Recent Posts

Social Business

Marketing a business in the social world is becoming more sophisticated now, with additional resources, mediums and outcomes. Facebook is one way but it's only the tip of the iceberg, combined with Twitter, Pinterest, blogs, Google+, Linkedin, eDMs and YouTube to name just the most common avenues, it's a strategy in its own right.

"91% of people have gone into a store because of an online experience" (Source: Marketing Land)

As a maturing component of the marketing mix, social media needs to join the holistic marketing strategy that drives brand perception and generates real figures on the bottom line. Businesses need to transition from 'online versus offline' to understand that you can't create these these powerful strategies in a vacuum, they need to marry up to deliver the best results.

  • Effective social media campaigns
  • Creating Trust
  • Accountability is key
  • Tying it all in with other strategies

Responsive Emails: Direct Mobile Marketing

Email newsletters or eDMs are a common component of campaign work and digital strategies, but we still find a large percentage of them are not being designed responsively.

We wrote an article about responsive eDMs a couple of months ago and the feedback was overwhelming from agencies wanting to know more, so this is a follow up.

Lets start with some basic statistics, sourced from Mailchimp research on mobile email behaviour:

  • Around 40% of all email opens occur on mobile devices, compared with only 32% on web.
  • 69% of mobile users will delete emails without reading, if they are not optimised for their smartphone, another 18% will simply unsubscribe.
  • 75% of users will have a negative perception of the brand if they can’t view the email newsletter on their smartphone.

The effectiveness of an email campaign might well hinge on it's mobile responsiveness, with more and more people opening their mail on the phone. Here are some considerations when designing responsively. 

  • User behaviour
  • Designing the email
  • Consequences of not designing responsively

Responsive Design: Email Newsletters

Most sites we develop now are responsive, a big contrast from only 12 months ago where most clients still hadn’t heard of the technology. It’s great to see the progression of technology responding to the market place and the demands that changing consumer behaviour has had on digital filtering through to the design and development process. However, now we move to the next step of responsive, the email newsletter.

It is estimated that over 20% of emails are now opened on a mobile device and with mobile trends going the way they are, that figure is likely to rise.

The issue is that viewing a normal email, particularly a well designed marketing newsletter on a phone can sometimes be a disappointing experience unless the newsletter can detect where it’s being read.

eDM campaigns are a frequently implemented form of marketing communication but there is a growing possibility that the message is not finding its audience if responsive criteria are not considered in the design and development phase.

  • What is responsive email design
  • Cell width considerations
  • Columns
  • Fonts
  • Don’t hide all images
  • Remove non-essential information
  • Design, development and testing