No one can argue with the power of mobile devices and how they have changed the way we communicate with the world. Through mobile devices, we make phone calls, surf the web, and send and receive emails. Here’s a quick statistic before continuing…
Did you know 36.4% of all emails are opened on a mobile device? This means the remaining 56.3% is split between tablets and desktop computers. Either way, the number of emails opened through mobile devices is staggering so it’s time you start considering tweaking your email marketing strategy. If you don’t tweak your email marketing, then you’ll be losing out on a potential 36.4% of people, which otherwise would have increased engagement, profits, loyalty, and overall growth. Email service providers are aware of the changing trends and have provided tools to tweak your strategy; however, you need to ensure you make use of them by implementing them into your strategy going forward.
Here’s a few tips to help you create mobile-friendly emails so they get read and convert into visitors…
Responsive Email Design
Responsive email design, or better known as RED, is very important to ensure you email’s get read and they are easy to skim through. This interface ensures the email adapts to the mobile device it is being displayed on. While providing examples, I like to showcase some statistics so found this very interesting..
According to BlueHornet Email Marketing Study in 2013, around 80.3% of people who cannot view the email message on their mobile device are most likely to delete it right away. The rest is divided up in the other options indicated below. The element to pay close attention to is how many people actually read it, which is roughly 6.3%.
From this information, you can see how important it is to ensure you have a RED display ready the next time you send out an email.
Too much text already causes problems for those on a regular PC or tablet so it’s impossible for people on a mobile device to skim through when there’s clutter. We know 65% of emails are checked on a mobile device so it’s important you create the conversion you are hoping for through your follow-up sequence. Displaying emails on a mobile-device is only as good as the screen on your mobile phone, which is no bigger than 4-7 inches. One of the best ways to keep things simple is space out your navigation links and other buttons within your message. Having them stacked closely together makes them hard to click on and causes confusion.
To avoid email clutter, you should on focus on the necessary like…
- Call to action
- Unsubscribe link
- Share buttons
- Contact email
- Avoid traditional navigation bars because sizing them on mobile phones is difficult.
The next time you’re writing an email message, remember your purpose and the fact that it’s an email message, not a website.
Large Text and Buttons
One thing I hate about mobile devices is the fact they scale everything to fit the screen size. It’s great because it creates an interface that is smooth and easy to use, however, text can be a problem to view when scaled smaller. The Apple iPhone’s operating system scales email messages to fit the width of the screen but all other devices like Android and tablets don’t do this automatically. The users are left zooming into the message, which can be a huge problem when trying to view it in its entirety. On these devices, small text becomes even smaller, which causes eye strain, etc.
This is why it’s even more important to keep text in mind when creating your next email message. Take the size 2 notches bigger, making 13px equal to 15px, etc. You should make the title and subheading bigger as well, which represents the important sections of the email.
Tweak Subject Lines
Long subject lines are already tedious and can be distracting to desktop users and it’s not doing any good on mobile devices. You have to ensure that when creating mobile-friendly emails, you pay close attention to characters within your subject line. If you use too many characters, it’ll appear cut off on mobile devices, which will decrease open rates greatly. Next, if it’s too short, you won’t be able to specify the substance of your message, which, again, will decrease overall open rates. To combat low conversions, it’s important to follow these subject-line tips…
First, keep subject lines below 40 characters, including the spaces, so you don’t run the risk of them being cut off. Next, your subject lines should be interesting, to the point, and relevant. Statistically, it’s been proven that subject lines that include the first and last name of the subscriber convert very well. Here’s something to ensure when creating your next email…
Make sure you don’t trick the subscriber into opening your message by stating something completely different than the actual substance of your message. It will work the first time, but, going forward, it will cause you to lose credibility and lose the subscriber.
Wrapping It Up…
No one can argue about the power of email marketing so it’s important you follow what works. Implement the following factors to your next campaign and track statistics. You can always tweak as you send out more email, increasing your conversions going forward. Each subscriber is a valuable asset to your brand so treat them as partners in your company because if you take care of them, your business will take care of itself.