Does your recruiting department or search firm send out a weekly or monthly newsletter to subscribers? If so, you probably track how many emails are opened and the click through rate for each campaign. Today, at Dallas Digital Summit, I attended a session called Making Email Work in a World That Hates Email. The session, led by Matt Byrd, outlined techniques that will allow email marketers to increase open and click through rates while providing a more engaging experience for readers.
Below are some of the highlights from the presentation.
Subscribers to your email newsletter expect three things.
1) Seamless, Cross-device experiences
2) Hyper relevant experiences
3) Engaging Experiences
Seamless, Cross-device experiences
The most popular email client iOS mail on iPhone (28% of all opens) per emailclientmarketshare.com.
Know your audience: Every company has a different demographic… MapMyRun, which is a business to consumer application, has 70% of their readership using mobile devices. Litmus, which is business to consumer service, has only 15% of their emails opened on mobile.
Marketers should use an “any inbox, any device” email marketing strategy which requires a responsive design. For those of you who don’t already know, responsive design responds to the type of screen it is being viewed on to allow all readers to have a positive experience regardless of the device they are using. Get 7 free responsive templates here.
Why is responsive design important?
How to Look good on mobile devices.
Why is responsive so important?
Optimize the preview header text.
Subscribers are also expecting hyper relevant experiences
Subscribers expect engaging experiences.
Email in the future…..
Good emails make people OPEN and CLICK. Great emails get people to think, feel, laugh, act.