I have been pondering for some time and recently came to the conclusion that what I have with my iPhone is a serious love affair which is not breaking off anytime soon. It’s the first thing I see in the morning (BEFORE I get out of bed), and the last thing I see immediately before I go to sleep. Day in and day out, I check my email, news updates and connect with my friends on social media networks. Although sometimes I feel like I give my phone too much attention, I am certain that I am not the only one who has a love affair with their smartphone.
I recently read this in a survey by Acxiom:
91.4% of respondents said they use their smartphone to check personal email.
Source: Acxiom “Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions”(2013).
So, keeping in mind that more and more people now rely on their mobile devices for basic computing tasks, businesses will be forced into modifying their emails so that they are mobile friendly. Below are some tips which will help you get the most from those like me who won’t put their smartphones and tablets down.
1. Clear & Concise Content
Your content should be brief, clear and concise. It is true that your content ought to be compelling, but it is necessary that you cut it down so that it will be easy to scroll through the text. In light of this, make a point of including short paragraphs or organize your content into bullet points for easy reading on a small screen.
2. Simple Design
Have your design scaled down. Consider that a smartphone’s screen cannot possibly rival that of a laptop or desktop computer it is necessary for you to reduce the dimensions of your emails. Professionals recommend a size between 320-550px wide.
3. Use Larger Text
Again for easy readability, use larger text than what is found on traditional emails. The body should be at a minimum of 14px while the headlines will be okay at 22px.
4. Appropriate Image & Link Spacing
Pay attention to the size of your images, links and their spacing. Remember there are people like me with fat fingers! So, to keep your audience from cursing, do them a favor and space things well so that one can comfortable click on them without making errors.
5. Short Subject Lines
Make your subjects are short and concise. Long subjects will automatically get shortened on a mobile device. It is important to tell your audience what is inside an email but don’t make it longer than 31 characters.
6. First Sentence – Get To The Point
In addition to short subjects, mobile email applications generally show the very first sentence of your email. Don’t waste that space. Get right to the point of your email so that when users are “skimming” their emails, they will know what your email is about.
7. Use “Alt” Text For Images
The only mobile device which does not block Images by default is iOS. Since you cannot be sure what your audience will be using, always include alt text with your graphics. This way a prompt will always appear beckoning users to display your images.
8. Use Call To Action Buttons
Make your call-to-action (CTA) stand out with a big button. So at the end of your email where you are asking the user to do something (buy something, go to your website, etc.) don’t say “Click Here” because mobile users can’t “click” anything. For the best results, your CTA button should be big; around 44 pixels at least with easily readable text.
9. Include Essential Links
Essential links like “Unsubscribe”, “Forward to a Friend” and others related to social media should not be left out. Be sure to re-read #4 above when including these!
Preview, preview, preview. Lastly, it is always important to preview your mobile email before sending it out to your audience. Obviously, it is necessary for you to preview it on your mobile device (and multiple mobile devices if you have access to them.) If what you have looks impressive to you, you can be certain that it will do some good to your marketing efforts.
With these tips, you will be on your way to effective mobile email marketing. If you have any questions, please do not hesitate to contact us at (415) 683-0383 or +33 6 52 38 07 45 and we will be happy to answer any questions you have.