Email marketing has made the life of marketers easy and smartphones have made the life of consumers easy. “According to Campaign Monitor, 68% of email campaigns were reported to be opened on mobile devices. And more than half of Americans check emails using their mobile device, as per a survey finding by the Pew Research Center,” writes Marrina Decisions.
Mobile devices make it extremely easy to check emails from anywhere and at any point of time as customers can access their inboxes more often. If your emails are designed for mobile devices, there is a higher possibility of them being opened than web-based emails. Emails designed for desktop and laptop screens, when opened on a mobile device look terrible and most of the time, the recipients are unable to view or read them.
Whatever be the objective of your email, be it for newsletters, event invites, or for promotional communications, it is important to optimize them for mobile devices. Marketers often face the challenge of designing emails and adjusting the resolutions to make them mobile-friendly. To help you optimize your emails for mobile devices, here are five steps that you need to follow:
Write short email subject lines
Receivers decide on opening an email based on the subject line and remember that due to lack of space if you write long subject lines, mobile device users might be able to read just a part of it. While desktop email inbox displays around 60 characters of email subject line, mobile devices can display only 25 to 30 characters. Thus to achieve maximum email open rates on mobile devices, make sure you complete your subject line within the number of characters that get displayed. If the number of characters exceeds more than that, write the most important part of the subject line in the first half of it.
Do not forget the impact of pre-headers
If your subject line contains characters more than 30, using pre-header texts can come to your rescue. Pre-header texts use the first line of your email messages to extend the copy of the subject line in order to add more value and context to prompt subscribers to open emails.
Create brief email content
For utmost mobile optimization, you need to keep the content of your email short and crisp. If the receiver is reading your email message on their mobile device, it means that he/she is reading it on the go and does not have much time to spare. Thus, to help the reader comprehend your emails, you need to create smaller paragraphs, use bullet points, and create segmented content using tables.
Do not rely on images completely
Since many email clients enable users to prevent images from loading and displaying when they open emails on mobile devices and some even prefer to set that option, try not to make your emails completely image-based. Also, some mobile devices are not even able to display images with higher resolution. Thus, create your content in a way that will help your email receivers understand the message without images and graphics. To optimize your email for mobile devices, you should consider images as optional and focus primarily on textual explanation.
Position CTAs on the top
Besides creating a CTA with a minimum of 44 x 44 pixels, make sure you place them on top of your emails. This makes the CTAs more noticeable and does not get missed by the receivers who read the emails on the go. You can also place them in the center of your content to demonstrate and prompt the readers to take action within a few seconds of opening the email.
Incorporating these practices while creating email content will help you easily optimize your emails for mobile devices and increase their open rate. If you know how to do your email marketing right, you can benefit a lot from marketing campaigns and generate higher ROI for your business.
