Page 22 - Grapevine May-June 2019

In The Winery

saying goes, a picture tells 1000 words. We recom- morning, and for the most part that still holds true.
mend telling the story with images and a clear call But, the overwhelming use of mobile phones to
to action rather than large amounts of copy. read email has us consuming content at different
times and in different ways.
Because emails are opened on a variety of plat-
forms and devices, a responsive design is critical. Data from MailChimp and Wordstream suggests
Images should adjust to the size of the screen and that midweek - specifically Tuesday and Thursday
copy should be limited to the most essential. The are still the best days to send emails. Tuesdays get
call to action must be clear and easy to see, with the most emails opened compared to any other
call to action buttons being the most effective. day of the week, although Saturdays may also be
a good day to send email for its high open rate,
Images must load quickly and be appropriate to according to data from Experian and analyzed by
be viewed on a mobile phone. Many of our clients Customer.io.2
wish to use full bottle shots in emails, but these do
not view well on mobile phones. It is much better Why the conflicting data? While it is imperative
to use a tight beauty shot where the label can be that the email can be viewed on a mobile phone,
clearly seen and read. We find that an image that we are still addicted to our computers. The behav-
combines the product, offer, and call to action ior we are starting to exhibit to combine these
that is clickable to be effective in increasing click two is interesting: If we like an email we open on
through rates. a mobile device we may save it and open it again
later. This makes sense if you think about how
MOBILE USAGE DRIVES TIMING and when we use our phones. We’re in between
meetings (or in a boring meeting) or on the bus or
For a long time, the belief was that the best time waiting in the sandwich line at lunch and we scan
to send an email is at 10:00 AM on a Tuesday through emails, deleting ones we don’t want to

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