He then showed data that pointed out we are reading emails in different places during the day. For example, many people now read emails while watching a second screen (like TV or a movie), in bed, in the bathroom, and yes…while commuting.
Gone are also the days when an audience would take endless time to read emails. Barber warned, “Likely they are not fully engaged in your campaign. If you are not giving them a single action they can do in about 8 seconds, you are probably doing them a disservice.”
6. Design Is Key
There are common mistakes Barber sees. He gave lots of examples like, using half of the screen before getting to the message, when all along we want the email recipient to take the least path of resistance. People will get frustrated if they cannot get to the message quickly.
People want you to get to the point in 8 seconds, so make sure they can. Get into the content as fast as you can. Let the images do the talking, Barber advised. He showed several examples of how marketers waste the small window of time they have to get their message across.
Design can be a real issue too. A bad contrast like a light font on a white background can be completely ineffective.
Barber added, “Nobody reads column base emails.” He believes nobody is zooming in anymore unless the email has maps or photos.
If a URL has to be shown, it should not have one thousand characters.
Emails should be tested to know what they look like through different devices and services before campaigns are blasted out.
7. Be Personable