4 Tips for Handling the Most Overlooked Mobile Marketing Channel
Seeing as how a good percentage of your customers are likely reading your emails via their mobile devices, here are some tips to make sure your email is mobile-friendly:
1. Simple is sexy. Do me a favor and grab your phone and look at your email. Notice how many words you see in the subject line? Does the subject line get cut off in most emails? You see, with a smaller screen you need to convince people to open your email with an enticing subject. On mobile, that's five to seven words, tops.
There are other things that you should keep simple to ensure mobile friendliness:
- Keep your email to one column. Two-column and three-column layouts just don't work.
- You need larger font sizes. Nothing below 13px.
- Make buttons big and tappable. Best practice is buttons should be at least 44px wide by 44px high.
- Keeping your email between 320 and 550px wide will prevent people from the horrible horizontal scroll.
2. Don't overdo the images. Large image files are no good on mobile. Make sure your images are lightweight. Have you ever opened an email and seen the link for "display full images"?
Well, for those that don't display full images, you'll want appropriate ALT text that will entice users to display all images should that not be a default setting.
3. Cut the fluff. Listen, not all mobile users are on the go, but they consume email on their phone differently than they do on their desktop or laptop. They're on smaller screens, they have a shorter attention spans, they're often using one thumb and frequently using only one eye to read while trying to multi-task (which is not possible, for the record).
So, that means your email campaigns need to: