Mobile marketing has already taken the world by storm. Considering the adoption of mobiles in the speeding rate, marketers should keep themselves updated with the latest developments. One need to ensure the emails are mobile-device ready, at least in 2020.
Catering the promotional messages to portable devices with a 7-inch screen or less may sound challenging for most of the marketers who prudently rendered the same on desktops. Although mobile email marketing requires a different approach compared to the traditional method, it isn’t any rocket science or nuclear physics.
Below are the seven fundamental tips that help you optimize emails for mobile devices in less than no time.
Besides iOS, almost all other mobile operating systems, including Android, fail to scale to fit your email to the screen width. The users will need to manually zoom in/out or scroll to view the message as a whole. Although most modern mobile devices are capable of handling responsive designs, there are certain exceptions too.
So, set your email width attribute in your template’s table tag or the CSS width property to 600 pixels or less. By doing so, your recipients will not face any problem viewing messages that were formatted for different screens.
A clear and concise email that could be read easily should be the staple of your mobile-friendly strategy. Use a font size of a minimum of 13 or 14 pixels for body text and 22 pixels for headings. A 10-pixel font makes it difficult to read on small screens, and most people will delete your email without giving it a second thought.
Bonus Point: Make use of sharp contrast of colors, such as a dark text on a light background, as it helps the subscribers who often read your message on the go outside in the sunlight.
The amount of space mobile devices offer for displaying subject lines forces you to reduce the number of words, though it’s challenging at times. Some email clients may display your entire subject line text; however, many do not.
We know that the subject line plays a crucial role in email open rates. So, you can’t just cut it off or miss an opportunity to connect with the reader.
The rule is to keep your subject line short — 40 characters or less, including space. Position the vital phrase of your subject line in the first 40 characters to minimize the chances of people deleting it or marking it as spam.
For the reason that your mobile device comes with limited space, it’s always a wise option to use simple layouts. The multiple-column layouts generally appear condensed and unclear to navigate. Often times with such design, your readers will have to struggle to read everything.
Use a single column template that makes your content more flexible for all screen sizes. It also simplifies your design and highlights the important message.
Make sure to include a distinct call-to-action that prompts your readers to do something, such as leading them to your product page, signup form, or whatever it is. Often times, CTA’s are difficult to click on small screens, resulting in losing your prospect’s attention.
Display a compelling CTA button that is at least 40 x 40pixels or larger than that to keep your email recipients engaged with the content. Besides, don’t include multiple calls to action on your emails, as it complicates the things further on mobile.
While using the images that are essential to your email, make sure to keep it smaller. Many mobile users use 3G or slower connections, so the speed at which image loads is crucial for campaigns.
Use responsive-coding techniques to load smaller images on small screens, and larger ones on computers. Or shrink the image size by 50 percent and compress it using a slightly higher compression rate than normal to load it faster and conserve the bandwidth.
Also, we recommend you to include image descriptions (ALT Text) to let people know about the image when it’s not being displayed.
Fingers are not similar to mouse pointers, and that’s the reason why your mobile device doesn’t respond to your actions in a tiny area, especially while tapping on a menu or navigation bars on a small screen.
If the reader has to tap twice or more than that to interact with such contents, there’s a chance he won’t bother anymore. So, we strongly advise you to avoid such features in your email. Instead of traditional menu or bar, go with the basic building blocks of the website such as images and links.
Smartphones have become a crucial part of today’s lifestyle. Hence, designing a mobile-friendly email that displays optimally between a computer and a mobile device will not just ensure a great look on various screens but also encourages prospects to read it.
