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WhatCounts – Optimizing email for mobile viewership

WhatCounts – Optimizing email for mobile viewership

WhatCounts - Optimizing email for mobile viewership

By: WhatCounts

Cookies by Design, the original cookie bouquet company, use email as an important piece of their marketing mix. When they started struggling with stale click rates and engagement, they wanted to do something about it. They engaged WhatCounts’ Strategic Services team to help figure out why, and fix it.

Focus on Mobile

The WhatCounts team focused on a template update that showcased the variety of sweets that Cookies by Design offers, which provided readers ample opportunity to click through. Most importantly, to capture a growing mobile readership, the focus was on creating a template optimized for the mobile viewing experience, incorporating media queries and design elements ideal for preview panes.

Testing a New Recipe

The approach with the old template needed to be updated because it was an image-heavy design that rendered the email basically blank when images are turned off, which is a default setting for most audiences that use top email clients to view their email in webmail browsers (Gmail, Hotmail, AOL, etc.). On top of that, the old template simply did not scale well to mobile small-screen size.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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