In a word, yes. Despite the daily crush of email we all receive, email marketing is still the fastest response, highest ROI and easiest to implement of all forms of marketing.
Whether you're looking to generate sales leads, fill job orders or just strengthen your company brand, email is the second most critical component in your marketing (your website is #1).
But email marketing today is very different from what it was just a couple of years ago. It's harder (much harder) to get email opened. Clickthrough rates have plummeted. And mobile completely dominates.
Don't worry so much about the "fold."
Users are used to scrolling, thanks to the ubiquity of tall websites and content on mobile devices. However, be aware that the further down a piece of content is, the less likely a reader is to see it.
Big Calls To Action (CTAs).
Apple recommends a target size of at least 44 x 44 pixels for interaction points on mobile devices, but even this may be too small. Make your buttons big enough to stand out without becoming an eyesore.
Keep the copy on CTA buttons short and sweet.
You don't want the text to split onto two lines on narrower screens.
Larger font sizes.
The recommended size is at least 16px. Don't make people strain to see your email. Also, be aware that fonts that are too small are auto-adjusted by devices like iPhones, and this can lead to a broken email.
Considering options for different screen sizes from the largest monitors all the way down to smartwatches.
Minimize the use of images.
In the past, email design used images for everything, even to create white space. With many email clients blocking images by default, this can lead to a broken-looking email. Many of these same effects can be created using just code and will display properly with images on or off.
Keep alt text in mind.
If images are disabled in a reader's email client, you can still get information across to the reader by providing alt text for the image.
Don't place a navigation bar at the top unless it is absolutely necessary.
Most email newsletters feature curated content, and that content needs to be the primary focus of your email. Having a navigation bar above the content may distract readers (and take them away from your content) before they even begin reading.
Emails don't have to look exactly the same in every single email client.
Some email clients, like Apple Mail, support very modern code, while some like Outlook for Windows rely on outdated technologyâsorry Microsoft, but you have not kept up with the times! This means there are things that can be done in Apple Mail that you simply cannot in Outlook no matter how hard you try.
Rather than designing for the least common denominator, use progressive enhancement. Make your email look good and be functional in Outlook, but also step it up a notch where you can. A good example of this is with full-width background images or animated gifs. Outlook really struggles with both while Apple Mail and Gmail handle them with flying colors.
Animation and interactive email are the next big thing, but have a backup plan.
Interactive support is few and far between as is animation done through code, but animated gifs are more widely accepted, working everywhere but on Microsoft Outlook for Windows clients. If you are using a gif, ensure that the first frame of the animation has all of the important information you'd like to show because Outlook will display that frame as a static image.
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