Dayman adds that marketers can use alt tags to add in, for instance, company names when logo images are blocked.
2. Consider multichannel consumers. "The hard part today is you can actually open up an email on a mobile device and decide to read it later on a standard desktop email client," Eichner says. She suggests that—much like the preview pane on a desktop email program, such as Outlook—the calls to action, links and other important information remain in the upper left-hand corner. (Playing it safe, marketers can assume that the small screens are anywhere from 150 pixels by 150 pixels, up to 240 by 320 or, flipped to the side, 320 by 240. Other devices, like the iPad, have larger screen sizes to consider.)
She adds: "Here is the proper way to code a URL to ensure it works across platforms: click here"
Williams says, "Use a fluid layout. This will allow the message width to adjust to the size of the device screen and optimizes readability no matter what device your customer is using. Don't try to use one layout specific to the iPhone or Blackberry."
3. Make it short. Shorten links, Eichner says. Shorten subject lines, Dayman adds. Or front-load subject lines, Williams says.
For marketers who have a lot to say, Marshall suggests providing a link at the top of the email to a mobile-friendly version on the Web. Eichner notes that any links within the email should also lead to mobile-friendly landing pages.
4. Use analytics. Eichner says even marketers who don't have analytics attached to their email campaigns can take a look at their Web analytics and use the data to design mobile emails. "Your web analytics data, in addition to having browser and operating system data, [will] also have screen resolution data," she says. "So you can make inferences by seeing a 320 by, say, 396 screen resolution, or 240 by 240."