B2B email marketing is tough. Marketers are faced with multiple challenges. With everything from image blocking, to preview panes, to spam filters waiting to catch you out, it often feels like you’re a poacher and the gamekeepers are winning. Take heart, however, this need not be the case. With a bit of knowledge and expertise sitting behind the design of each email, you’ll reap rewards.
How to beat the gamekeepers
Realise that responsive design matters
It’s likely you’ve already heard of responsive web design, so you’ll be pleased to know that the web version has an email cousin. At the risk of sounding technical just briefly, by using fluid tables, fluid images, and media queries, the open rate on your email marketing campaigns can soar. How come? Because you are, at last, properly catering for mobile.
Raise the stakes for mobile
Moving on from our first point, open rates on mobile devices are escalating rapidly. So much so, in fact, that many marketers are now catering for mobile first and only considering desktop second. With people regularly checking their email on the fly, it’s critical for the success of any email campaign that the design works perfectly on any mobile device.
Stick with single column design
Email clients vary so much that a single column design is one of the few ways to ensure your emails render well every time they’re opened. Bear in mind too that it’s easier for readers to scan a single column rather than jump around, particularly on a mobile, so we recommend that you go with the flow on this one. You will enjoy a benefit.
Think carefully about fonts
By using a universal font that you know will be available on the majority of devices, you can then test properly for how your email will render each time. However, we’d still strongly recommend that you code to override the default of Times New Roman. Nothing looks less thought through and designed than an email using Times!
Plan for blocked images
Some email clients block images by default. It’s critical, therefore, that you ensure your messages still reach your recipients regardless of whether images are downloaded or not and one point to always remember is to never have your calls to action in email as an image! If you’re in two minds about what we’re saying here… then also consider this: If your recipients are using their data network, they’ll thank you for reducing the number of images they need to download.
Test, test, test
Every email client renders text and images in a slightly different way. It’s important, therefore, to test how an email looks in as many different settings, and on as many different devices, as possible. You will always need to accept that there will be quite a variance, however. The key, therefore, is to ensure that whatever version is being presented your email looks good, gets your message across, and is easy to respond to.
If you’d like to understand more about how a well-designed email can make a difference to your next campaign, please do give us a call. We’d be delighted to guide you towards success.