Sinclairity, the blog of Sinclair & Co.

Email in 2016

Internet Summit was earlier this month in Raleigh. It’s a digital marketing conference I’ve attended for the past three years. The two day conference has a few keynote speakers and a ton of break out sessions covering marketing, UX & design, search, content, mobile, and more. This year I noticed a huge emphasis on email.

Almost every break out time slot had a speaker sharing insights and ideas for email campaigns. There were also a few really great content marketing sessions. I made note of a lot of great tips: some we implement already and a few we can’t wait to explore.

Emails are being read first on mobile devices. Now, this obviously depends on your industry, and individual results may vary, but by and large, people are reading email, especially outside the hours of 8am-5pm, on their mobile devices. That being said…

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(Michael Barber)

  • Emails should be glance-able
  • No scrolling left to right
  • Large calls to action (thumbs are bigger than mouse pointers)
  • Large font, too – at least 16pt

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(Justine Jordan)

  • Remove “Click here.” People do not “click” with their thumb
  • Personalize your emails – they perform better to the tune of +26% open rates
  • Send emails based on birthdays, purchase history, or any other data you have

And if you need any inspiration for emails, check out

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