Return On Subscriber – Email Marketing Blog

Today we are going to cover how to add a “View Mobile Version” to your email campaigns. All you will need to complete this is the ability to upload/FTP new HTML files to your hosting server. Nothing horribly complex here, and your web team/developer will yawn at this.

Before we get started, I want to show you an example of what we’re talking about from the Sony newsletter.  Below, you can see the header from their email newsletter, where I have highlighted the call out to “View mobile version”

After clicking through on this link, you are taken to the mobile version of the email in your mobile browser, which you can see below.

Why do I need a Mobile Version of my Emails?

The answer to that question, like most when it comes to email marketing, is “it depends”.  Due to the lack of standards of the mobile inbox and different technologies in play, there is simply no way to design a layout that will work across the landscape. For example, iPhone, Palm Pre and Blackberry Storm to some extent, will do an adequate job of rendering your email, albeit very small. However the top selling smart phone – the Blackberry Curve – will not. And since most people receive the exact same emails on their mobile device as they do in their desktop client, we can’t deliver a unique message to each – it’s all or nothing.  An analogy I like to use is Johnny Five from Short Circuit (filmed right here in Oregon). Just as Johnny Five thinks he is human, but is not, a mobile email client thinks it can read HTML, but can’t. So creating a link to a mobile version is going to be your best way to control the experience.  You will also be able to track the click through on this link to know how many mobile users you have and whether or not to dedicate more resources to this emerging channel.

Linking to the Mobile Version in your Creative

First off, we need some real estate in your email header. Ideally, this should be somewhere near the pre-header, (more…)

The eROI crew descended on the desert earlier this week for the Email Evolution Conference. While attendance at trade shows has been spotty die to the economy, the EEC pulled together a lively event.

eROI participated in a few panels and attended almost all of the sessions collectively. The saying at the New Orleans Jazz Fest is that “it’s not what you saw, it’s what you missed to see it”, which is exactly how I felt this year.  Rather than go into deep analysis of each session, I compiled a few of my favorite soundbites, quotes and tidbits from 4 of my favorite sessions from the event:

Topic: Email Design

3 things that need to be in your pre-header: Branding, Primary Message, Main Call-to-Action. Keep it tight.

Whitelist requests need to happen early (welcome, confirmation, transactional) in your program, so you can use the pre-header more effectively.

A logo (with link) in your header is not only a consistent branding impression, it will drive the most traffic to your site over the life span of you program.

Navigation menus (above or below header) drive sales, especially “sale” or “clearance” links.

Pay more attention to your Footer – add more options, branding, social, viral SWYN/FTAF link, and repeat the main call-to-action. (more…)

What you are seing in this image is the rollover Mail preview on the AOL homepage. Look at how much “trailblzaers” sticks out in that list. If you read this blog you know I hate webmaster@ in email marketing. This validates that point. This view is very similar to the view on a mobile device as well.

Brand before the @ in your from address and you will see improved open rates, guaranteed.

This was the first time I have seen this at the top of an email:

“Click here for the Wireless Version: URL”

Brilliant idea by the AAAA. I personally would change it to “Mobile Friendly”, wireless is kind of confusing.

Most HTML email is worthless on a Blackberry, so daily news briefs, professional newsletters, etc… would be smart to add this feature.

How you do that, either through your ESP tools, or creating that mobile browser friendly version in HTML, you can figure that out through testing.

Click on the image to enlarge