1. Design for multiple screens.
With email opening rates in mobile environments exceeding those in desktop environments, it is essential to design emails taking this reality into account. In an analysis carried out for one of our clients, we have estimated chemical manufacturers email lists that the Click To Open (the percentage of email openers who click on the email) is 16% higher if the design is adapted to mobile devices. In this sense, designing and laying out under responsive criteria is essential to improve the set of Email Marketing metrics.
If, after opening an email on the mobile phone and clicking on it, the user is presented with the app already installed, we will be able to minimize the friction in their interaction with the navigation process. Thus, for example, if a user clicks on a specific product in a promotional email, they will be able to automatically access that item in their app, and by clicking again, the item can be added to the shopping cart, in order to then proceed with the transaction thanks to the fact that the user's information (shipping address, billing data) is located in the app.
Mobile app
Source: Movable Ink
3. Click to call
By inserting a click-to-call button in the email that opens on a smartphone, the user will have the option of contacting the support center “voice-wise” without having to do so via email or a contact form. This makes sense especially if we think about users who travel or who are not usually in front of a desktop computer.
4. Integrate social networks
There are technologies that allow users to automatically open the application for that network when they click on a social network button; you can even pre-define the message you want to share. In this way, we make it easier for users to “voice” the content we have sent them via email within their circle.
