Subject Line StrategyTell don’t sell

1

SubjectLine

Audience

Best Practices

A/B Testing

Optimization

Relevance

Benefits

CuriosityLength Matters

The same method may not work for every campaignAvoid using words caught by Spam filters

Make it quick and easy

Share how what you have to offer will benefit themGive them some good news

Compare Subject Line PresentationsIf they are too long (50 Characters Max) they will be cut from mobile view.

2

VS

These subject lines are too long. They get cut off.

How does your Subject Line rate?

If you want to changethe mobile results, youneed a fresh design.

In the above example the entire right side of the email is cut off and the recipient cannot read it unless they scroll to the right. There is also no clear call to action above the fold so engagement will be low as readers will often not know what it is you want them to do.

If recipients cannot easily read your email on their mobilescreen they will not engage.

Responsive / Mobile – First Design

Design PowerYour subject line gets them in ... Your design and its messaging move them to convert – or not.

4

At most, if you are not going to implement a responsive approach to your email’s code, design and code for mobile. You will always want to keep a balance of image to text in your email. Make sure you have a clear call to action that is NOT part of the image in your email’s design.

Maintain Balance

Aesthetics MatterIf you are not incorporating responsive elements in your design, you will need to make sure the font is bigger, buttons are bigger and ensure any images you use that have fonts in them have text big enough to see once it is shrunk down to a mobile screen size.

All email efforts should have a clear message, the main call to action (CTA) above the fold (it is better to have one CTA per email for optimum results), proper use of color and web-safe fonts. Responsive design is optimal for mobile presentation, but you can limit your email’s width to 500 pixels for the most mobile-friendly display.

Best Practices

RESPONSIVE DESIGN TRANSFORMS.Whether you are stacking, adding or

taking away content, performance will increase.

100% Mobile DesignAll mobile all the time...

6

SingleColumn

MultiColumn

Hiding Content

Adding Content

With a single-column layout, a responsive approach can easily stack content on top of itself to provide a smooth-scrolling presentation with font and buttons coded directly into the email rather than the image for better conversion.

Multi-column layouts can also be stacked just like the single-column format. In addition, you can actually replace content displayed on the desktop version with something more mobile-friendly when creating stacks.

Sometimes you will need to hide content all together when creating a responsive email. You can hide images, text or entire sections of an email based on conditions you set in the email’s code. This helps mobile readers get to the point faster.

When designing a responsive template, it is sometimes necessary to add or replace various sections, images buttons or text with larger or smaller version, shortened copy, etc. to make the design work on a mobile device and increase engagement.

MOBILE-FIRSTDESIGN

Responsive, mobile-first designs result in 130%

increase in email clicks for mobile users.

EMAIL INBOXDELIVERY

Subject Lines affect an email’s open rate by

100%. If they don’t open, they won’t convert.

EMAILCONVERSION

Landing pages from email campaigns that are mobile-responsive result in up to 407% conversion increase.

Bottom Line