When choosing how to improve your email marketing for mobile devices, there are a few factors to consider.
How frequently do you use your mobile device to access email? What about on your PC?
If you’re one of the many people who prefer to check email on their phone or tablet, know that you are a part of the masses.
Compared to the roughly 0.9 billion people who use a desktop computer to check email, the number of people who check their email accounts on their phones has skyrocketed to about 1.7 billion.
As the number of desktop openings continues to fall, the ability to run successful marketing campaigns that adapt well to mobile devices is becoming more important.
Most Effective Methods to Optimize Your Emails For Mobile
Maintain a Minimum Complexity
Emails, in general, and mobile versions, in particular, benefit from a clear and concise layout due to the smaller screen size.
To help readers focus on the text, keep the layout uncluttered by including plenty of white space.
Since recipients won’t be able to view your whole email at once, ensure the most important information is shown prominently at the top.
Since mobile devices have a constrained viewing area, the functionality should take precedence.
You should choose a straightforward, layered structure instead of a complicated multi-column one. A single-column layout is more mobile-friendly.
If the width of your message is too large, it will not appear correctly. The ideal width is between 500 and 600 pixels.
You don’t want the user to go to the trouble of pinching and to expand the view of the email just so they can read it.
This will make the message more difficult to understand, preventing them from stumbling over the most compelling CTA and reducing the likelihood of a successful conversion.
Scaled Up Fonts
It’s difficult to see little print on a desktop pc, much alone a mobile one. We advise using at least 14 px for body text and 22 px for headings to prevent unreadable typefaces.
Keep in mind that iOS will automatically increase the size of any typeface to less than 13 px on your device.
The two emails below demonstrate how much of an improvement font size can make. Company X’s text is difficult to read on a mobile device because of the small screen size.
Company Y’s email, on the other hand, uses considerably bigger fonts, so recipients don’t have to enlarge the window to read it.
Think about how the font color stands out against the backdrop. Because some mobile device owners prefer a dimmer display, using colors that contrast with one another helps make text stand out.
Take Full Use Of The CTA Buttons
Most marketers understand the importance of using clear, compelling Calls to Action. It is excellent practice to position calls to action (CTAs) at the beginning of the body content in mobile-friendly marketing emails.
And keep the material to a minimum since lengthy emails tend to be poorly received by mobile users. It is also suggested that buttons be used in place of links.
This is because mobile devices struggle to render emails that include too many images or too much text, both of which are commonplace in promotional emails.
When using a mobile device, buttons stand out more clearly, making them simpler to tap. To further improve mobile UX, ensure enough space surrounding the button.
Minimizing the number of words in your button CTAs and increasing the usage of action verbs may improve their effectiveness.
If your item or service is in limited supply, you may create a feeling of urgency by using terms like “today” and “soon” in your mail.
Put The Subject Line To The Test
The first impression made by your email’s subject line is often decisive in whether or not the recipient opens the message.
Remember that the number of characters shown in the subject line varies across email clients.
Determine the best length by looking at your prior success and your target audience’s most common email clients.
Gmail and the iPhone are the most popular email clients; hence the optimal subject line length for portrait orientation is between 41 and 70 characters.
This might change based on the target demographic of the ad.
In a perfect world, you could use A/B testing to determine which of two different email subject lines gets the most clicks from your target audience.
Optimize the Images
Even while emails have gotten more visual, it doesn’t give you the license to fill them with nothing but pictures.
Email clients may be picky about whether or not to show photographs; whereas Apple’s iOS always does, Android and many other platforms often disable this feature.
Therefore, you should always provide alt text to give the viewer a sense of what the picture should be if it doesn’t load for any reason.
You may further optimize the visuals you choose to use by decreasing both the file size and the size of the picture itself.
If you want your picture to look the same across all devices, just center it after running it through a file optimizer.
Alternatively, you may set the maximum width of the picture to the appropriate percentage of the screen it will be occupying and leave the maximum height at “auto,” which will automatically resize to fit the width.
Always check the preview of your email to ensure the photos and alt texts appear as intended.
Create Insightful Content
Take care with your word choice and space, as you would with any online article. Email’s limited character restriction means that every word must be carefully chosen.
Put the most crucial information first in your topic or message. Conciseness is highly valued. Get to the point quickly since the user won’t spend more than a few seconds reading the email.
The writing should be brief, should focus on the most important details, and should be broken up if it becomes too long.
Remember that your email is competing with hundreds of others in the recipient’s inbox, so be sure to stand out with a catchy subject line and interesting content.
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To produce an error-free responsive email, it is important to grasp the best practices for optimizing emails for mobile devices.
When you think you’ve got your mobile-friendly emails dialed in, it’s time to see how they’re doing so you can tweak your strategy if necessary.
SOJY is a Growth Marketing Strategist with proven expertise in Marketing Psychology, Performance marketing and SEO with over 7 years of experience in the industry. With a passion for helping businesses grow, he has a track record of success in developing and executing innovative marketing strategies that drive growth and ROI.