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I recently redesigned the monthly e-mail newsletter of one of our clients to be mobile-compatible, and am preparing to do so for another. Why? Well, according to email testing and analytics company Litmus, email open behavior has changed dramatically over the past four years. Between 2011 and 2014, the percentage of emails opened on mobile devices, such as smartphones and tablets, increased from eight percent to about 50 percent. This represents 500% growth! That is a huge shift in behavior.

Managing email is one of the functions most commonly performed on mobile devices. When users encounter email that is not mobile friendly, they get frustrated and frequently delete it without reading, and may not even open future emails from you. This can kill your open and click-through rates, when what you really need is for your reader to open, read and find value in your email content. Optimizing email to facilitate an enjoyable and engaging experience on mobile devices has become crucial.

Here are six tips to keep in mind when designing email for mobile:

Provide a sneak-peek
Pre-header text provides a preview of the first few words of the email either behind or below the subject line that is visible on most mobile devices without opening the email. This allows the recipient to scan his emails and helps in deciding whether or not to open them. Intriguing pre-header text can spark higher open rates.

One size should fit all
Use a responsive or flexible design. Responsive means that the content automatically adjusts to fill the screen space available, be it a mobile device or a desktop unit. This is easily done by using a responsive or mobile-friendly template provided by third-party email services.

Eliminate scrolling around
Use a narrow (480 pixels), single column design. Multiple columns can be difficult to read for mobile users, especially if they have to scroll around to view all the information. Make sure you use a font size that is large enough that your reader doesn’t have to zoom in by pinching in and spread out in order to read your content.

Cater to goldfish (hint: they have short attention spans)
A study by the National Center for Biotechnology Information showed that people have an attention span of 8 seconds, which is 1 second less than that of a goldfish. Keep your content short, relevant and easy to follow. Use headings and bullets to break up large blocks of text. Readers “on the go” will be more likely to read content that’s brief and can be absorbed at a glance.

Let fingers do the walking
Make sure any buttons and links are easy to tap on a mobile touch screen. Make sure they are large enough, and don’t place links too close to each other. Keep in mind that users often hold their devise in one hand, with the thumb doing all the navigation. If you use a menu bar, keep the number of navigational links to a minimum.

Make it worth a thousand words
Images can be great for adding visual interest. But using too many or using large images can exasperate users with lengthy download times. Also, many mobile devices have automatic display of images turned off by default, leaving blank areas in the message. Use ALT text for any image you do use to provide context when images are blocked.

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google-doodle-kafkajpg1

With all the new platforms emerging as the latest and greatest new marketing channel, email strikes many as old-fashioned. Other digital venues such as social media and mobile marketing may be stealing the spotlight, but email continues to grow, as well.

One reason email is so effective is because it provides a more personal connection than other digital strategies. It takes the conversation about your association out of the public domain, off your website or social media channels, for example, and into a very personal space — the in-box.

According to Jason Hirschhorn, chief executive of the digital curator ReDef, email is a "great place to get in front of people who are interested in what you have to say. Email is a 40-year-old technology that is not going away for very good reasons — it’s the cockroach of the Internet.”

News on the web or delivered via social media channels can too easily get buried in news feeds and lost in continual scrolling. A message delivered via email remains in the in-box until some action is taken. We hope that action is to open eagerly and read the content with interest, clicking links to our website for further information and even sharing information contained in the message with friends and colleagues. Unfortunately, this is not always what happens.

Associations send regular newsletters as a benefit of membership, to keep members informed of association activity that may be of interest to them, as well as provide supplementary news and context that is relevant to them.

Members already have a natural connection to and interest in an association’s newsletter content. However, everyone’s inbox is overflowing. So, how do you set your message above the others to ensure it gets read?

Write effective subject lines so recipients open your messages. Many email services recommend against subject lines such as “Monthly Newsletter.” They suggest using this space to tease your top news. However, if readers know that your newsletter contains lots of relevant information that is of interest to them, that monthly newsletter may catch their eye right away.
Also, research shows that shorter subject lines, of fewer than 30-35 characters, result in higher open rates. Try different approaches and track your results to see what works best with your readers.

Write effective and creative headlines and subheadings. Your newsletter should be easy to navigate at a glance. Cater to skimmers (like me).

Consider how your message looks with images disabled. Because most people read email either on a device or by viewing it in their email’s preview screen, they won’t have images enabled. Design your newsletter to look professional even with blank boxes inserted where images should be. Images should not occupy overly large areas, especially near the top, and text should wrap neatly around those graphics.

All your images should also include “alt text,” which is the alternative text that appears when images aren’t loaded in an email. This can be done easily when using an email newsletter service such as Constant Contact.

Please also note that because use of email preview screens allows readers to read and review email without actually opening it, your readership may actually be quite a bit higher than your stated open rate.

Test. Your last step before publishing your newsletter should always be to send it to yourself as a test. Make sure it renders correctly, and check all links.

As with your friendly neighborhood cockroach, which has survived millions of years, through ice ages and nuclear war, email has demonstrated its staying power. Use the newer social marketing channels in conjunction with email, and the two can complement and strengthen each other. Encourage your readers to share your content by including social sharing buttons for key articles within your newsletter. And, including social follow buttons in your newsletter allows readers to easily follow you on those channels. Experiment to find a strong balance, and don’t give up your association’s monthly e-newsletter just yet.

Sources:
www.nonprofitmarketingguide.com/resources/email-newsletters/nonprofit-email-newsletters
www.nytimes.com/2014/06/30/business/media/for-email-a-death-greatly-exaggerated.html?_r=1
http://blog.hubspot.com/marketing/guide-creating-email-newsletters-ht

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ettiquette

I attended a baby shower this weekend at which guests were asked to pre-address their own thank you note envelopes. What? I may as well have been asked to write the thank you note, itself. In my book, this is tacky and a major etiquette no-no. If a guest has made an effort to show up at the shower and bring a present, the least the recipient can do is send a personalized thank you card.

Am I a correspondence snob? Probably. When it comes to business correspondence, there are a lot of us. Dozens of business etiquette resources and websites point to the same bothersome trend: that writers have gotten lazy. The days of hand-written letters, even printed business letters, are fading, replaced by email and further degraded by phone texts.

To set you, the sender apart, I suggest the following email tips culled from my own experience and some pretty awesome etiquette websites.

  1. Include a courteous greeting and closing. It’s just a nice thing to do.
  2. “Please” and “thank you” are common courtesies that will take you far.
  3. Initially, address your recipient formally: Dear Mr. Pitt, Hello Ms. Jolie. Use first names after a few interactions.
  4. Know your fields: The “to” field is for those from whom you would like a response. The “cc” field is for those who you are just FYI'ing.
  5. When replying to an email with multiple recipients noted in the “to” or “cc” fields, remove the addresses of those who your reply does not apply to.
  6. Refrain from using the “Reply to All” feature to give your opinion to those who may not be interested.
  7. To be safe, don’t complete the “to” field until you’ve completely written and reviewed your message and are ready to send. How many times have you accidentally hit the “send” button prematurely? “Doh!”
  8. Take the time to review each email to ensure the message is clear and cannot be misconstrued. Check your tone.
  9. Refrain from using too many exclamation points. It’s annoying. This is a good rule for any writing – electronic or otherwise.
  10. If your email is emotionally charged, take a break before you send it. Nine times out of ten, you’ll feel differently in the morning. It’s for the best.
  11. Just because someone doesn't ask for a response doesn't mean you ignore them. Always acknowledge emails from those you know in a timely manner. And if you cannot respond to an email promptly, at the very least email back confirming your receipt and when the sender can expect your response.
  12. Keep emails brief and to the point. Don’t lose your message in a sea of filler.
  13. In a string of emails, feel free to modify the “Subject” field to more accurately reflect a conversation's direction.
  14. When in doubt, go formal. No abbreviations — use full words and sentences (you, not “u”).
  15. And for goodness sake, no crazy fonts or fancy backgrounds.

Lastly, if you need to clarify your message, don’t forget the telephone. I know it’s a scary thing to actually talk to people. Maybe my next blog will focus on the lost art of conversation . . .

 

Sources:
businessemailetiquette.com
www.netmanners.com
101emailetiquettetips.com

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Our team recently participated in a webinar detailing how to save yourself an hour every day using various tools in Outlook. It inspired me to review my very first blog post and see what else I’m doing to save myself time every day. I came up with these Dos and Don’ts to make sure you are saving time and not wasting it in Outlook.

DON’T duplicate efforts. There are so many great tools in Outlook—Inbox, Task List, Calendar—just make sure you aren’t over-using them. An example of overuse: keeping an item in your inbox, flagging it for follow up in your task list, and adding a calendar reminder to attend to the item. One of these methods will suffice on its own. Do you need to respond to the email? Keep it in your inbox. Is it something that needs action from you but not a response to that email? Copy it on to your calendar and delete it out of your inbox.

DO sort by date/conversation. This one is an absolute must. It keeps your inbox tidy by collapsing all messages from a single conversation in to a single item, keeping the most recent item on top, regardless of the sender. Bonus: it spares you from the embarrassment of not responding to the most recent email in a conversation. To set your inbox up to sort this way, select View > Date (Conversations) > check “Show as Conversations.”

Wiseman - Sorty by Date-Conversation

DON’T be afraid to delete emails. Guess what? When you delete an email, it does not go in to some deep, dark black hole of forgotten emails. Keep your inbox tidy so it can be your to-do list! Delete emails that you’ve attended to—you can always search through your “Deleted” folder later on if you need it.

DO use the “recurring” feature on your Calendar. There are so many tasks that I only need to do once a month or even once a year that I would completely forget about if they were not on my calendar. To speed things up, I use the “recurring” feature (Appointment > Recurrence). You can set it to recur daily, weekly, monthly or yearly. Within the weekly option, you can specify certain days of the week (MWF? Tues-Thurs?). For monthly, you can select a specific date (10th of the month) or week (second Friday of the month). Yearly has the same options.

Wiseman - Calendar Recurrence

DO use “Drafts” to save time. I find myself sending the same emails over and over: responding to questions about a specific event, detailing steps on how to access a certain portion of a website, etc. When I notice this happening, I save a draft of the email: open a new message, type or paste the message, close out, hit “Yes” to save changes —this saves it as a draft. The email is now in my draft folder for quick copy-and-paste access when I’m responding to an email.

Wiseman - Save changes

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Working with several different clients means working with several different inboxes. More inboxes means more emails. More emails means more tasks to keep track of! Over time, I’ve learned how to make my inbox work for me and not against me.

My number one rule: I use my inbox as a to-do list and don’t let items pile up. I’ve heard several time management gurus talk about closing your inbox and only checking emails at specific times. I don’t believe in this. Members want answers and they want answers now. This doesn’t mean I constantly have my inbox open reading and responding to emails, it means that I monitor the subject lines as they pop up at the bottom of my screen. If it looks like something that A) I can easily respond to in under two minutes or B) needs immediate attention, I take care of it and then delete it. The remaining emails are on my “to-do” list, whether they are items that I need more time to take care of or those that just didn’t need an immediate response.

Secondly, “Waiting for Response” folders are lifesavers. If I’m sending an email that requires the person to respond as part of an important task, I blind copy myself. When it comes back to me, I drop it into my “Waiting for Response” folder for the appropriate client (to save a step, I could even set up a rule that says, “If I’m blind copied on an email that I send, go to this folder”). This way, I have one folder with everything that I am waiting on people for—much easier than searching through my sent/deleted items or trying to remember it all. It also keeps things out of my inbox/to-do list. When I’ve received a sufficient answer, I delete it from the folder. If something is hanging around in the folder for more than a few days, I know exactly who I need to follow up with.

To ensure that I don’t forget about items in my “Waiting for Response” folders, I change the settings so that it shows how many total messages are in the folder and not just how many are unread.

Lastly, Outlook inboxes have standard columns such as “From,” “Subject,” Received,” and “Categories.” For the items that are left in my actual inbox/to-do list, I add a column for “Notes” to keep track of the status of the task or important things I need to remember. For example, a board member might send me a lengthy email, but there is really only one task I need to complete. I call that task out in my “Notes” column rather than having to re-read the entire email to remember what it was.

These are just some of the tips I use to keep my inbox squeaky clean and manageable. What tricks do you use?

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