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4 Keys to Forward Focused Email Marketing

How can you keep your email marketing relevant this year?

The rise of mobile and social media has changed the way consumers view content. It has also elevated our users' expectations. Just like marketing tools have adapted to the way consumers view and receive content, email marketing will make way for an increasingly mobile and more personal user experience.

Let's start with the facts:

  • Over 80% of people are using their smartphones to read and send email (Google 2011).

  • In the second half of 2012, 40% of emails were opened on a smartphone or mobile device (Knotice).

  • Two-thirds of businesses will integrate social media and email marketing this year (Strongmail).

  • Increasing subscriber engagement was considered the top email marketing initiative by 50% of businesses.

    It's clear that email is becoming an increasingly mobile experience. It is also a tool for marketers to engage their readers and build relationships via social media integration. 

    Here are four keys to forward focused marketing:

  1. Email marketing should be MOBILE friendly
  2. Because of mobility, content should be USABLE
  3. To increase engagement, content should be PERSONAL
  4. The user experience should be SIMPLE


It is likely that your customer's relationship with your company will not only evolve online but also through mobile. Mobile content should create a positive experience for the user every time they interact with your brand.

For email, layouts should be optimized for mobile reading. Send emails that are device agnostic and responsive to screen size. Mobile also means time sensitive. Create concentrated content, allowing users to hone in on key aspects of your message and easily engage in calls to action.


Because of mobility, email should also be highly usable. Create links that are designed for touch screen capabilities (larger buttons, larger font). If the email is linked to other websites or landing pages, ensure that those destinations are also optimized for mobile.

The email should not be fully dependent on graphics or outside links. There is often a lag time between opening the email and the images loading.


Provide more than an email personalized with a name. With the rise of social media, users are searching for a company that can deliver messages more personal and relevent to them.

Tailor the message to targeted segments. Make use of data that provides information on who your readers are and what they are interested in. Use these insights to create content that is meaningful, relevant and informative.

Don't let the impact of social media overshadow your efforts, but use it to your advantage. Integrate social media into your emails, including social links, and create opportunities to share content using chicklets or widgets. This allows users to connect with you on their preferred channels while expanding your reach.


To paraphrase, "A designer has achieved perfection when there is nothing left to take away."

We love things that make life simple. Keep your message clear. Keep the call to action obvious and minimize distractions.


Nothing like seeing good practice in action, check out these 10 Simply Awesome Examples of Email Marketing from the Hubspot Inbound Marketing Blog.