Swipe-Ready Emails for the Win

Howdy Readers 🥰 

In this newsletter, you’ll find:

📱 Engage On-the-Go: Mobile Email Essentials

🏁 Prepping Your PPC Strategy: 5 Key Tests to Run Now

​​🎯State of B2B Creative Strategy

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EMAIL MARKETING

📱 Engage On-the-Go: Mobile Email Essentials

mobile-friendly emails are no longer an option—they’re a necessity. With nearly half of all email opens happening on mobile devices, optimizing your emails for these screens is critical to keeping your audience engaged and driving conversions. Let’s break down why mobile optimization is important and how you can design emails that captivate your mobile audience.

The Importance of Mobile Optimization

As mobile devices become the primary tool for checking emails, browsing products, and making purchases, it’s essential to ensure that your emails are easy to read and navigate on smaller screens. Without mobile optimization, your emails might be difficult to interact with, leading to higher bounce rates and missed opportunities. In a world where users demand quick and seamless experiences, delivering a smooth mobile email experience is key to maintaining engagement and encouraging actions.

5 Strategies for Crafting Mobile-Friendly Emails

• Create Short, Punchy Subject Lines: Subject lines need to be concise and direct to capture attention on mobile screens. Aim for fewer than 25 characters to ensure they display fully and make an immediate impact. Using powerful, action-oriented words can help grab the recipient’s attention and entice them to open the email.
  

• Enhance the Preheader Text: The preheader text is the snippet that follows your subject line in the inbox, offering a chance to expand on the subject or introduce a new idea. Keep it around 40-70 characters to ensure it fits within mobile display limits. This text should complement the subject line, providing additional context or a teaser that encourages the recipient to click through and read more.

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• Use a Single-Column Layout: A single-column layout is more readable on mobile devices, where space is limited. Keeping your email width to about 500-600 pixels ensures that your content displays correctly on most mobile screens. This layout simplifies navigation and keeps the reader’s focus on your key messages, making it easier for them to engage with the content.
  

• Optimize Images and CTA Buttons: Images should be responsive, meaning they automatically adjust to fit various screen sizes. Compress images to ensure fast load times, which is critical for mobile users who may be on slower connections. CTA buttons should be large enough to tap easily—aim for a minimum size of 48x48 pixels. Position them prominently within the email, ensuring they’re easily accessible without excessive scrolling.
  

• Prioritize Key Information in the Top Section: Since mobile users often skim emails, it’s essential to place the most important content at the top. Keep your email height under 3000 pixels, and position key elements like your headline, main offer, and CTA within the first 200-300 pixels. This strategy ensures that even if the recipient doesn’t scroll, they still see the most crucial parts of your message.

Creating mobile-friendly emails is critical to connecting with today’s on-the-go consumers. By focusing on short, impactful subject lines, enhancing preheader text, using simple layouts, optimizing images and CTAs, and prioritizing key information at the top, you can ensure your emails are effective and engaging on mobile devices. Embrace these strategies to deliver a seamless mobile experience that engages your audience and drives conversions. 

PPC

🏁 Prepping Your PPC Strategy: 5 Key Tests to Run Now
^{Insights from Search Engine Land}

As we approach peak PPC season, marketers must optimize their campaigns during the slower months. These five tests will help you gain valuable insights and position your PPC campaigns for success during high-demand periods.

The Breakdown:

• Channel Diversification: Explore new platforms to reach your audience. Consider shifting budgets from underperforming channels to test new options like Reddit or Capterra.
  

• Landing Page Optimization: Use this time to A/B test different landing page elements like copy, layout, and CTAs to improve user experience and conversion rates.
  

• Seasonal Creative and Offer Testing: Experiment with promotions and creative elements tailored to upcoming seasonal spikes. This can apply to both B2C and B2B sectors.
  

• Incrementality Testing: Run holdout or geo tests to determine if your campaigns are genuinely driving incremental value. Adjust your strategy based on the findings to maximize ROI.
  

• Default Settings Review: Test the impact of turning off default settings like Google Search Partners or audience expansions to see if it enhances efficiency.

Preparing your PPC campaigns during the off-season can provide a competitive edge when demand surges. Implement these tests now to ensure your campaigns are optimized and ready for the upcoming peak periods. Your efforts today will pay off when the traffic starts rolling in.

B2B

🎯State of B2B Creative Strategy
^{Insights from Magna Global}

Recent studies conducted by LinkedIn and Magna have provided critical insights into what drives responses in B2B advertising campaigns, highlighting the importance of format, creativity, and messaging in influencing decision-makers.

The Breakdown:

• Video Ads Lead in Engagement: Video ads on LinkedIn outperform other formats, driving better response rates across various metrics. LinkedIn users respond well to video, making it a key format for B2B advertisers.
  

• Creativity Boosts Brand Consideration: Creative B2B ads significantly increase the likelihood of purchase consideration by 40%. However, many B2B ads need more relatability, unique perspective, and storytelling to connect with decision-makers. Creativity in ads can include humor, storytelling, and engaging visuals, but these are currently underutilized.
  

• Clear Messaging is Vital: While creativity is important, message clarity remains crucial. B2B audiences respond best when the messaging is straightforward and easy to understand, but there’s still a need for more creative approaches in the industry.
  

• Humor and Storytelling in Specific Sectors: Sectors like Auto and Retail benefit from humorous and storytelling-driven ads, but such approaches receive mixed results in industries like Healthcare and Finance. This highlights the importance of tailoring the creative approach to the specific sector.
  

• Longer Purchase Cycles Require Consistent Creativity: With the B2B purchase cycle lengthening due to more decision-makers being involved, it’s essential to maintain creative consistency. Only 5% of B2B buyers are actively looking to purchase at any given time, making sustained creative engagement crucial.

For B2B marketers, the studies emphasize the importance of investing in creative video content with clear messaging. While humor and storytelling can enhance engagement, it’s critical to tailor these elements to the specific sector. Given the longer B2B purchase cycles, maintaining a consistent and creative advertising presence is key to driving brand consideration and engagement.

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🚪Walmart is launching the Multichannel Solutions program on September 10, providing U.S. sellers with a new way to fulfill orders from various e-commerce platforms, offering shipping rates up to 15% lower than alternatives. 

🖇️Google’s John Mueller has dispelled the SEO myth that adding a specific number of outbound links enhances rankings stating that Google doesn’t count links for SEO purposes and recommended focusing on creating content for readers instead.

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