With profound changes to the way buyers consume information today, marketing and design teams have become preoccupied with the way sales rep emails look on mobile devices.
Smartphones are everywhere. The number of smartphone users worldwide is expected to peak at 6.1 billion in 2020. If marketing teams aren’t creating emails that are mobile-friendly, they’re decreasing the chances of the way sales reps can effectively engage with prospects. Let’s take a look at several tips on how to create emails for smartphones so you don’t miss the mark on effectively communicating with your customers when they are on the go.
Simple design and concise content
The more targeted our messages are, the more we are able to get to the point. Consumers have made a decision to open up a sales rep’s email after marketing has nurtured them and they’ve become a sales-ready lead. Keep the design simple, and the follow-up message concise to ensure that communication continues after the sales call.
Make your Calls to Action Hard to Miss
Make your calls to action visible and hard to miss. A campaign launched by WordStream, saw that emails sent with a single call-to-action (CTAs) increased clicks by 371% and sales 161%. Top performing marketers place CTAs right where customers can read them. For example, after a sales call, you can create a CTA for a follow-up phone call; or, perhaps, another demo. If you are clear in conveying to your prospects what you want them to do, it makes it easier for them to follow. If you’re ready to go in for the close, ensure that your email conveys this message, and ensure that the customer will see it at the perfect time – even when they aren’t in front of their desktop.
The importance of fonts
Don’t make it harder than it should be. Use fonts that can be easily read. The best email fonts are the ones already included in Outlook. Color contrast is also key. For example, use a light background and a dark text because people adjust the brightness level on their smartphones to save on battery life; a contrast makes the message easier to read.
Design and Images
Use the most essential images in the email. In B2B emails, the number of images should be less than in B2C emails. Depending on the device’s operating system, images either show by default (iOS) or are turned off (Android). This makes it hard to know if our image is properly displayed. Shy away from adding many images, they might look like chunks of white space if they don’t appear.
Keep reviewing your emails and how they appear on mobile devices. Your customers are spending an average of 3 hours and 8 minutes per day on their phones. We have to be there, paying close attention to how sales reps interact with buyers through this essential channel of engagement.
How effective are your emails on mobile devices? Are you getting a positive response after a follow-up email. Email and mobile compatibility is essential in order to close the deal.
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