Here’s Why Marketers Need To Optimize Their Emails For Mobile


Social Media Week

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A study from Return Path, which analyzed 27 billion email opens from 2016 to 2017, found that the majority of emails are read on mobile devices.

The data showed that 55 percent of all emails tracked were opened on mobile devices, which reflected a nearly 30 percent lift from a similar study conducted in 2012, per MediaPost.

Interestingly, iOS users were far more likely to check email from their smartphones: 80 percent of mobile opens were from iOS, which is 4X the number of emails opened from Android.

As marketers who sit at PCs most of the day, it can be easy to lose sight of consumer behavior that shows people are increasingly checking email on their smartphones. Here’s a quick punch-list to ensure your email campaigns are mobile-friendly:

Break up large blocks of text.

Narrower devices mean narrower columns and longer blocks of text. Add spaces and paragraph formatting in between every couple of sentences to avoid large chunks of text that can be difficult to read.

Be wary of large images.

Large images can slow load times, especially when users aren’t connected to Wi-Fi. Also, keep in mind that not all clients automatically display images, so your content should be able to stand alone without the visuals.

Keep the subject short (and catchy).

There are two key implications for marketers when it comes to subject lines. The first is that you have less real estate to work with, and long lines of copy will be cut off before you finish the thought. The character count for desktop is 60, while mobile only allows room for ~25 characters.

The second is that the inbox real estate for mobile is smaller and therefore more competitive, so it’s important to write headlines that stand out. Here are some thought-starters for creating compelling subject lines.

Optimize with pre-header text.

Pre-header text is the bit of preview text that follows right below the sender name in a smartphone email client. Most email clients allow you to customize this text, which can help boost open rates.


Image via Campaign Monitor

Optimize your CTAs for mobile.

If you’re sending an email, chances are you want your audience to do something after reading it. Whether that’s exploring your content or signing up for a promotion, be sure that the call-to-action (CTA) is front and center. Another pro-tip is to allow a bit of buffer space around the CTA, since it’s more challenging to press small buttons on a mobile touch screen.

Consumer behavior shows that smartphones have become the preferred channel for consuming email content. Consider these tips in your next campaign, but also take a look at your own audience data to be sure you’re tailoring your approach to their behaviors and preferences.



SMW Staff

SMW News, Social Media Week

@socialmediaweek

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