Brand emails are now being opened on mobile (49%) as often as on desktops, according to a study of five billion marketing emails sent last year by Yesmail Interactive.
This means your 2014 email marketing campaigns need to be strategized for every screen size. What’s more, only 11% of mobile users are clicking on email call-to-actions, compared to 23% on desktops — So your content and designs need to be more compelling than ever.
Here are some simple steps to take to help make your email content effective on an iPhone, iPad, Android or other mobile devices:
Use responsive templates
- Themeforest offers a wide selections of designs that will help your email display well on all screens.
- Email marketing platforms such as MailChimp and Campaign Monitor also offer ready-made responsive templates
Design imperatives
- Make sure your site is easy to load: that means compressing all photos and uploaded files
- Consider that many devices won’t display photos as you create your content
- If you use photos, keep them bold, bright and with a clear focus
- Create a large call-to-action button of at least 44px x 44px and place near the top of your email or, on the left-hand side where the eye goes first
- Design your emails with a one-column wide, as some mobile devices will not display right-hand columns
- Use large type: at least 14pts for headings and 12pts for text
Remember: concise, effective content
- Use short, compelling titles using researched keywords
- Place your call-to-action button near the top
- Consider creating a mobile landing page for your emails: SparkPage can help you build one in minutes
- Filling out forms can be tough on mobile: offer a phone number
And make sure your company’s website is optimized for mobile too. You don’t want to lose a valuable click-through because your homepage took too long to load on a mobile device.
Here’s a great infograph about mobile users produced by the email marketing firm, Get Response. Happy emailing!
