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There are certain metrics that will always be important for E -Mail marketers. Our most recent study, success in the inbox: Key to Effective E -Mail marketing, showed that 63% of the marketers want to increase sales, while 50% generate more leads.
It's not that surprising. It was interesting that the third most common priority for top animal marketers is “Improvement of the e -mail engagement”At 41%. But what does commitment really mean? How do you improve it and how does the design and developing of accessible e -mails make a difference?
However, the results of Pathwire's accessibility in the inbox survey show that many marketers believe that they build up accessible campaigns, but are even more work to do.
Although I cannot speak for all marketers, what I have seen is a wide range of how different organizations approach E -Mail accessibility. Time restrictions often prevent E -Mail teams a priority, as well as a lack of knowledge and awareness of the topic.
With e -mail about acid, we believe that accessible e -mails are good for business. They are an essential piece of the puzzle for marketers who want to improve the commitment of the subscribers.
E -mail engagement: Why the metrics are important
E -Mail engagement metrics go far beyond the persecution of openings and click rates in their campaigns. To really understand how people react to e -mail, they have to go deeper and analyze how they interact with the content. One way to achieve this is to examine metrics reading, skim and deletion/look.
It's as simple as it sounds, but it is also an informative way to measure the commitment. Reading, skimming, deleting statistics show you how much time the subscribers output in their e -mails. With many e -mail tools, including the e -mail analysis of our platform, you can determine certain threshold values for these engagement metrics.
Engagement metrics from our analysis
The default settings for e -mails on acid are:
- Look/delete: 2 seconds or less
- Skim: 7 seconds or less
- Read: 8 seconds or more
Heat cards and click cards are also effective options for analyzing the subscriber engagement. If you send longer e -mails or newsletters with content, Heat Maps will show you how far a subscriber gets. Click on cards, say where most people interact with clickable elements in their campaigns.
Use marketers to use e -mail engagement metrics to improve design, user -friendliness and general user experience (UX). However, if you do not optimize for accessible e -mails, you make it difficult for a significant part of your audience to deal with what you send you.
Accessibility and e -mail engagement
Simply put, the more people you want to reach, the accessible your e -mails are. It only makes sense. If groups of people cannot read their e -mails, delete them. If people cannot click on their action requirements, their metrics and their customer loyalty potential will need a section of the fall.
Consider the fact that, according to the Centers for Disease Control (CDC), 26% of adults in the USA (more than 1 out of 4) live with a disability. That is 61 million people. The CDC also says that 4.6% of adults in the United States have a visual disability. Around 8% of men suffer from blindness, and 12 million Americans over the age of 40 have visual disturbances. Worldwide, the World Health Organization (WHO) estimates at least 1 billion people who have an insufficient visual impairment.
E -Mail marketers who want to improve the commitment must take things like the readability of the writings they use, font size, accessible color selection and a reasonable contrast to each campaign. E -mails and accessibility of Dark mode are another problem that must be addressed.
E -mails should be encoded in a way that works with screen readers so that their messages make sense. By using the semantic HTML codes (e.g. and tags), the screen readers can understand their content. If you have an international audience or for people who speak different languages, marketing, you can use the Language Attribute (long = “) to know the screen readers what you can expect.
Make sure that the screen readers are created accessible.
Even people without visual problems use screen readers. They let Google Assistant, Siri and Alexa read their emails in the morning while walking with the dog, feeding the children, making the treadmill or making their way through the day.
It is worth developing accessible e -mails. If your audience cannot listen, see or capture the intention of your e -mail, you will lose people. And it is more and more difficult to get people back who have logged out. Take a look at some best practices for the E -Mail barrier freedom to learn more.
Tackle
Accessibility is not a project, it is a process. First, you need a complete understanding of your audience and how the accessibility will probably affect you. You should also inform your team about the importance of accessible e -mails.
If it is time to optimize e -mails, start small by implementing a basic checklist in your current process. Use clear and descriptive subject lines and coded your e -mails for screen readers with header and tables. Concentrate on the text orientation, color contrast, old day on pictures, descriptive links etc. Small things can make a big difference. Then you can build on this process and see how E -Mail engagement numbers grow!
The biggest advantage of accessible e -mails is that customers and interested parties have the feeling for their brand. Instead of being frustrated by the UX, it shows that they actually take care of their experiences. If you make accessibility in importance, you will make empathy in importance for a wider audience. In the end, this affects the measurement data and the end result while sending an important message about how your brand approaches integration.
Test e -mails for accessibility
Test everything several times (including your templates and automation) to ensure that you are switched on and off with screen readers, in dark mode and with the pictures. Then go one step further. Get some real information by watching people with visual disturbances who read and interact their emails.
Think of all the work that starts the start of an e -mail campaign. The planning and strategy. The creation, design and development of content. The email pre-deposit tests, shared tests and measurement. This is a lot of time and resources. In comparison, optimization for accessibility is a low effort that makes a long contribution to better e -mail engagement.
E -mails on acid make it easier to test accessibility! Our campaign checks checklist for pre-drives contains a barrier-free tool that scans HTML and design elements and carries out automatic updates. It also confirms your e -mails based on accessibility. In this way, you can make adjustments with just a few clicks to ensure compliance with ADA compliance with each e -mail.
Author: Elise Georgeson
Elise is the all-star product designer here under email on acid. If she comes from Milwaukee, you cannot optimize your ongoing marathons and explore nature with her husband and children.
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