There are many ways to approach e-mail campaign development and production. We’ve narrowed it down to three options to cover all our clients’ budgets and all the devices out there.
We also include enhancements to our e-mail campaign services that our competitors skip. We usually do all the graphics and copy writing. For each campaign, we also produce a web page version which our clients use as landing pages for online ads or social media posts. A week after launch, we provide a free report on the campaign’s success.
And finally, because we don’t like to just do a one-off campaign with a short lifespan of value, we add the web page version to our client’s site on a news archive page so all that work put into making the e-mail campaign continues to pay off as a boost to site search engine optimization and additional information for site visitors to enjoy. Here are a couple of news archive pages we maintain using our e-mail campaigns: http://www.gleimjewelers.com/gleim_jewelry_news.shtml and http://www.palacecafe.net/about-us-newsletter-archive.html.
Reporting shows that around 55% of all our clients’ e-mail campaigns are being viewed on smartphones. This is a higher percentage for retail businesses and a lower percentage for B2B and service businesses. Because of this, the non-responsive e-mail campaign designs we were doing just a few years ago were dropped – a business’ e-mail must be readable and actionable on a smartphone.
Here’s what is working for our clients right now:
Mobile-friendly campaigns render cleanly, but not responsively, on all devices from smartphone (landscape and portrait) to desktop computer. Mobile-friendly is a term we made up to go with the code we developed. These are the lowest priced options since they do not need complex responsive code or an e-mail campaign platform’s design interface.
They work well on all devices and on a smartphone do not require pinching or side-scrolling.
Here’s a mobile friendly e-mail campaign.
Responsive e-mail campaigns render the same code/design on any device. For these, we use a template provided by an e-mail campaign service provider, but prevent them from looking “from a box” with custom graphics.
Different e-mail campaign providers vary in quality and services. We like Vertical Response the best for its same-time-zone customer support and list management features, which we find to be the most adaptable to split-list campaigns and the way our clients wish to manage lists. However we have been recently surprised and pleased with how Constant Contact has improved – no more phone-tree nightmares when calling for support and great reporting. Of the main providers, MailChimp is our least favorite as the list management is non-flexible and there’s no phone support.
Here’s a sample of one of our responsive e-mail campaigns, produced through Constant Contact.
Custom, responsive e-mail campaigns require a lot of work. Two versions of each campaign are produced: a desktop version and a smartphone version. These are the best looking and performing types of e-mails as the design is specific to the device.
Our company campaigns are coded in this way.
We work closely with our clients to make sure we are providing the best fit for their needs, and their budgets.