The share of email opens occurring on a mobile device keeps growing, climbing to 48 percent, according to a 2015 report from Litmus. Given the rapid growth in mobile email opens, it's only a matter of time before more than half of total opens will occur on a mobile device.
Marketers face a real challenge in finding ways to market effectively on increasingly shrinking screens. Savvy marketers know they need to think about how their email marketing is affected by this trend. Now, we're not just worrying about overcoming spam filters, we also need to consider how and where an email will be viewed, when it will be relevant, what action will need to be taken and on what device?
One thing is clear: With devices shrinking and the attention span of readers decreasing to a frightful eight seconds, email marketing needs to evolve.
Here are eight tips to help you produce better-looking email creative that's more accessible and will render for both desktop and mobile email clients:
1. Using Links: You can include a mobile-friendly URL link at the very top of an email, also known as the pre-header area. This would be a link to a hosted online text version of your email that is optimized for mobile users with limited text and images. This is considered the easy and safe default option, but it doesn't provide a rich and compelling email creative for the recipient. It also requires additional clicks by the reader, which has been shown to hinder response rates. Keep in mind, many template-driven email service providers may not offer options to host a mobile version. However, many do.
Avoid crowding URL links too closely together in the body of the email, which makes it difficult for fingers to press on the correct link. Use pixel padding (read more in Tip No. 5) to allow for space around or between clickable areas. Be sure to include links to important pages that support the email promotion or content. Always use trusted links, because users can't hover on a mobile device to ensure the link is safe.