by Arti Sharma | Featured Contributor
Are you in the game when it comes to sending out mobile-friendly email marketing? Would you believe me if I told you that the number of emails opened on smartphones has increased more than 500% in the last 5 years? It’s the truth! What does that mean for small businesses? Not only do you need a mobile friendly website design, but all communication you send out to your audience needs to be mobile friendly too.
If you feel like it is time for a re-examination of your email strategy, use our tips to build mobile-friendly emails that will get you the response you are looking for. If your audience can’t easily read or click on content in your emails, you’d better believe they will stop opening them and even worse, may unsubscribe!
5 Tips for Mobile Friendly Emails
- Keep Your Copy Short and Sweet: You want content to be easy to scan and quickly absorbed. Think bullet points, short paragraphs, and concise sentences.
- Use a Single Column Template: This is a simple design that will translate better across multiple platforms (Android, IPhone, etc) and screen sizes. It will also limit the amount of scrolling or zooming users will have to do to see the content.
- Choose Your Images Wisely: This part can seem tricky since you hear so much about images being key in social media and in website design. But depending on which device your audience is using to read your email, the images may not even be displayed! Stick to one to three key images that are essential in getting your message across and be sure to use image descriptions (called alt text) so that even if the images don’t load, your audience won’t be left with big white spaces.
- The Call to Action Should Lead the Way: Remember why you are sending out the email and make sure that the call to action is the main star of the show. It should be clear WHY you are sending out the email and WHAT you want the audience to do – register, purchase, click, etc. The call to action should be right at the top of the email.
- Know Your Characters: Users that are opening your emails on a mobile device will only see 25-30 characters of an email’s subject line. Use more than that and the bulk of it may be cut off. Half a sentence is not an effective way to grab people’s attention! Instead of a lengthy title, make use of the pre-header text which is the first line of the copy of your email and will show up below the subject line in a user’s inbox. This is a great way to provide more context and to entice your reader to open your email.
After you take the time to produce a great mobile-friendly email design, don’t forget to preview your email! Send a test to yourself (and ideally another set of eyes as well) to test out how the images come through if the font and copy are easy to read and if the finished product has the overall look and feel you were aiming for. And of course, don’t forget to take advantage of the analytics that is reported after sending out an email marketing campaign. How can you improve on what you are doing if you don’t know what’s working and what isn’t?
Measure Marketing is an authorized local expert for constant contact. We can help your business create a mobile strategy. Whether you want to revamp your mobile email campaigns, improve your mobile website design or design a mobile app, we can help you harness the power of mobile for your business. Book a consultation now!
Arti Sharma is the Chief Marketing Strategist and the Founder of Measure Marketing Results Inc. Arti has been helping businesses market themselves more effectively for over two decades. For the past 10 years, she has developed her niche in online marketing and now leads a team of digital marketing strategists and content marketers that help businesses of all sizes get found online and convert traffic to leads and customers. Measure Marketing and Arti’s core mission is to inspire and influence progressive businesses and educate them to achieve a larger impact with online marketing.
Arti has been hired to speak at various industry events over the past years and now actively educates her tribe using her blog and industry publications. She was also the host of Entrepreneur TV; show produced by Rogers that aired in Ontario, Canada. You can learn more about Arti Sharma and Measure Marketing on her website at www.measuremarketing.net.