Friday, March 22, 2013

Optimizing Emails for Mobile Devices

Over the last 2 years, mobile device usage has shot through the roof with more and more users relying on their portable devices to open and read through emails. Have you considered this fact when optimizing your email campaigns? If you’ve never taken email optimizing for mobile devices seriously before, now is the time to start. According to Campaign Monitor, mobile email usage has grown from 4% of the market to 20% in two years.

So the question becomes - How can you optimize emails for mobile devices?
Subject line:  Use 15 characters max to ensure that recipients can read the full header upon opening

Layout: Use a simple, stacked layout as opposed to a multi-column layout

Width: Keep the width to 600px or less so portions of email are not cut off

Buttons and links:  Make buttons and links big and “clickable” by providing padding (whitespace) around them to eliminate “mis-clicks”  

Click-to-call: Use a plain text phone number or a click-to-call button.  It stands to reason that mobile users are likely to have a high conversion rate over the phone. The idea here is to make it as easy as possible for them to do that.

Ergonomics: Remember that ergonomically, you’re designing for people’s thumbs. Keep that in mind as you’re placing important elements such as call-to-action buttons.

General best practices: Most of the best practices for regular email design still apply. Use images wisely, balance images with plain text, use alt text.

 Happy Mailing!
Author: Michelle Chan
Editor: Caitlin Durand

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