Clean Tech marketing has changed a lot in recent years. Whether you’re marketing energy-efficient products, or green building; getting customers to take action is no easy task.
If you are sending a mass of marketing emails and finding click-through rates are never high enough. Well you’re in luck! We’re going to outline how creating custom responsive email templates can help increase your click-through rate.
Step 1: Scrap the freebie templates
- Free email templates are great for small businesses who don’t require customization. But CleanTech brands generally have many offerings than other brands. This means you need fine-tuned layouts to be more adaptive to a larger variety of mobile devices. Get away from cookie-cutter templates and create layouts that better suit your brand’s goals.
Read more on why it’s important to scrap free email templates in our blog post Why Free Email Templates Kill Open and Click-through Rates.
Step 2: Organize and prioritize your content
- Outline the most useful or valuable information to your customers. Determine what information is essential to drive users to action. Less is more. Lengthy emails risk your customers missing the point and skipping the email entirely.
- Prioritize the most important content and call-to-actions above the screen “fold.” (The amount of the email most customers will see without scrolling.)
Step 3: Design with flexibility and limits in mind
- Create short and clear statements and avoid lengthy descriptions. Design is as much about communication as it is look and feel.
- Make your call-to-action buttons look like eye candy so they are enticing to click and large enough to use on mobile devices. Engage users with vibrant or contrasting colors with clear action-driving text.
- Use high-quality images and graphics. We all look at a lot of emails every day; make sure yours stand out from the rest.
- Design at least two variations of your email content layouts. Make one for smaller mobile devices with screen sizes 340px to 400px wide. Then make one for medium to large devices 400px wide and larger. Prevent the layout from exceeding 600px wide to ensure the email won’t get cut-off.
To learn more about how to display your email content download our free Responsive Email Design Worksheet.
Step 4: Code carefully
HTML email has been around a while. Unlike modern-day web browsers, email HTML is stuck in the 90’s. Some basic things to know are:
- It’s safe to use: static table-based layouts, HTML tables and nested tables. Simple inline CSS, web-safe fonts are also safe. Don’t forget to never exceed 600px in width!
To learn more about best practices for coding emails check out MailChimp’s Limits of HTML Email Page.
Step 5: Test, test, and test more
- There are over 40 email clients and browsers that your emails are viewed on. (This isn’t including the thousands of different device screens out there.) Testing across these instances helps you fine-tune the design and code to ensure a consistent experience. Have an experienced web developer use a service called Litmus to test your marketing email templates. Use their preview pane with images on and off, and produce a preview of how it displays in the 40+ instances. That way you will know what your customers will see when click open!
- Refine the code or design, test, repeat. You can’t make your email look identical across all email clients and browsers. But you can make it look the best it can be in most instances!
The bottom line
Organize and prioritize your content. Design a great experience for your vast mobile audience. Code and test with care. Doing these things will improve your CleanTech company’s brand image, click-through rates and create new leads to drive sales.