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BizReport : Email Marketing : November 16, 2015

Top 5 tips for better holiday emails

Over the past few years mobile usage has exceeded desktop usage during the holidays between Fridays and Sundays. One expert outlines how email campaigns can be made stronger for mobile screens.

by Kristina Knight

1. Slim down

"Most email templates are designed for a standard desktop, with a set HTML width of about 600 pixels. This is too wide for most phones, and could result in unnecessary horizontal scrolling," said Victor Amin, SendGrid Data Scientist.

2. Focus on formatting

"Include a plain text version in HTML email and make use of responsive design templates. In general, .jpg, .gif, .png and .pdf attachments are safe to send, provided you include some content in the email as well. However, executable attachments such as .exe, .zip, .swf, etc. should be avoided entirely," said Amin.

3. Don't overuse images

"Marketers are often tempted to go big on visuals but forget that - they increase the risk of emails being classified as spam. If images are unavoidable, emails should be sensibly balanced with at least two lines of text per picture," said Amin.

4. Easy to share

Make sure your action buttons are large enough for a user to easily tap. Every email should have a simple call-to-action with a relevant offer, and easy sharing features.

5. Safe landing

"You've put all this effort into optimizing your email for mobile so don't ruin it by sending your subscribers to a landing page that is not mobile-ready. Your landing page should look as good (or better) on a phone that it does on a standard browser. This means following some of the same rules above regarding page width plus keeping the content brief and easy to digest for subscribers on the go," said Amin.

Image via Shutterstock

Tags: email marketing, mobile email, mobile marketing, SendGrid

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