This Week

Happy Sunday,

Welcome back to the 12th edition of the NordMedia newsletter,

Your weekly retention strategy reality check. 

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This week I’ll cover
1. Design Your Emails for Mobile
2. Email Design 101
3. How to test your popup

1. Design Your Emails for Mobile

Designing your emails for mobile is the #1 way I’ve seen brands improve their effectiveness with CVR on their email marketing. To many brands don’t view the email in both desktop and mobile view and thus on mobile (where 85%+ of your customers are) is disjointed or doesn’t work properly.

When you’re creating your email designs always choose a mobile template, it allows you to amplify your design based on scroll length, first image load and improves the usability.

1. Scroll Length - the average distance someone scrolls or views your email. Always make sure you have the offer, a CTA and benefits within this perspective or you’re losing a massive ability to convert those prospects into paying customers.

2. First Image Load / Above the fold - Always, always have a CTA or direction above the fold. This is considered first image load and it’s the first piece of content someone sees before they have to scroll. Ensure you always include what’s necessary or what you think the customer should know to understand what that email is about and how it’s beneficial.

3. Improved Usability - Make sure your email / the email elements actually work as intended on mobile. I’ve received to many emails where the email cannot be read on mobile due to light mode or dark mode and the brand didn’t take into account this switch. Make sure if you’re using text based elements to use colors that will work on both light & dark mode; or design your emails fully using alt-text and keep your image files small for deliverability / load speed.

2. Email Design 101

1. Gather Brand Assets
i. Logo Variants
ii. Color Codes
iii. Fonts
iv. Brand Guidelines & Creative Assets

2. Identify Do’s and Don’t
i. What specific elements would the client like to see more of?
ii. Are there any elements the client wants to avoid or minimize?
iii. What are the key considerations when designing the email?

3. Find Inspiration
i. Once you have everything you need and a good understanding of what the client is looking for, start by visualizing what the email will look like in design format.
ii. Dive into the vast world of email design inspiration websites like Really Good Emails or Milled to get your creative juices flowing. (Think of it like feasting at an all-you-can-eat buffet of inspiration!)
iii. Find an email (or even a section in an email) you like? Copy it straight into your Figma file (create a page dedicated for inspos) for quick reference later.

I cover more detail and provide many more tips and tricks on proper email design in my FREE Email Design 101 notion board.

3. 3 Ways to test your popup & why it matters

1. The Offer - one of my favorite tests to run is gamification of the offer vs just providing it. Usually 9/10 the gamification wins outright. This is a good way to present an offer but also allows for you to A/B test the actual CVR of the offer by splitting the gamification audience into 2 flows with different offers ($10 off of $100 or more vs 10% for example).

2. Design - this is often times one of the more overlooked aspects but can also have an overwhelming impact. Just simply testing how an offer is presented can be all it takes for a 3-5% lift in CVR (I like using best performing ad creative as an inspiration).

3. Timing - I’ve been testing this more and more recently between immediate display of the popup all the way to 30-40 second delay. The sweet spot I’ve found so far? 20 seconds; this typically gives your consumer enough time to get some info on your product / services before presenting them with a sweet offer to heighten conversion rate. Another good use-case is finding the average length of time on page and displaying it 3-5 seconds before that; this ensures you capture your highest intent customers before they leave.

Why does it matter 🤔?
When I took over Papershoot Camera’s email they were averaging a 4.3% opt-in rate for email and 1.7% for sms

In the last 34 days I've done multiple tests and have found a new winner averaging a 20% email opt-in and 15% sms opt-in. This will add 6-7 figures of additional revenue for them this year with just this 1 simple improvement. They were not doing active testing prior to this.

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Thank you for reading! I appreciate you.

Best Wishes,
Kody