| You may know the basics of a good email | | | | email marketing service sends your message in |
| marketing campaign. Get customer buy-in, write | | | | both a text-only and HTML format, so that users |
| an effective subject line, make your point quickly, | | | | get their message in the right format. If you |
| and so on. But have you ever thought about how | | | | must use graphics, keep them small. Lastly, do |
| your email marketing messages perform on a | | | | not depend on graphics to get your message |
| small screen? If not, you should. Here's why:o The | | | | across. An HTML message should convey its |
| popularity of handheld devices, like PDAs and | | | | meaning even without images. |
| smart phones, has exploded over the past few | | | | 3. Download Times - Large graphics can lead to |
| years. Busy people often check their email on the | | | | increased download times, a source of frustration |
| go, deciding at a glance which messages to keep | | | | for users. Download times are another reason to |
| and which ones to discard.o The preview pane, | | | | minimize graphics or skip them altogether. |
| available in some email software, is often used to | | | | 4. Above the Fold - As with general email |
| filter messages. If you don't get a reader's | | | | marketing campaigns, those adapted to handheld |
| attention in that small pane, your message will | | | | devices should ensure that all important |
| likely end up in the trash bin. | | | | information appears at the very top. Your call to |
| If you use email marketing, you must consider | | | | action or special offer must appear "above the |
| the effects of small screens when designing your | | | | fold", to use newspaper lingo, in order to entice |
| messages. | | | | users to open your email. To ensure the most |
| How Small Screens Can Affect Email Marketing | | | | important part of your message gets through in a |
| Email marketing and email newsletters are usually | | | | preview pane, place the critical information at the |
| planned for a standard desktop screen and not | | | | top and left of the message. |
| for the tiny screens of a handheld device. To | | | | 5. Concise Content - Regardless of where your |
| ensure your email marketing message succeeds | | | | email marketing messages are being read, concise |
| on a small screen, you have to adapt your | | | | content is crucial. Do not waste people's time with |
| campaign. | | | | lots of extraneous information. Make your point |
| 1. Identification - Email marketing campaigns, | | | | quickly by being direct about what you are |
| whether aimed at the small screen or not, must | | | | offering and how it will help the reader. |
| be clear about who the message is from and | | | | 6. Testing - Always test your messages in a |
| why it is being sent. Make sure it is your business | | | | variety of environments. Ensure your copy is |
| name that appears in the From line and that your | | | | compelling, whether or not it is accompanied by |
| Subject line is clear and succinct. | | | | images. There are many handheld devices out |
| 2. Images - The impact of images and ads will be | | | | there, making it difficult to test the message for |
| lost on a handheld screen, which may not display | | | | those applications, but try to run a few tests |
| the depth of color of a standard computer | | | | whenever possible. Some device manufacturers |
| monitor. On a handheld or in a preview pane, | | | | offer simulators for testing email. Check with the |
| graphics might be blocked, depending on the | | | | manufacturer or ask your email marketing service |
| settings of the email software. Ensure that your | | | | about testing for handheld devices. |