SYS-CON MEDIA Authors: Xenia von Wedel, Peter Silva, Glenn Rossman, Ava Smith, Elizabeth White

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StreamSend: 5 Best Practices for Mobile Email Success

StreamSend, the email marketing service provider and creator of StreamSend Share 2.0 and Franchise Market Automation, tells businesses how to best reach customers on their mobile devices – a critical spot for connecting with many of their customers.

Over half of all email is now opened on mobile devices,” said Dan Forootan, president of StreamSend Email Marketing. “And email is the number one smartphone activity, even more than making phone calls. With that kind of penetration, reaching mobile readers can make or break an email marketing campaign, so businesses and franchise marketers need to make sure their messages are mobile-smart. Here are some techniques to make sure email communications reach and touch the mobile user.”

1. Make it Easy

Make mobile easy for email readers. That’s the #1 rule. Easy to read and easy to act on. Although many customers using mobile aren’t necessarily a moving target, e.g., almost half of smartphone users are watching their small screen while they are watching their TV screen, messages still have tough battle to earn their attention – and not get banished with an unsubscribe. Responsive templates with built-in mobile smarts are a great place to start reaching them the right way, and marketers can build on those templates to fit their purpose.

2. Start Small

Marketers should take the easier mobile route when they can, too. For instance, it’s easier to start building messages by first designing the mobile email experience then working up to the desktop. Mobile designs and templates can usually expand much more easily than trying to retrofit desktop content. But that’s assuming they contain identical content or design. They don’t have to -- it can be a smarter, easier move to capitalize on the advantages of their different sizes with different approaches. For many marketers, picking a good template is an important part of being both flexible and effective reaching customers the way they want to be reached.

3, Seeing RED

With Responsive Email Design (RED), email designers create different layouts that will recognize and adapt to a device’s screen or display size. Scalable design -- reducing content widths to any screen size – may seem like an easier choice since it is easier to code and will open on all devices, but responsive lets designers – or responsive templates -- modify content for optimal viewing on narrow screens. Starting small with mobile design first can avoid scaled viewing issues. So can saving scalable designs for emails featuring more text than graphics.

4. Grab ‘Em While You Got ‘Em

In mobile email marketing, especially, marketers need to make it easy for viewers to act, and that often means engaging with them right then and there on their mobile device. With barriers like a multi-tasking reader, slow load times and a destination landing page that may not be small-screen friendly, marketers should work in trying to connect with their mobile audience in the inbox rather than always try to drive them to another web location. Share value with enough details, images and copy in the email to entice and absorb their attention. And when someone responds, be sure to send them another small, easy to watch, follow-up trigger message. For example, a video with a call to action to “watch the next video” is a good way to keep readers engaged with other content while you have their attention.

5. Templates

Take advantage of well-designed, attractive templates that are ready to go. Mobile-responsive templates can let marketers get down to business right away while opening up some easy ways to add to the customer connection. Like with video -- one of the best uses of mobile phone delivery. Use a video widget in the template that will play in place and attach the call to action to it. And with the right templates, your message can head out to the share-o-sphere in all directions, right from mobile with one click.

StreamSend’s Franchise Market Automation lets a central marketing person or agency efficiently launch and report on campaigns franchise-wide with personalized content from an individual location or direct sales representative. Backing up this promise is StreamSend’s longstanding reputation for offering a simple interface, cost effective service, personal support, and deliverability expertise with any size list. Find out more about StreamSend’s Franchise Market Automation, visit www.StreamSend.com/FranchisePR.

StreamSend

StreamSend offers an easy-to-use, affordable and reliable email marketing service designed to help businesses maximize the reach of their marketing budget when sending an email newsletter or using Social Media. StreamSend offers a number of industry-leading standard pricing plans, private-label and affiliate programs and hands-on personal client service. Started in 1998, StreamSend is a leader in Email Marketing. http://www.streamsend.com

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