoid. 1. Showing Insensitivity to Events One of the best practices for email marketing is to connect content to well-known events. You could even do it in a broad sense by talking about summer getaways when seasonal changes bring warmer temperatures, for example. However, trying to connect with people by talking about relatable things can also go wrong. Adidas learned that the hard way in 2017 when it sent out an email with the subject line, \"Congrats, you survived the Boston Marathon!\" Ordinarily, that would have been an effective way to reach out to people who trained for the big event and wanted to treat themselves to some new athletic gear. However, Adidas overlooked the 2013 Boston Marathon bombings that killed three people and injured hundreds of others. Although several years passed between the time of that attack and when Adidas set the message, the brand received flack on Twitter for its choice of words. [caption id=\"attachment_42254\" align=\"aligncenter\" width=\"956\"] Image Source: https://twitter.com/mikd33/status/854377690408906753/photo/1[/caption]   Adidas soon posted an apology on the social media platform and recognized the insensitivity shown in the subject line. [caption id=\"attachment_42258\" align=\"aligncenter\" width=\"935\"] Source: https://twitter.com/adidasUS/status/854422872944771073/photo/1[/caption]   Something that\'s both good and possibly bad about mobile email campaigns is that they can reach people all over the world in a matter of seconds. That\'s why you must be extremely careful to consider the possible ramifications of the words or phrases used, even if that means thinking about the consequences of common expressions. For example, people often say they survived a tough day at work, a drama-filled dinner with relatives or a marathon. Given what happened at the Boston Marathon in 2013, people were not ready to associate survival with the event — since some people there didn\'t live through it. 2. Subject Lines That Are Too Long or Overly Specific People may receive dozens or even hundreds of emails each day. If someone gets an email and immediately thinks, \"That doesn\'t apply to me at all,\" they\'ll likely get frustrated with the sender for cluttering up their inboxes. Sometimes, long or overly broad subject lines also get flagged as spam by email providers. The subject line above is an email sent to a person who signed up to earn money on the side by carrying out secret shopper assignments at local businesses. However, the requirements for qualified individuals are overly specific here — at least for a subject line. Participants must be within the given age range, plus be taking a trip to Arizona soon. Additionally, on a mobile device, the subject line got cut off after \"Help us.\" That means readers don\'t get to learn about the type of secret shopping opportunity, or how they could make more money by doing up to 12 assignments in a day, from the subject line alone. This email went to the spam folder even though the recipient signed up for the mailing list, too. It\'s difficult to say why that happened, but it could be that the two sentences in a row with exclamation points made the message seem like junk. You can avoid this mistake by making the subject line as brief and enticing as possible. Choose words to capture attention, and don\'t become so long-winded that people don\'t see most of the subject line in their email programs. Also, consider using segmentation to help people receive emails that apply to them. Going back to the screenshot example, a better approach would be to ask people how old they are when they sign up to receive messages from the company. Then, when the sender must recruit people who are a certain age, they could use segmentation to send messages only to people that fall within the desired group. 3. Too Much Data Without Supporting Visualizations Adding statistics to your emails can be an excellent way to position yourself as an authority or thought leader. However, readability is one of the hallmarks of a fantastic mobile email. Remember, people using smartphones or tablets digest the content on screens that are substantially smaller than what computers have. If they see huge chunks of text in an email, recipients will likely click out of it. However, data visualizations can make statistics easier on the eyes. In the business world, they support company leaders in making more confident conclusions about how to run their enterprises. Statistics show that 77% of organizations using data visualizations noticed improved decision-making. Visualizations apply to email marketing, too. If you\'re thinking about sending a data-heavy email, you might improve it by: Inserting an infographic that pulls the key points from a larger study Creating a pie chart that shows the top benefits people get from a product you sell based on a poll Including a line graph that illustrates the shifts in a trend over time Making a bar graph and using contrasting colors is another worthwhile method for email. Check out this example of a visualization that backs up the earlier information about how more people use mobile devices than desktops. It shows the email open rates for people on mobile or desktop platforms. [caption id=\"attachment_42257\" align=\"aligncenter\" width=\"949\"] Source: https://www.superoffice.com/blog/email-open-rates/[/caption] The company put this image in a blog post rather than an email, but you can immediately notice the eye-popping effects of selecting a red-and-blue color scheme. Visualizations make data easier to understand in most cases. However, for mobile specifically, long paragraphs full of statistics could overwhelm people as they read their emails. Think about using visualizations in an email to give a teaser of more available content. For example, you might provide a chart or two, followed by a link where people can download the full research paper containing the statistics cited in the email. 4. Using Clickbait Headlines Clickbait is headline content intended to get people\'s attention enough that they open the content and read further. Here are some examples of typical clickbait phrases and structures: This one food helped her lose 10 pounds in a month You\'ll never believe how much he saved on airfare with this trick The tax secret that led to a giant refund This common ingredient could help you fight diabetes The gadget that has everyone in the country talking Fight aging with this mind-blowing ancient remedy Clickbait headlines are familiar sights around the internet, but research shows they could decrease your email open rates. Using \"shocking\" and \"secret of\" in subject lines made people less likely to open them. It\'s also easier than you may think to emphasize shock value so much that it makes recipients feel frightened, then angry. See the email message below that BuzzFeed used to drive traffic to an article about people making mistakes on the job. [caption id=\"attachment_42256\" align=\"aligncenter\" width=\"949\"] Source: https://zapier.com/learn/email-marketing/email-marketing-mistakes/[/caption] The \"Hi, You\'re Fired\" subject line is enough to make anyone\'s stomach lurch with sudden dread. The BuzzFeed representative responsible for it confirmed that the message was one of the most-opened emails BuzzFeed had ever sent at the time. However, it\'s not difficult to see how using such a fear-inducing subject line could make people upset. They may even conclude that BuzzFeed betrayed their trust. Since distributing that email, BuzzFeed established a policy that focused on delighting readers first and foremost. It\'s best to steer clear of clickbait altogether in your mobile marketing campaigns. People are now so accustomed to it that it makes them weary. Moreover, the research above suggests it could make people less likely to open emails. If you do choose to use it, never use a strategy that makes you seem callous or out of touch with your users. It\'s OK to use urgency when warranted, such as when promoting limited-time offers. Just don\'t structure your headline to make people click out of anxiety or desperation. 5. Incomplete Content If you\'re working on a tight schedule or don\'t have enough team members to check emails before they go out, embarrassing oversights are more likely to happen. Recipients may think you\'re unprofessional or confusing. Take a look at this subject line from a band that sent out a message to tell fans about its upcoming tour. However, it falls short of the intended emphasis by merely saying, \"We are excited to get back on the.\" The \"We are excited\" part might make some people interested enough to click inside and read more. However, that\'ll likely only happen if they\'re devoted fans of the group who care about what happens in their career. If the subject line was complete, there\'s a strong chance it\'d make even more casual fans click to read more about the stops on the tour. Because this subject line example is not very long, this mistake was probably an oversight. Similar errors can happen if you include an image that should have an embedded link but doesn\'t. Humans always play a part in email distribution, which makes it impossible to avoid missing content altogether. However, you can substantially cut down on it by having a thorough quality control process. 6. Image-Heavy Emails Many people who receive emails on their mobile devices want to restrict the data used. Depending on the plans they have, using too much could result in them receiving surprisingly high bills. That\'s not to say you should avoid using images, but think about whether you could convey your message without them. Until now, we\'ve seen examples of what not to do. Here\'s how you can create an attractive email without the images that could eat up a person\'s internet data allotment. [caption id=\"attachment_42255\" align=\"aligncenter\" width=\"893\"] Source: https://www.practicalecommerce.com/Email-Marketing-3-Examples-Good-and-Bad[/caption] The branded header is the primary graphic element. Plus, several characteristics help this email stand out without lots of pictures: The email was sent shortly before weather experts forecasted a hurricane to hit the recipient\'s area. It had short, scannable paragraphs. A bulleted list breaks down the benefits of hiring Roto-Rooter. The Schedule Service button follows a call-to-action to encourage readers. See how you could craft an impactful email without letting large images do the talking? An approach like the one above is ideal when addressing mobile users. You tell them what they need to know without making them download pictures first. Making a Mobile-Friendly Email Campaign That Resonates The six mistakes mentioned here happen more often than people think, but you don\'t need to make them too. Use this list as a guide while creating and implementing a mobile-friendly email strategy people will love.


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Everything You Need to Know About Creating Irresistible Event Marketing Emails

Everything You Need to Know About Creating Irresistible Event Marketing Emails

Practical Marketer • June 5, 2019

Event marketing encompasses many strategies that get people to take notice, and email is undoubtedly part of the mix. Keep reading to learn how to create emails people can\'t wait to read. Why Do Event Marketing Emails Matter? Many marketers wonder if email is still relevant. After all, more high-tech ways to spread the word exist, ranging from virtual reality experiences to podcasts. But, various studies show email still gets results. The number of people with email accounts is growing worldwide. Plus, emails give senders opportunities to segment their information for certain groups. Concerning an event, you could send out targeted emails to encourage people to buy tickets, download the schedule or help them book hotels in the area. That level of flexibility means a well-run email campaign could be a valuable element that helps an event succeed. But, what separates an excellent marketing email from a \"just OK\" one? Optimize the Emails for Mobile Devices Research indicates most people read emails on mobile gadgets. That means event marketing emails should ideally have some mobile-friendly characteristics: Short paragraphs Headings or bullets to help make the content scannable No large images Fonts and sizes that are easy to read on small screens Links that take people to websites where they can learn more details later Not surprisingly, all or most of those best practices apply to online content in general, regardless of the device people use to read it. Whenever you format marketing emails or create the content for them, know that although not all of your readers will see the content on mobile devices, most likely will. Choose Subject Lines Carefully An email subject line may seem like a relatively unimportant part of the email. It\'s one of the smallest components, but marketers who don\'t craft their subject lines with intention will frequently find their content getting ignored. Several things could make an email subject line more appealing to the people who see it. Urgency: Use words and phrases like \"soon,\" \"act now,\" \"don\'t miss out, \"limited time\" and \"hurry\" to convey the idea that people need to read the email to avoid missing something crucial about the event. Personalization: Something as simple as including the recipient\'s name in the email subject line could bring the message to their attention. This strategy works best in cases when marketers already have well-established relationships with the people getting the emails. Otherwise, the subject line may seem too personal and a bit creepy. Offers: This part of a subject line works well with the urgency suggestion above. Free things and percentages off are perks that could make a person decide they need to respond to the email to take advantage of an offer they don\'t want to pass up. Brevity: The marketing industry lacks widespread agreement about the best length for marketing emails, but it\'s usually best to keep them short and sweet. If a subject line becomes too long, it\'ll get truncated. That could confuse readers or make them think the email is not worth their time. Emojis used sparingly or not at all: Although marketers need not avoid emojis for event marketing emails in all cases, they should remember how easy it is to misuse them. For that reason, it\'s not ideal to add emojis to the email subject lines of business emails. They could give the impression of unprofessionalism or that the sender is overly casual. People use emojis to add context to what they say, which can make them useful in short messages, such as texts. But, due to a subject line\'s brevity, you shouldn\'t have the reason — or room — to provide context yet. That said, if using emojis fits with your company\'s tone, adding one to an email could strengthen the brand and get potential attendees more interested. Understand Relevant Email Metrics Creating emails people want to read also means understanding what\'s working well and when there\'s room for improvement. Doing that involves getting a handle on industry benchmarks for emails. As a start, statistics say the open rate for the entertainment and events industry is 20.41 percent. Fortunately, getting the metrics is easy thanks to the aptly named Benchmark, an email platform that gives real-time reports about email campaigns, plus allows users to interact with a drag-and-drop interface to create beautiful emails with customization and attractive templates. Apply the Rule of Three Many memorable groups or phrases come in threes. There are the Three Stooges and the Three Musketeers, plus things people say, like \"Lights, camera, action,\" or \"Ready, set, go.\" Barack Obama\'s campaign team likely had that in mind when it came up with his \"Yes We Can\" slogan that ultimately led to two presidential terms. The focus on things in sets of three is called the Rule of Three. It applies to email marketing campaigns, too. The human brain likes patterns, and groups of threes stick in the mind exceptionally well. You could create a three-column chart that shows the different kinds of passes a person can buy for the event, or write a bullet point with the top three reasons people should think attending the conference is a worthy investment. When writing a longer email, consider splitting the content into three broad sections, such as Speakers, Workshops and Pricing. Speak to the Audience\'s Needs When people read promotional materials, they often ask, \"What\'s in it for me?\" That\'s why it\'s crucial for marketers to put themselves in the position of their audience and bring up the things that matter most to the people reading the emails. Here are a couple of ways to do that: For a new parents event: \"Take a much-needed break from diaper duty and spend the day getting hearing from experts who can help you overcome common child-rearing challenges. Also, get to know other new parents and swap tips with them in our networking zones. Can\'t find a sitter? No problem! This event is family-friendly, and you can get on-site babysitting for a modest fee.\" For an event targeting cybersecurity professionals: \"Today\'s cybersecurity landscape is rapidly changing, but this event gets you equipped for the future. Hear leading cybersecurity speakers at our keynote events, or head to a few workshops to get hands-on experience dealing with some of the newest threats. The event also has a testing center where you can take cybersecurity exams to earn in-demand certifications.\" Think about the elements that would most encourage your audience to attend, as well as aspects that could cause them to decide not to go. Then, address both sides in the marketing emails. Cost is something that might be a downside for some people, but highlighting early-bird discounts or providing a link to a letter a person could print out to convince their boss to cover the expenses could help. Set Expectations When people attend events for the first time, they don\'t know what to expect without having the perspective of a past attendee. However, adding a couple of quotes from those who\'ve been to your event before could solidify someone\'s decision to go. Be strategic about the placement of a testimonial, too. A quote from someone that says, \"This event facilitated invaluable connections and opened my mind to fresh perspectives from thought leaders. The best money I\'ve spent in recent memory!\" would work well placed directly above an embedded link or call-to-action button in the email people can use to purchase tickets. Alternatively, set expectations by including links in your email to videos that give short tours of the event facilities or show footage collected from past events. Or, a statistic that indicates the majority of first-time attendees purchase tickets year after year would make readers conclude most people felt the gathering was valuable enough to warrant becoming continual attendees, which is meaningful. Encourage People to Remain on the Email List The CAN-SPAM Act, which sets the rules for email marketing, mandates that all commercial messages should give recipients a way to unsubscribe from the mailing list. Having an \"unsubscribe\" or \"opt-out\" link in the footer allows you to remain compliant with this law, while also preventing people from getting upset when it\'s not immediately obvious how to remove themselves from the email list. But, it\'s also necessary to write emails that make recipients want to keep receiving them. There are several possible ways to do that: Mention email list subscribers are the first to get news about conference developments Feature speaker or vendor spotlights in each edition of the email newsletter Give promotional offers for local hotels or restaurants exclusively to email subscribers Position the email newsletter as a vehicle for getting all the need-to-know information without sifting through social media A useful event marketing email must provide value to the reader. People will want to remain subscribers if they view the emails as giving them something they can\'t easily get elsewhere. A Roadmap for Event Emails That Get Results There are no guarantees when it comes to creating emails that cause favorable responses. But, the information here gives you a framework to create stellar marketing campaigns for any events in your future.  


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