Read More Breaking Marketing News

Maverick's Morning Thoughts

Mobile Email Marketing Advice for 2024

Maverick Steffen  -  12/21/2023

Every email campaign tells a story – a narrative woven with the threads of strategy, creativity, and audience engagement.

Imagine opening your inbox to a cascade of emails vying for attention. The key to standing out lies in the first glimpse – above the mobile fold-- that is, how the email appears when an email is opened on a phone without scrolling. It's here that the dance of elements begins.

Before reading this article, take a look at the 5 email examples I've included below. Get a good look at them and think which one you would prefer to open? Which one do you think your customers or leads would enjoy looking at?

The journey of email marketing commences with a captivating headline – a beacon beckoning recipients into the email's narrative. It could be a question, a bold proclamation, an incentive, special offer or a snippet that sparks curiosity. This initial interaction sets the tone, inviting the audience to delve deeper.

Next on the stage is your brand's logo, a visual signature that speaks volumes. The question of placement arises – the classic top-center or a daring shift as seen in SimpliSafe's playbook (as seen below)? The saga unfolds as brands experiment with positioning to find the resonance that echoes with their audience.

Amidst the narrative, a pivotal character emerges – the Call to Action. A beacon guiding recipients on their journey, the CTA must be clear, compelling, and seamlessly integrated. It propels the story forward, urging engagement and action.

The plot thickens with incentives – the treasures that tempt the audience.

A special offer, exclusive content, or a sneak peek behind the curtain – these incentives add layers to the narrative, offering a compelling reason for readers to immerse themselves further.

In this tale of technology, the silent hero is mobile optimization. With the majority of readers on mobile devices, ensuring a seamless, visually appealing experience becomes imperative. The narrative gracefully adapts to different screens, ensuring every reader enjoys a tailored experience.

As the email story unfolds, the importance of consistency emerges. A brand's identity is its character, and consistency builds familiarity. The visual language becomes a recognizable thread, weaving through every email and anchoring the audience in the brand's narrative.

The narrative takes an intimate turn with segmentation and personalization. Tailoring the story to different audience segments adds a personalized touch. Each recipient feels seen and understood, enhancing the connection between brand and reader.

In the final act, a plot twist emerges – A/B testing. Like a master storyteller refining their craft, A/B testing allows brands to experiment, to tweak and adjust elements based on real-time data. The narrative evolves, becoming sharper and more resonant with each iteration.

In the grand finale, the email marketing narrative becomes a dynamic, ever-evolving story. It's a tale of creativity, strategy, and adaptation. As we navigate the intricate plot, the goal is clear – to craft emails that not only grab attention but invite readers to become active participants in the unfolding story. Your brand, the protagonist, takes center stage, ready to captivate audiences with each chapter.

To your success!


Learn how to use marketing to get whatever you want.