Nowadays, mobile phones are becoming an increasingly popular way to see email and the experience is totally different from seeing them on a computer. With the continuous increase in the number of users viewing email through their mobile phones marketers need to get ready so that their marketing campaigns will be mobile friendly and usable by subscribers with mobile phones.
However, there is still a large part of marketers that are doing nothing about improving their emails for the mobile device. Not only is this making readers to undergo a poor reading practice, but this can have major impact on a marketer's key metrics, like conversion, sales and lead creation.
Here are some strategies to optimize emails for mobile devices which will help you in getting your email campaign mobile ready:
1. Be clear and specific
If your email content through mobile is not easy to read and respond to, your client will most probably delete or overlook your message. Apply fonts like Verdana that are easy to read and keep the size of font at 16 pixels or more. Your email receivers are most likely on the move and revealed to all kinds of distractions.
2. Make use of mobile optimized landing pages
Your email landing pages for mobile should have concise, direct copy that gets to the point directly. If your subscribers have to pan and zoom to get the point, most probably you have lost them. Those who need more information can get back to your site afterward from a desktop and look at deeper links for more comprehensive content.
3. Reorganize your pre-header
On most mobile phones the pre-header or footer email text is displayed below the subject line. Take benefit of this by announcing your offer or other significant information here. It can acclaim the subject line and help you in getting users to open your email.
4. Keep your email content short and precise
Since your message will be read on mobile phones by one-fourth to one-third of your recipients, you will need to cut back a little amount of content in your email. Use the minimum amount of content needed to convey your exclusive offer or information. This may signify using small amounts of copy and links to your website more frequently, or just decreasing the amount of textual content in your marketing campaigns.
5. Rethink your email design and graphics
Many Iphones and Smartphones, which signifies 24% of email opens, scales messages down. Fix to a single-column design, as double-column is difficult to read on a small screen. Make use of large text fonts for the same reason. Use contrast to enhance clarity. Keep buttons extra large to be clicked even after shrinking, and use texture to make buttons more attractive. Use larger images for visual appeal.
After many years of gradual growth, it appears email users are quickly moving towards using their mobile phones to manage their email. With such fast growth in this area, all email marketers need to accept mobile email marketing best practices in the very near future. So be prepared now because small screen is here to stay.
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