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Eighty-six percent of marketers say email is ‘important’ or ‘very important’ to their multichannel marketing strategy. With marketers putting so much effort into email campaigns, what are some guidelines for best practices?

Create Strong Content

Consumers value strong content in their emails. Gone are the days when people will open a spammy-looking email with no content. Marketers should focus on creating and sending high-quality  emails versus many general emails that don’t provide any value to either the consumer or the company.

Great email marketing ultimately comes down to giving your audience content that sticks with them. Whether it’s educational information about the industry, operational messages about the company’s service, or marketing messages about the products, the intention of the email is to put the company in the front of the consumer’s mind.

Subject Lines

When it comes to deciding how to craft that perfect subject line, there is only one area to avoid: the subject line of sixty to seventy characters. Marketers refer to this as the “dead zone” of subject length. During President Barack Obama’s fundraising campaigns, his marketing team found great success using subject lines such as “hey” and “wow.” Keep in mind that consumers have a short attention span and often times the shorter the subject line, the more likely that email is to be opened.

Make it Mobile Friendly

Mobile accounts for between forty five and sixty percent of all emails opened. With about half of emails being seen on a mobile format, it is critical the message is mobile friendly! The most important information should be above the mobile fold, and any call to action buttons should be at the very top of the email. Responsive design is no longer be a “nice to have,” but rather a “must have.” It’s not just emails that marketers need to format for mobile. Email subscription forms will start becoming more mobile friendly as well.

Marketers also need to consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.Other helpful tips for mobile-friendly viewing are to create messages that are forty-four by forty-four pixels in size.

Email marketing is an incredibly powerful tool for getting messages directly to your clients as well as potential clients. With this tool at your disposal, there is no reason not to make the most of it! Marketers need to create strong content for their emails, use effective subject lines as well as make it mobile-friendly. A strong combination of these strategies will help drive business to your company.