Best Practices For E-Newsletters And E-Alerts

Sep 24th, 2012 | Law Firm Marketing, Legal Marketing in Brief

We monitor blogs and newsletters from numerous leading web site designers and search engine optimization companies.  Here’s a recent message with tips about formatting e-newsletters and email alerts we think you’ll want to read.  It’s in reaction to data indicating most people now access most content through a mobile device.

It’s written by Bill Fukui, CEO of Page1 Solutions.   Bill’s firm works primarily with business-to-consumer firms but the observations are important for both plaintiff practices and corporate, transactional and defense firms.  Bill says optimizing readability of  “one social media area is being overlooked… EMAIL.”

“That’s right, email, the original online social media tool.  This is particularly true as the Smartphone has changed the online marketing landscape.  Consider these facts:

  • 50 percent of adults now own a Smartphone (source: Nielsen)
  • 88 percent of Smartphone users check email on their phones (source: ExactTarget)
  • Mobile email opens, 36 percent, have surpassed PC opens, 33 percent, and Webmail, 31 percent (source: Litmus).

Mobile email optimization is no longer optional.

Think “Mobile First”

 An effectively optimized mobile email should display just as well using a large-screen desktop or laptop.

Here are some tips to ensure your email efforts generate maximum results:

Large Fonts – Text needs to be at least 12 pixels (Apple recommends 17+ for iPhones).  Sure, users can enlarge the type, but why make it more difficult and many won’t do it.  Also, avoid wide blocks of text to ensure maximum visibility.

Design For “Tap Navigation” – The finger has become the new mouse and it is not as pin-point accurate.  Thus, you need to make larger calls-to-action targets and not surround them so users accidentally click on wrong links. Navigation bars typically diminish mobile usability.

Phone Calls Are Primary – Like other calls-to-action, your phone number should stand apart and needs to be touch loaded.  Since this is their phone, as well as their mobile browser, phone calls must be your primary call-to-action.

Few Images – Images take up a lot of space on mobile screens and force users to do more work to consume you message.  You can use them to make visual impact, but use sparingly.

Single Column – More modern email platforms allow for two columns, but only one can be seen.  Effective mobile email is a top down strategy and does not force users to scroll side-to-side.

Although these tips are for broad email marketing, the same concepts apply when it comes to sending individual email correspondence to your website leads and clients.  Don’t just type.  Think through how the other party will consume your message and you will deliver more effective emails and get better results from your efforts.

Watch our latest video to learn more: “.

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