Your subscribers are the engine that keeps your company’s email database running – it’s its content and form and the reason your email marketing campaigns work. So it should come as no surprise that it’s generally considered a good idea to build email campaigns that primarily cater to your subscribers in terms of usability and value. While this sounds like a simple concept to base your email marketing strategy on, it’s often surprising how many brands don’t think from the perspective of a consumer and technology user. By creating campaigns that not only present your product or brand in a favorable light, but also make the lives of your subscribers richer and more hassle-free, you can expect to receive great rewards from happy and appreciative subscribers who will continue to be loyal consumers.
simple web forms
One of the biggest benefits of email is that it acts as a direct line of communication with your consumers. This means that your brand has access to valuable information that your consumer email database can provide through web forms and surveys. Sending consumers to a microsite where they can record their details, provide information, or further profile themselves is a great way to improve consumer experiences, but only if the actual process of providing that information to your brand runs smoothly. All web forms, including your initial registration process, should be short, clear, and easy to complete. Simpler web forms save consumers time and effort and can increase the likelihood that they will share their experiences with their contacts and, as a result, endorse your brand.
Allow previews
Email clients like Gmail and Outlook: Include a short preview of an email’s content in the inbox after the subject line. This little preview or snippet can make your emails more valuable to subscribers before they even open them. Being able to discern what an email is about and what is in it saves time for the consumer who is probably already dealing with a fairly full inbox. Important to note: Many brands place their message asking users to view the email in a browser (“Not displaying correctly? Click to view in browser…”) at the top of their banner ads. . The result is that these messages often end up showing up in fragment windows, which is not ideal. By modifying the code, you should be able to reflect a short summary of the content of your email in the snippet.
Text and HTML
Email has become quite a complex medium with people viewing it in many different ways on different devices. While this has helped make email even more effective and ubiquitous, it has also caused some problems in terms of universal display. The solution at this point that your subscribers will be most grateful for? Including both a text and HTML version.
Sending a plain text version with your HTML emails is particularly imperative for smartphone users who will likely receive their messages via an email app on their phones. While most smartphones are catching up in terms of mobile email, and in turn email is upping the ante by developing responsive mailers, HTML emails can still cause problems when used. come on a small mobile screen. Including plain text messages makes your emails accessible to all your subscribers, regardless of what device they’re using to read your email.
