Trends [November] This Month in Email Marketing: Peek & Pop, Hero Images, Attention Spans

Hotel mail marketing is changing quickly. Here’s what you need to know.

iPhone 6s Changes
A bold claim from Apple regarding the new 3D touch IPhone 6S functionality. Peek and Pop will allow readers to preview your emails — without having to actually open them. With a light press users can Peek at an email in their inbox. Then when you want to open one, press a little deeper to Pop into it. How will this affect your open rates? Well, subject lines and pre-header text may be more important than ever. Here’s some further insight on the topic from New Zapp or watch the video and Peak and Pop email details directly from Apple.

Subject Lines & Pre-Headers & Images
With email traffic increasing over the holiday shopping season it becomes more and more challenging to get and maintain the attention of your subscribers. An amazing subject line and pre-header copy is key – but try mixing up the traditional email layout. If you know readers are skimming, jump right into your content above the hero image. Use images that capture attention but don’t distract from your message.The best images to use compliment your message and demonstrate what you would like the reader to do.

Really Good Email’s latest newsletter highlights the importance of image placement. Saying that “Putting your image first, followed by a great headline, will increase reading of body copy by 10%. If you use your image in the wrong place, you could be distracting them from your real message. This gets worse as your audience grows — say to 145,000 people — with a headline above an image costing you nearly 15k potential readers!” You can sign-up for Really Good email’s newsletter here.

8-Second Attention Span
How do you adapt your email marketing strategy when the average person has an 8 second attention span? Make your emails easy to scan, simplify content, use relevant images. Read more here.