In our previous post , we had discussed the importance of focusing on a mobile email marketing strategy. In this post, we will look at how you can adopt a mobile email marketing strategy by looking at some of the best practices for optimizing email campaigns for the mobile user.
Use Responsive Email Design
Responsive email design refers to a design which adapts to different screen sizes and types and provides the same level of user-experience regardless of screen-size. Responsive email design is a must to ensure that mobile users have the same user-experience as desktop users. A study conducted by Experian demonstrated that responsive designed e-mails have superior click-through rates all the way up to 63% and transactions rates up 18%. These are numbers one just cannot ignore.
Use Plain Text Emails
As much as you are tempted to use an array of images and links to appeal to your prospects/customers, don’t, especially when it comes to crucial company information and updates. Plain text emails have the advantage of never being blocked by spam filters and can always be viewed regardless of the screen size without any formatting issues.
Keep Your Subject Lines Short
Most mobile devices allow only half or even lesser characters compared to desktop web browsers, so it is a good practice to keep your subject lines short (around 20 characters max) and to-the-point. If there is no other option but to keep the subject line long, ensure that the most relevant and attention-grabbing points appear right at the onset of the line.
Some Design Considerations
If your email size is around 500-600px wide, they will be viewable on most phones. Anything greater than that will create formatting issues.
CTA Should be Clear and Visible
According to MarketingSherpa, the average email reader only spends 15-20 seconds looking at your email. Assume that your subscribers will not spend too much time going through the mail, which means that the call to action should be easily found, clearly visible which subscribers are able to click easily.
Jazz Up that Snippet Text
The snippet text is the text right above the header image. Since it is probably one of the first few lines that your subscribers are going to see, it is crucial to make it interesting – test out call to actions or messages that make the reader scroll down and read the whole mailer.
By following the simple tips mentioned above, you can ensure that your emails have a higher open and conversion rates by appealing to mobile users.
