The Thumbnail Guide to Mobilizing Your Email
The template redesign approach has the advantage of making the most of each platform's abilities. However, it does require resources to design, build and test. As a result, brands with modest resources or those that don't have a large mobile-using audience may wish to create a universal design instead.
Approach No. 2: Mobilize your design. Brands can create a universal design — i.e., one that works well on both mobile and PC-based platforms. Simply put, the best practices for mobile email design closely match the best practices for email design as a whole. Strong calls to action, easy-to-scan layouts and brief copy tend to work well regardless of where the recipient views the message.
Naturally, the design must make a few concessions to the limited space of a mobile screen. The email should be no wider than 350 pixels. Action buttons should be at least 44 pixels high because mobile users click with their fingers, not a mouse. Images will scale down, so test to see which image sizes work best.
Both of the above recommendations come with a big caveat: test, test, test. If nothing else, make sure that your emails work well in Gmail on an Android phone and on the iPhone, the two biggest smartphone platforms.
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