Christian Rochford
Written by Christian Rochford on 14 October 2014

Email is still very important and the stats might shock you!

  • There are three times more email accounts than Twitter and Facebook accounts combined (Radicati Group).
  • 57% of email subscribers spend 10 to 60 minutes on marketing emails each week (ChoozOn).
  • When asked to opt-in to receive updates from a company, only 10% elected to do so through Facebook, while 90% chose to receive email newsletters. (Nielsen Norman Group)

With stats like this it is important to get it right! Here are five things to keep in mind!

1. Structure your content for email scanners!

The majority of subscribers don’t read every single word of every email they receive.  Personally, I very rarely read the descriptive text and I found that I am much more likely to scan emails.  A study by the Neilsen Norman Group which shows that most people actually scan content in an F pattern.  These users are scanning for content that is of interest to them.  To allow people to scan easily, break your content down into chunks of content.  Allow each chunk to include a title, further details and include links either within your content or as a call to action button.

2. Use clear calls-to-action

Use links!  And use them more than you think!  Not just one in the footer of the mail, but throughout.  These links could either be inline text or maybe try some calls-to-action.  This handy tool is brilliant for creating calls-to-action that stand-out in emails.  As you know, CSS support across email clients is very limited.  With this tool, the guesswork is taken out of creating nice calls-to-action by generating fallbacks for Outlook.  The “bulletproof buttons” allow the padded area around the button to be clickable and not just the text.  I am a big fan!

3. Introduce, give detail and repeat the message

The serial position effect tells us that prioritising our messages in order of importance doesn’t always work.  This study informs us that users pay most attention to content at the beginning and at the end.  To make use of these findings, we structure our emails so that we have our primary message first.  We use a PS line with a call-to-action to reinforce our message and we use images, bold text, and colour to try and draw attention to the the middle section.

4. Build for mobile too

Mobile is becoming more and more important, so don’t ignore it.  Latest studies show that in Q1 2014 a massive 42% of emails were opened on mobile devices.  Also 23% of readers who opened an email on their mobile device opened it again later.  We always recommending building our sites responsively, and we take that approach with our mailers too.

5. Use GIFs

GIFs are widely supported in email clients, whereas video is not.  Especially considering the iPhone 6’s video bug, GIFs are becoming more and more appealing.  Community leaders are in support of it and so are we here at Kooba.  Our advice is just to watch the file size because GIFs really can grow before you know it!