Tips for Mobile-Friendly Email Campaigns

How long has it been since you’ve evaluated your current email marketing campaign design(s)? If you haven’t given them much of a glance since you created them, it might be time to give them a once over. Why? Email design that renders correctly on any mobile device (smartphone, tablet) is crucial for success. Trust me; you do not want an email that requires a lot of scrolling, is difficult to read, or makes it difficult to click links! Your click-through rate will plummet.

Don’t believe me? A recent study from Accenture stated that 44 percent of email is opened on a mobile device (as opposed to a desktop or laptop). 56 percent of US smartphone users have made a mobile purchase in response to an email and 71 percent of mobile purchases are influenced by email messages. Moreover, 70 percent of people delete an email that does not “look good” when viewed from their mobile device! WHOA!

If it has been awhile since you’ve checked your email campaign’s mobile-readiness, here are a few tips to help you optimize.

Think Small

When reading an email on tiny screen, legibility is crucial! Always keep in mind that a typical email, which is around 650 px wide, will be scaled down to half that size when viewed from a mobile device.

  • Use a single-column layout.
  • Maximize the size of the text for easy reading.
  • Emphasize your most important content (i.e. your call to action) first.

 Focus on Touch

Make sure that any and all of the email’s click-able elements, such as buttons or links, are large enough to be clicked with a finger. There is little that is more frustrating than trying to click a link on a smartphone and it not working because it was not optimized for it! If your reader has to pinch the screen to enlarge the link, you will not get the response you want.

  • A finger is not as precise as a cursor (not by a long shot) so make sure to leave plenty of space between links.
  • Design buttons that are at least 44px (or more).

Consider Design

In an ideal world, you want to design an email marketing campaign to look great on a mobile device and computer screen or monitor. Here are two different design methods that I recommend you consider.

  • Mobile-aware design means the email is optimized to have one cohesive framework across all devices and screen resolutions.
  • Responsive design uses CSS3 media queries to create mobile-friendly messages. Basically, these queries allow for “intelligent” styling by overwriting styles to adjust to your email’s layout, text size, image size, etc. This creates a more usable experience on a small screen.

Now is the time to take another look at your current email marketing campaigns and give them a mobile-ready makeover. Remember that your email marketing campaign and website design should work together to create a wonderful experience for your customers!

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Image Credit: Thoughts on Business

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