Are Your Small Business Emails Optimized For Smartphones?

"Image courtesy of Stuart Miles / FreeDigitalPhotos.net"

“Image courtesy of Stuart Miles / FreeDigitalPhotos.net”

Email marketing is constantly evolving. New trends are continuously being implemented allowing email to continue to be one of the most successful online marketing avenues. One of the current trends is the growth in emails being read on a Smartphone.

According to statistics, 90% of Smartphone owners will access the same email accounts from their device as their desktop and just under half of emails opened are viewed on a mobile device.

Emails opened on a Smartphone also have a higher percentage of unique clicks, and emails tend to be read for longer, even when compared to other mobile devices and desktops.

To take advantage of this trend you need to ensure that your email design is optimised so that it can be read on a Smartphone. Here are some of the design elements you can use to ensure this.

1. Restrict Your Use Of Images

Keeping your emails clear of excessive image use is an important aspect for mobile-optimized email campaigns. Using too many images means it takes longer for the email to load on the phone and the potential customer will click off your email before they’ve read it.

Use one relevant image for the email. Ensure that it is not too big either, or you’ll suffer the same problem.

2. Have a Responsive Template

If you are using a predesigned template, then make certain the design is responsive. A responsive design will automatically adjust the view so it fits the screen it is being viewed upon, whether a desktop, tablet or Smartphone.

3. Watch Your Words

Some phones will only display a certain length of the subject line. Therefore you have to ensure your subject line is less than 30 characters. If you have to have a longer title, make the key components of the title within those first few characters.

Some phones will also give more priority to the “from” label. There is little you can do about this apart from to make sure your emails are being sent from an email address which has a name attached to it. Sending emails from a Sales@ or customerservice@ often get opened less, no matter what device is currently being used.

4. Body Text

The body of your email also needs special attention paid to it. Shorter paragraphs are easier for the reader to digest and because your reader is likely to be on the go, have the key points mentioned at the very beginning. Otherwise your message could be forgotten when they are distracted by something going on around them.

5. Linking

Links on phones can look rather clumsy. Reduce the amount of links to just two. These links should not be close together as this can be distracting and reduce the click-through rate.

6. Use Buttons

Because most Smartphones have touch screens; create links to content using buttons rather than in-text hyperlinks. This is far easier for the user to select the link they want. To aid this, have significant space around the button to avoid the user clicking upon the wrong item.

7. Link To Mobile Friendly Websites

Any link needs to direct the reader to a mobile friendly site. Otherwise your reader will be disappointed with a poor looking site and will take no further action with your brand.

Conclusion

Having a mobile friendly email is not a difficult task, keep elements simple and strip down most of the advanced features that were once a trend. A quality email designed for mobile, with the rise of users accessing their emails online, will allow you to achieve more from your campaigns.

Take Action:

  • Have a look at your last few emails and see if there are improvements you can make to ensure your emails are Smartphone friendly.
  • Test your new email design to see how it looks on a Smartphone.

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