Key Elements Of Marketo Launchpoint For 2012

While email remains one of the very trusted forms of digital communication, the way people are reading and receiving their email is steadily changing. More and more individuals are actually accessing their email from a portable device - whether it's a good phone or even a tablet. The latest statistics claim that Mobile email usage has increased by 81%. Naturally, this radical increase is changing just how marketers design and implement their email marketing campaigns. Below are a few of the main things to consider when conceptualising a contact marketing campaign for mobile.
Keep subject lines short
One of the biggest challenges posed by mobile email is the lack of physical space. Smaller screens implies that text that easily displays on desktop could be chopped short on mobile devices. To be able to create maximum impact, subject lines must be short and punchy - preferably significantly less than 15 characters. Additionally, make an effort to group the main and exciting section of your subject line in the very first 50% of the line in order to entice subscribers to open, even when the complete line is not displayed.
Concise text copy
When it comes to email for mobile phones, it is essential that the copy in the e-mail body is kept readable, concise and to-the-point. Readers of mobile email are time-starved and on-the-go and simply don't have time or patience to learn through a long, text-heavy mailer on their mobile device. Recipients of mobile email are also disinclined to scroll down - so emails which are too lengthy have a higher chance to be discarded half-way through if recipients locate them too long-winded.
Use text rather than rich media, HTML
Although email marketers should have some fun and test out the myriad of possibilities that rich media provides campaigns that are created to target mobile users should rather concentrate on text-based mailers. You need your subscribers to manage to view your email no matter what device they are viewing it on - and text could be the simplest way to ensure that that happens. Certain email marketing applications provide marketers with the choice of sending both a text and HTML mailer. Another helpful hint: ensure all links in your text email is clear and visible while also replacing images with readable text.
Size of the e-mail
Mobile email necessarily means smaller display - that is something your brand must take into account when designing campaigns. Marketo reckons that sticking with a solution between 500-600px (320px for Blackberry) should ensure favourable display results. Graphics must also be kept to the absolute minimum while they often cause rendering issues for mobile email recipients. Mobile device graphics can come through as links or blank space and the recipient that may raise the likelihood of subscribers deleting the message before they even start reading.
Call to action and clickable links
Due to the concise nature and limited space of mobile email marketing, a phone to action must certanly be clearly visible and comprehensible. Since email that has been optimised for mobile must be simplified in terms of design, the call to actions must be especially strong. Similarly, any clickable links must be apparent and simple marketo launchpoint to click - links which are small and hidden will soon be passed over by scrolling fingertips.