Include trackable links
Analytics is everything! Your email newsletter can be a source of data that can bring actionable insights. Make the hyperlinks and buttons in the email footer trackable, and you will be able to measure the performance of automation campaigns.
UTM parameters are a clear and reliable tool to track traffic. With the help of automatic UTM builders, you can put down the parameters, get a ready-made link, which allows you to see in an analytics report where each of the visitors came from and what they did on your website.
Optimize for mobile
The percentage of mobile email viewers is growing: the first half of 2021 showed mobile’s share at 44.7%, with webmail at 36.3%, and desktop at 19.1%, Litmus says. Therefore, every message you pass on should be mobile-friendly, because a positive mobile experience makes users come back. Make sure that all the blocks of the email template are optimized for smartphones, especially the footer. If it fails, a user won’t be able, for example, to find contacts and reach you.