WhatCounts – Optimizing email for mobile viewership
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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