Email Marketing Newsletters: Your Design Checklist

What are the design elements you have to include in your email newsletters?

What are the design elements you have to include in your email newsletters?

The design of your email can have a massive impact on its success. Other elements are important to ensure that you comply with national and international digital communication laws. Yet so many email newsletters don’t have all the design aspects they should. Use this quick checklist to ensure that all your email marketing copy is up to scratch.

Legal Requirement Check List

1. The Unsubscribe Button

Every piece of email communication you send out to subscribers needs to have an option for the receiver to say they wish to stop receiving messages. This is a legal requirement in numerous nations including the US, UK and Australia.

The button doesn’t have to be huge, it can be a single line attached to the bottom of your email. But it must be there.

2. Business Address

Your email must contain a physical address from which the receiver can send mail. This provides evidence of your legitimacy and complies with several international digital communication laws.

3. Conditions Of Offers

If you are sending a special offer to customers, you must clearly state what the terms and conditions are within the email. This again could be included at the bottom of your email away from the main promotional copy. However, be sure to highlight where your terms and conditions are.

4. Your Organisation’s Name

This is very important. People like to know who they are speaking to, so as a minimum, your organisation’s name should be included somewhere in the post.

5. Why They Are Receiving The Email?

Some laws require you to include a reference as to why they received the email. To make sure you are covered place this clearly at the top of the email. You never know, perhaps the receiver forgot signing up to your email marketing list.

Best Practice Design Checklist

1. An Image

An image paints a thousand words and the best performing emails always include an image. The image can be placed anywhere in the copy of the email; however, the best locations are the top or side of the text. Ensure that each image has an associated URL which the receiver can use to visit your website (a blog post or landing page).

2. A Call To Action Button

While text links are okay, the button is the best way to attract the attention of your audience and encourage them to click through to your offer page. The colour of your button, the type of font and the text itself can all be changed to increase the click through rate of your email campaigns.

Positioning of your call to action can also have an impact on the email’s success. So experiment and adjust the location of the button in A/B testing campaigns.

3. Personalisation

Personalisation of your email marketing is one way to grab the attention of your audience. By adding the name of your recipients, their business name or website, you can really improve your open rate.

4. Branding

If you looked at your email, would you know whether or not it is from your brand? Everything from the colour to the inclusion of a logo is required to ensure that people know who wrote and sent the email. If you’ve built up trust with your clients, this can help you gain more opens and better click through rates.


Creating high quality and legal email newsletters can be achieved through the effective implementation of different elements. By using the checklist above, you will increase the chance of email marketing success and not break any laws.

Are your emails legal? Do they meet best practices?

Show us your emails and let us know in the comments below.

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How to Use Email Marketing to Create Passive Income

Create some passive income with your email marketing content

Create some passive income with your email marketing content

Email marketing is one of the best online sellers. In 2013 and 2014, it was the third highest contributor to online sales, only direct visitors to a website and organic searching performed better. For many businesses, email marketing is a way to generate income by selling their products / services. Yet this isn’t the only way to generate an income from the tool. You could try passive income.

This article will describe how email marketing can be used to create a passive income.

What Is Passive Income?

The definition of passive income is relatively simple. It is defined as the regular income that requires little effort to maintain. It is often closely related to unearned income.

A further definition of passive income is given by the American Internal Revenue Service that states passive income is generated by one of two sources: either it is rental activity or “trade or business activities in which you do not materially participate.” Therefore, being an affiliate of another business is a way to generate passive income.

What Is An Affiliate Program?

An affiliate program is where one person, the ‘affiliate marketer’ actively advertises a product / service of another business. When the customer is ready to make the purchase, the product owner takes over and the marketer receives a commission. There are numerous programs available, including those on Amazon and webspace hosts.

Signing up as an affiliate partner is easy. Amazon allows you to do so in just a few clicks and their commission scheme allows you to collect on any purchases made by the referral (the person visiting from your website) within a certain amount of time, regardless if it is the product you advertised.

Why Is Passive Income So Good?

There are many reasons why passive income is such a great revenue stream. For starters, it allows you to sell products without the need of stock, warehousing, packaging or delivery costs. The only cost you have the generation of content. Secondly, you can sell your own products right next to the affiliate products, giving you great access to plenty of value.

Those who earn their living as affiliate marketers are often seeing high profits for the year and many claim to have the great lifestyle.

However, that doesn’t mean that it’s` easy. You still need to gain the traffic and trust of an audience and build an email list. Many affiliate marketers clearly state that an email marketing list is the most useful tool they have and their best selling tool.

But once you’ve developed that list, how can you use it to develop a strong passive income? What are the main types of content you can send?

1. Offers

The number one reason why people sign up to email marketing lists is because they want to know about the latest offers and deals from a brand. So by ensuring you are working closely with your affiliate partner, you can offer your list the best deals first and watch as they proceed to the website.

2. Reviews

Sometimes customers want to know what they will get when making a purchase. Reviewing products, books, movies and music is one of the largest affiliate marketing industries because so many people use the internet to find out this information.

3. How-to Guides

You don’t have to actively promote a product to collect passive income. You could mention them in passing. For instance, you write a how to build a website guide and include a link there to several hosting platforms, these hosting platforms could have affiliate programs where you can collect a commission from them.

Final Tip

Affiliate marketers often don’t have one site. Usually they are members of several programs and own more than one site to widen their opportunities and their revenue. Having more than one site offers you significant opportunities to sell and widens the audiences that you can appeal to. With the cost of website hosting and design at its lowest rates for years, you could easily be earning a lot of passive income in no time.

Do you earn a passive income? What are your best tips?

Let us know in the comments below.

Take action:

  • Sign up to an affiliate program.
  • Promote their products through reviews and how to guides.
  • Create a passive income revenue stream.

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Determining Why Prospects Sign Up To Your Newsletter

Why are people signing up to your email list?

Why are people signing up to your email list?

When you have an online business it is important to generate an email marketing list. According to numerous research projects, they are one of the best online sellers. The reason for this is that emails can be personalised to the reader, rather than generic social media, blog, video or podcast content that is created for the general audience.

One of the ways that you can customise your email marketing newsletter is by inserting the name of the recipient into your email. Doing this for the subject line and at the top of the email when addressing the recipient has been proven to increase open rates, avoid spam filters and increase conversions.

However, this isn’t the only way to increase these metrics. There is another, more successful customisation that will help your business achieve more from its email marketing campaigns: sending relevant content that the customer wants. The problem that many businesses face is how do they learn what information new signups want to receive?

Learning The Motivation

It’s all about learning the motivation of your business’ latest prospects for signing-up. By tapping into their motivation not only will you gain further insight into what they are interested in, but also see at what stage of the purchasing path they are at. The more urgent their need, the more likely they are going to want to speak to your sales team or receive that highly promotional email.

To gauge their motivation, you first need to understand that there are two types of marketing motivation: need and want. A customer might want to have something, but that doesn’t mean they can have it. For instance, they might want to go on holiday to a five star hotel but they can only afford a budget equivalent.

In contrast, a need is an urgent motivation where customers have to get something otherwise it causes problems. For instance, a customer might need a locksmith to repair the lock on their door.

Motivation can often be determined by the pages of your website a customer is looking at. If they are viewing your product information pages only, then it is more likely a want motivation as there is no urgency in their actions. Alternatively, if they are looking at prices and delivery charges, etc – then there is likely a need for motivation.

Learning What They Need Or Want

Both need and want customers can be marketed to. The need customers are just those that are further down the sales funnel and require less effort to convert. However, even with a need prospect you should find out what they want. This can’t always be determined by where they’ve been on your site. Either you have too many visitors / not the right software to marry up signup details with visitor activities or you don’t have specific pages and they were looking at all your products.

So what you should do is find a way to generate more prospect knowledge. One way of doing this is to use topic specific downloadable content. By offering many different ebooks or whitepapers that range in topics on all your products, you can determine what the prospect would like by what they’ve downloaded. For instance, if they’ve downloaded the window installation document, you can be sure that they’re interested in new windows.

Research by HubSpot has found that the more downloadable content you have the greater your lead generation is. The results also seem to be exponential, so generating lots of this form of content is almost invaluable.

With this information, you can then create email marketing content that can target their specific interests. This helps reengage your audience and attract more of them to click through to your website and make a purchase.


Knowing why someone has signed up to your mailing list includes finding out why they have signed up, what they want to know more about and how urgent the demand is. Then you can produce tailored content for them and can decide how quickly you should move towards the sale before a competitor beats you to it.

How do you determine what the customer wants? Do you segregate your email marketing lists?

Let us know in the comments.

Take Action:

  • Create at least 5 downloadable ebooks to capture email addresses.
  • Segregate your email marketing list based on urgency of product need and desire.

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How Holiday Season Emails Will Help Your B2B Sell

gift-548301_1920The holiday season is fast approaching with days like Halloween, Thanksgiving, Black Friday, Cyber Monday, Hanukkah, Christmas and New Year just around the corner. These times are great for growing awareness of your brand and making your customers and leads feel special.

Yet many business to business operations don’t tend to include the seasonal cheer within their marketing campaigns. Some feel that the seasonal spirit is not aligned to the business to business sales process – yet this could not be further from the truth.

The Audience

Those reading emails that relate to business services are just as much human as the next consumer. They have feelings and they want to develop strong connections to their potential suppliers and partners. This means that they are just as likely to read and respond to festive emails as any other business.

In fact, an email that has specific ties to what is currently going on is more likely to grab the attention of your audience than a generic email that ignores it. This is especially true if you are sending content to a company who is a B2C company and looking for suppliers and partners to make their festive promotions more exciting.

The Company

Even if businesses don’t work directly with consumers but are another B2B company, you are still likely to get a response. Many businesses have festive parties and plan special events for the holiday season. When people are in this mood, they are more likely to respond to content that is geared to their celebrations. For instance, if you send a Christmas card via email, you might get a similar one back. This demonstrates interest in your brand and opens up a dialogue between you and a lead.

This is a key consideration for your B2B business. People buy from people, the more dialogue you have with a company, the better the chance you have of selling to them through your personality.

Top Tips For A Successful B2B Holiday Season Email

So what are the best tips for your B2B holiday season email campaigns? How can you implement a strategy that will drive conversation between you and your potential customers? Here are our top tips:

1. Time Them Perfectly – This all depends on your message. If you are thinking about giving people advice about how to manage their business during the holiday period, you’ll want to send this in advance of the holidays. If you want to send a seasonal greetings message – then it has to be sent on the day.

2.  Don’t Always Promote Your Business’ Services – Just by the virtue of sending the email, you are growing awareness of your business. By stepping away from your business and creating a more relevant, personal message, you can generate more interest in your message with your audience and more chances to develop a relationship.

3. Give A Gift – What is the holiday season about? Giving! Therefore, give your subscribers a gift for the holidays. This can either be a free, exclusive ebook or a voucher to spend on your site / another retail site. This can often be better than sending a box of chocolates.

4. Remain Focussed – You should always remember that you have to stay focussed on the goal to drive business to your site. So always maintain links to your website and monitor the response.


Seasonal email marketing is not just about the Business to consumer market. B2B companies can also take advantage of this special time of year. Yet it requires taking a step back and understanding that this is an opportunity to communicate with your audience and get to know them personally.

What is your holiday email strategy? Do you send Christmas cards to your subscribers?

Let us know in the comments.

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How Email Marketing Can Help You On Black Friday

sale-735267_1280Black Friday is quickly approaching and businesses across the world have begun thinking about what offers they can give their customers. Black Friday is one of the biggest shopping days in the retail calendar and the revenue generated last year was up 15% compared to 2013.

One of the main drivers for sales on the day was email marketing. According to retailers, a fifth of all sales originated from emails sent by retailers. So how can you utilise your email lists to receive your share of the day’s sales?

1. Build Your Email Marketing List

The first thing you need to do is ensure that your email marketing list is as strong as possible. This means gaining as many new leads as you can. Offering small discounts for signing up to your email list or promising subscribers exclusive offers can help boost signup rates.

2. Maintain Your Email Marketing List

The next step is to trim down your email marketing list. Remove those contacts that haven’t opened an email for six months and those who haven’t clicked through to your website in about three months. These are people who aren’t interested in your marketing message and therefore, aren’t worth emailing. Considering that the number of contacts on your list can affect the fee you are paying, you can save money by removing the dead wood from your mailing list.

3. Plan Your Offers

It is not wise to plan Black Friday at the last minute. Instead, you should be concentrating on developing the offers in advance. This is so you can warm up your audience to Black Friday and start promoting the offers that will be available on the day. There are several elements to this. These include:

  • Planning what deals will be available on the day and through to Cyber Monday.
  • Planning how you are going to market these deals.
  • Creating a series of emails to promote the day and the offers.
  • Creating extra capacity on your website’s bandwidth (so you don’t go down during the day).

4. Start Segmenting Your Audience

This is the most critical aspect of your email marketing campaign for Black Friday. You are likely to have numerous deals available for your audience across the store. However, only a few of these will be applicable to each customer. Getting the right message to your audience will be important to generate the best results.

To do this you should segment the list completely. Look at what customers have taken an interest in. Include cart abandonment, what they’ve viewed, what they’ve clicked on before and previous purchases; then use these to segment your email marketing list. Each segment needs to be matched with a series of offers that will be available on the day.

5. Ensure Everything Is Mobile Friendly

Black Friday 2014, saw one statistic that should be carefully considered – mobile marketing. Many of the sales from emails were also from mobile devices. Trending over the last few years has seen m-commerce take off. Ensure your emails are mobile friendly to be ahead of your competitors.

6. Start Promoting The Day

The first few emails that need to go out don’t need to mention any specific details. They can be a simple message at the bottom of your current email copy informing customers that you will have promotions available on Black Friday.

7. Pump Up The Promotions

During the week (or two) before Black Friday you’ll want to start getting subscribers excited by detailing some of the offers that you will have available on the day. These messages should be sent out at least once every couple of days to really increase interest and get subscribers anxious about getting the deals. The more interest you can create, the quicker the sales will come in on Black Friday.

If you are able to get the segmentation and deals just right, you can then start to sell just after midnight and see a steady stream of revenue throughout the day.


Black Friday is one of the most important retail shopping days in the world. It offers customers a chance to grab a deal and you the chance to earn a lot of revenue. Email marketing is by far one of the best performers for the day. By preparing in advance, you can reap the rewards and gain substantial revenue from the day.

How are you preparing for Black Friday? Have you started preparations yet?

Let us know in the comments.

Take Action:

  • Prepare your email marketing list.
  • Create promotional content.
  • Start promoting your Black Friday deals.

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Great Email Marketing Campaigns

at-706903_1280When it comes to creating your email marketing design and copy, there are many options for you to choose from. So how do you know which is best for your business, audience and objectives? The truth is that testing is the only option for you. However, you could shorten the length of that testing phase by learning what has worked before and implementing their lessons into your campaigns.

So which have been the best email marketing campaigns and why did they work so well?

1. PayPal


There is a lot about this email which is really appealing. It is clear, concise and provides a simple message that will jog the memories of many audience members. What is really impressive is that they have created an email campaign that is so simple; using many images to portray the main message. You could easily digest the main message in about 10 seconds – use PayPal to help split the bill when eating out.

2. Tory Burch

This email is one of the best on the market because it uses something that few others use – animation. There is a lot of research that shows movement entices the attention of the audience and Tory Burch use movement in this email campaign about a private sale to its maximum potential. What is even more impressive about this email is that it makes you feel as if you’ve been chosen specifically for this offer, a sure winner with their target audience.

3. Zipcar


Have a few people abandoned your site? Then why not take a lesson from Zipcar and re-engage them. This email was sent to non-respondents as a way to encourage them back to the site, while this isn’t uncommon, it is a campaign that deserves special mention. Not only is the copy light-hearted but it carries an important message about the value of the service: it is economical and environmentally friendly.

4. Litmus

Animation again makes our list with Litmus this time. Their use of animation turns what could have been a boring email into something that is fun and entertaining. It should also be noted that the heading of this email is perfect. It informs the audience what they are going to be told. The subheading is also special as it asks a question, engaging the audience.

5. UncommonGoods

There’s lots of advice online about how to create a compelling call to action and nearly every article will tell you that it should have some urgency to it. Well, UncommonGoods certainly listened to that advice when they created this call to action and made sure the audience knew what the value was of taking action immediately.

At the same time, instead of telling the audience what to do, it implies it in a question – making the audience come up with its own conclusion. At the same time it puts pressure on the receiver because it makes them think that they might be in trouble if they don’t get their mother’s gift on-time.

6. JetBlue

JetBlue always delivers. They have a cheeky campaign that is so personable to the audience and really engages them. If you look at their campaigns, everything from their header to the call to action conveys wit and intelligence. What more does the audience want?


There are lots of examples of email marketing campaigns that can help you develop your campaigns to achieve better results. By looking at other campaigns you can redesign your own efforts you can achieve more from your campaigns.

What has been the best campaign you’ve seen in 2015? What campaign style has worked for you?

Let us know in the comments below.

Take action:

  • Sign up to large brands to see their campaigns.
  • Study the examples above and redesign your own emails to meet the best practices.

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How To Create The Perfect Subject Line

How do you create the perfect subject line?

How do you create the perfect subject line?

When it comes to increasing the open rate of your emails, there is one area that is often forgotten about: the subject line. The subject line is often the first impression you will make with your audience and can therefore make a huge impact on whether your email campaign is successful or not.

So what makes a great subject line and how can you use this within your own campaigns?

1. Directly Speaking To The Audience

If there is one element that is constantly missed it is the mail merge function in email marketing software. You have the ability to address each audience member by name in every email in the subject line. This is perfect for email marketing because it personalises each message going out and ensures you grab the audience’s attention, by making it seem the message was written just for them.

If you want an even better open rate and are a local business, try including a town name or region. Research has shown that this can increase the open rate of emails even better than a name.

2. Change The Subject Line

If you use the same subject line every week or message, then you aren’t going to grab the attention of your audience. They will think it is the same or similar message and therefore switch off from your brand.

One example of this is with People Per Hour. They used to use one message that was broadcasted every single day. Then they adopted a different message to be broadcasted every day and it helped their business triple in size.

3. Promise Something Valuable

Your audience’s time is valuable. Therefore, don’t assume that they will just want to read what you’ve written; you’ve got to offer them something for their time in reading your piece, for example a free offer, a valuable secret (always a winner) or something else you think people will appreciate.

However, you must live up to your promises. Not keeping your word can damage your reputation and harm the success of future campaigns.

4. Avoid Overused And Spammy Words

Most people know that you should avoid words like ‘free’ and ‘voucher’ in email subject lines. These tend to trigger spam filters and messages won’t even be received let alone opened and read. However, you should also avoid other words that are associated with sales and spam such as:

  • Help
  • Percent off
  • Reminder
  • Offer

While some of these might not trigger a spam filter, readers are likely to ignore emails with these words in the subject line.

5. Shorter The Better

We’ve already stated that people are short of time and you’ve got to respect this. This is why you have to keep email copy short for better returns. The same applies with your subject line; try to keep it below 50 characters for the best results. If this can’t be managed, just ensure that it is as short as possible.

6. Ask A Question

Want to know what really works as an email subject line? A question. Even asking a question such as ‘Do you know the best email subject lines?’ and then discussing them, is likely to get a better response than: ‘Here are the best email subject lines’.


Your email subject lines need to be optimised if you are looking to get the best results from your email marketing campaigns. Many of the best practices are easy to implement and don’t cost money. Just carefully choose your subject line to succeed.

What was your last email marketing subject line? Have you got any more tips for our audience?

Let us know in the comments below.

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Should You Buy An Email List?

Should your business be using its wallet to buy an email list?

Should your business be using its wallet to buy an email list?

A large database of contacts is always going to be good for selling; the more people on your list, the more sales you will achieve. This is why many people attempt to acquire more contacts by buying an email list.

Email lists can contain thousands of names and, on the face of it, it seems as though your business could grow substantially from one. However, growing your mailing list by buying contacts can have significant consequences for your business and digital marketing campaigns.

What are the negatives about buying an email list and the implications for your business?

1. It Violates The Law

Many laws across the world state that a contact must give permission to an organisation, to use their contact details in marketing. This applies to corporate contacts as well as consumer contacts. In the US, the Double Opt-In law further elaborates on this by stating that a contact must confirm their subscription after they have given their first indication.

When you don’t follow these laws there are significant repercussions. In the UK, you can be fined thousands of pounds for sending marketing messages via email without the users permission. In the US, there are similar consequences.

2. It Produces Poorer Results

Email marketing is only effective because it is permissible, in other words, the consumer has given permission to receive the marketing messages. Consumers often sign up to a mailing list in order to receive news about promotions and discounts. The important issue is that when you have a contact’s permission, they are expecting your messages.

When you have bought their details, they won’t be expecting your messages and that this can put you on the back foot. Often, bought email lists have poor open rates (as low as 1%), while the rates of those with organically grown lists can be extremely high and often not lower than 15%.

3. It Can Get Your Mail Server Banned

Another problem with bought email lists is that you can’t guarantee if the contacts are genuine. If you have contacts on the list that don’t exist or their email address has expired, then this could return a hard bounce. A hard bounce will be recorded against your mail server. Too many of these will limit your ability to send messages and your mailing campaigns will be less effective.

At the same time, even if you have genuine contacts on your database, there is a chance they will report your business and emails as a spamming organisation to their mail client server. This will get you a bad reputation and eventually you will be banned from sending messages. This can be expensive to repair and will forever damage your chances of making a sale later on with that customer.

4. It Costs Money For Not A Lot Of Response

Email lists aren’t given for free. They cost dozens or hundreds of dollars to just acquire them. Then when you send the message you are expending more money to do so and the chances are that you will not receive much interaction or response.

Spending money without any return is not good business practice. Especially if you then have to pay money to repair your business’ reputation, or to set up a new mailing client for your business. Furthermore, you have the possibility of having to pay a fine for buying the list.


Buying an email list is a bad idea for your business. Not only can it ruin your business’ reputation and therefore your chance of selling to potential customers, it can also cost you significant amounts of money in fines and repairing your reputation. The only real way to gain new contacts is to organically grow them.

How do you generate new contacts on your list? Have you ever bought a list?

Let us know in the comments below.

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How To Make Your Emails “Faster”

download-105512_1280Email marketing is only effective when the person receiving the message can download it to their mail reading program quickly. In an age where mobile is becoming the trending device to check emails on, the race is on to make emails faster.

There are numerous ways to increase the speed of your email messages; many of them don’t require any code and also allow messages to be read more easily on mobile devices. In an age when more emails are being read first on a mobile device compared to a desktop, this is very important.

So what are these techniques for faster emails?

1. Minimise HTML

When you are creating an email marketing message you are likely using HTML to create a stunning look. While this may create an attractive email, there are also problems with it. Every line of HTML is another line of code and chunk of memory that the receiver has to download to read your message. The more complex your code or the longer the HTML gets, the greater the memory the message will consume.

Minimising your HTML code is not difficult and there are plenty of programs out there that can help you minimise it. Alternatively, use an email marketing software system to reduce your HTML as they always have the best templates on their systems.

2. Images

Images are a major factor when it comes down to download speed. There are several aspects with images on emails that can be addressed to decrease the speed it takes to download your message.

a) Number Of Images

The more images you have on an email message the greater the memory usage. If the images are close to the top of the email copy, then these will be downloaded before the message and your audience may get bored and click off.

Also a high number of images can indicate spam and this can mean your email message is blocked from the server in the first place.

b) Size Of Images

The size of your image is of vital importance. Larger images take up loads of memory and hence longer to download and some mail clients can’t read email messages if the image is too big. The best practice is to have an image that is no bigger than 600 pixels wide, however, sometimes it is best to minimise that to just 300.

Check with your mail client whether they can do it in the program, otherwise you might have to reduce it using or Microsoft paint.

c) Quality Of Images

Shutterstock and other stock image sites like to provide pictures and artwork of high resolution which generally take up a lot of memory. The problem is that most of your potential clients won’t have the patience to download your high quality image just to see what you’ve written at the bottom of your email.

Instead, look at lowering the quality of your image. This can be done significantly without any determinable loss to the appearance of the image.

3. Limit Content

Email marketing messages that are too long will take up a significant amount of memory. They will also be read less. Try to aim for a maximum length of between 150 and 250 words. Your main aim is to get them to your website, so have your email as an introduction rather than the entire page.


The speed at which your email downloads in the receiver’s mail box is vitally important. If your messages aren’t downloaded quickly, it is likely that your messages will be deleted without being read. By using the above options, you can reduce the memory taken up in the delivery of your messages to your audience’s inbox.

How fast are your emails? How big are your email messages?

Let us know in the comments.

Take Action:

  • Reduce the image size on your emails.
  • Minimise the HTML in your emails.

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Why Mobile-Friendly Emails Are More Important Than Ever

smartphone-579549_1280The email marketing landscape is forever changing. As such, you need to be changing your tactics with the times and ensure your emails are designed with the latest best practices in mind. One of the most important best practices is mobile friendly email designs.

This isn’t a new concept. For years now users have been able to read their emails online and it has helped to cement the importance of email marketing as an effective sales channel. By being able to reach customers at any time because they can access messages while out and about, the effectiveness of campaigns has grown. It has also allowed businesses to use tactics such as hurrying orders where retailers only have offers available for an hour or two before they go. Before mobile email, the majority of consumers would miss these offers.

So businesses have to consider mobile friendly emails if they want to be successful.

Growing Audience

When emails first became enabled on mobiles the uptake was poor. The devices were simply not powerful enough to connect to the internet and the cost for downloading emails was very expensive. However, technology has advanced recently to the point where reading an email on a mobile device is just as easy as reading an email on a desktop. This is why more people are now reading their emails first on their mobile devices.

The number of mobile devices has also expanded. Previously there were just a few devices that were compatible, now there is everything from Blackburry, iPhone and tablets that are able to connect to the internet and read emails. As more technology, like the new wrist devices, become mainstream, there will be even more options for consumers to read their emails.

Customers Like Mobile Friendly Emails

Research has shown that those who view emails on their mobile devices are very fussy. They like to have emails that are easy to read on the devices. If they aren’t mobile friendly, often they will just delete the email and not even give it a second chance on a desktop later.

At the same time, if you do optimise your emails for mobile devices the uptake of your message will be greater across all devices. Emails optimised for mobile devices tend to be simpler and require less memory. This allows them to be downloaded faster. It also focuses you on developing a strong message that doesn’t rely on a flashy image.

So How Can You Create A Mobile Optimised Email?

There are several elements to consider when creating a mobile friendly email. Here is our quick checklist for you to consider.

1. Reduce Image File Size

Views can be increased by 94% if you deliver content that contains a compelling image against one without an image. Even though technology has improved for mobile internet speed, large image files are still going to be slow to download. A delay of just one second can cost you 7% of your conversions.

So reduce your image files to reach a larger audience. You can do this by as much as 80% without affecting the quality of your image.

2. Resize Your Image

When you don’t resize an image it will look terrible on the screen and this will affect the user’s experience. A poor experience will result in a lost chance of a sale. So instead change the image properties so they are the same size as the width of a mobile’s screen.

3. Increase Button Size

It is harder to be accurate when selecting buttons on a mobile’s touch screen. To help your audience get around this you need to change the size of your call-to-action button. The recommended size is about 47-57 pixels.

4. Use Your Own Template Or Invest In A Responsive Template

There are templates out there that are responsive to the device that the email is opened up on. Using one of these will make your campaigns easier to design and deliver. However, if you can’t find one you like, you need to code your own.


Email marketing is a powerful sales tool, but you need to stay up-to-date with the latest trends. If you don’t, then you can lose out on potential sales that can harm your future business prospects.

Do you use mobile friendly email templates? What do you do when you receive one that isn’t optimised for email?

Let us know in the comments.

Take action:

  • Optimise images on your emails for mobile devices.
  • Improve call to action buttons on your email copy.
  • Look at our responsive templates.

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