Creating winning content for emails on mobiles is not just about crafting exceptional content fit for your specific reader but about ensuring that the content is customized for the shrinking screens of the 4.7-inch handhelds and not the 9-inch laptops or even larger desktops. Not to mention creating something good for the shrinking attention spans. Most people today check their mails on their handhelds anywhere, anytime; right in their beds, their loos or cars. They check, glance over the content and probably reserve it for later; in which case, they forget the ‘later’ part given the tight schedules they have. The click-through rates have shown a decrease and this is the main problem that a promotional email needs to address.
The solution is not a single line, but 13 golden rules that we have crafted, to help you create winning content for email on mobile.
Golden Rule # 1: Write a subject line. A good one.
Compelling subject lines are specific to the reader, to the subject of the email and to the response expected at the time. You need to think, “Which are those words that will compel my readers into reading my email?”
Eg: Instead of saying ‘Summer Packages for Switzerland’, it is better to say ‘Travel to the Alps this summer’.
For Indians, visions of the soothing coolness of the Alps in the scorching Indian heat can be tempting.
Subject lines to avoid are ‘Free’, “Opportunity”, “50% Off”, “Click here”, etc. These are sure to get your email into the spam folder.
Golden Rule # 2: Keep it simple, short and relevant.
This is as self-explanatory as it can be. An email has to be written with a specific response from the reader you expect, in your mind. Don’t write stories or go around in circles. Come straight to the point in the opening paragraph or a line.
Golden Rule # 3: Use a salutation. Always.
An email without a salutation is a no-no. As a receiver of your email, if you can make him or her, feel special, by using her/his name with a salutation, nothing like it. Emails without them are rude. Please use salutations that befit your relationship with the receiver. Even for mass mailers should ensure you at least begin with ‘Dear Sir/Ma’am’. If you can make these mass mailers personalized (there’s a software to get that done), it adds to the value of your email and the better the chance of the reader opening it. Do not use exclamations in your salutation. Eg: Avoid saying Hi!!!
Golden Rule # 4: Think from the readers’ point of view.
Through an email, we are trying to get the reader to do a specific action; like clicking on a link, signing up, logging into the account, etc. The whole idea of writing that email is to get that response that you have in mind from your reader. So, when you craft an email, think from the reader’s point of view, else all you might achieve is getting the reader to send your email into the trash bin on his handheld.
Golden Rule # 5: Avoid salesy content.
Make it conversational. Persuasive. Smooth. Not just promotional. The moment you start thinking sales and start promoting your product aggressively on the email, you just make sure that you lose your reader there and then.
Golden Rule # 6: Use blocks, headers, and colors.
Good, pleasant email is about using colors, visuals, and images and laying out the content in an eye-pleasing manner. Minimalistic design but delightful UI helps the reader to read, register and take action. Make sure you use the right fonts and colors, that make your email stand out from the crowd and keep your customers coming back to you for more! Keep updated with the recent email design trends, when you are composing an email.
Golden Rule # 7: Know what to show and what to hide in a mobile email
The size of the handhelds being small, the email crafted for a mobile phone are different. Only the top priority content is displayed. It is important to ‘Think Mobile’ when crafting content in such an email. Know what to show and what to hide.
Golden Rule # 8: Well begun and well ended is fully won.
The first impression of an email is the subject line. The next is the opening. The opening statement or paragraph should be in conjunction with the subject line, else the reader feels deceived. The middle has to be the main subject and the ending should be a clear indication of the response you seek from the reader.
Golden Rule # 9: Avoid SMS language on mobile emails. Emails are formal.
This is again a part of the pitfalls of typing emails on handhelds. Just as we type messages on our handhelds in SMS, we tend to type emails in SMS as well. Emails of any kind are of the more formal family than messages. We must take utmost care therefore, not to use SMS for emails on mobiles. The reader is immediately put off.
Golden Rule # 10: Avoid typos.
To err is human, but we must try and reduce the errors. In our rush, we tend to ignore proofreading our email and end up creating a mess called ‘typos’. ‘Typos’ are unintentional typing errors that get created in the act of typing, unknowingly. Please do a thorough manual proof check beside the default spell check that your mobile offers.
Golden Rule # 11: No capitals in emails, please.
The use of capitals is taken as rude. The reader sees capitals as if you are shouting, and immediately logs out of your email, with a residual negative impression in his mind about you. Check your Caps Lock at all times.
Golden Rule # 12: Read 5 times before you hit SEND.
Once an email has gone out, you cannot call it back. It is gone, to create goodwill or damage. So read your email 5 times, before you hit SEND.
Golden Rule # 13: The main purpose of your email, what is it?
Emails need to be well thought out. First, decide:
1) What do you want the reader to do after he reads your email?
2) Accordingly, plan the subject line.
3) And thus craft the content and work on the design.
These 13 golden rules can help you craft winning content for email on mobile, so there are more mobile opens and better click-through rates as well. Give it a shot.
You can check out more blogs on email marketing trends and tips so that you get the most from your email campaigns.