Focus on Responsive Email to Grow Your E-Commerce Business
I recently attended the W2 Womens’ Entrepreneur conference and the e-commerce panel discussion centered around the greatest return on investment for increasing sales. My favorite response: “Everyone is talking about social media, but how many times do you check Facebook and Twitter a day and how many times do you check your email?
“We all live in our inbox.” It’s why email marketing has continued to rank as the best channel in terms of return on investment, and it’s why my studio has a strong focus on designing responsive email campaigns.
For the past several years, Google research has concluded that consumers frequently start shopping on one device and finish on another. Your most active shoppers are connected all day, and your emails should help them every step of the way. The following recommendations will ensure your email campaigns generate the results you seek.
Steer your clicks
Set your intention and call to action for each campaign and guide your audience. Lead your subscribers to your best-selling products, new collections, sale items and store openings by creating bold, graphic buttons with tempting language that screams “ACT.”
Designing responsive email requires careful consideration of how and where your subscribers view your content. Are they on the go, walking and navigating while viewing their phone? Are they lounging on their couch at home with an iPad, or commuting on the subway or bus, sifting through their inbox? Are they in a coffee shop on their laptop or at work on their desktop? Each scenario requires consideration in terms of image, button scale, text length and size. Consider larger, more simplified for phones; wider for iPads; and more detailed for desktop PCs. Decide how you want to scale and edit for each device, then design and develop appropriately.