With the rising popularity of smartphones and tablets, many businesses have realized the importance of having a responsive website—a website that is built to adapt to the screen size of different kinds of devices (desktop, laptop, tablet, smartphone, etc). Websites are not the only facet of your online presence that needs to be mobile ready. Email Marketing campaigns have to be responsive too.
The 2013 Magid Media Futures report found that 79% of adults ages 18-34 have a smartphone. With ownership numbers like this, it should come as no surprise that more and more emails are being opened on mobile devices. Earlier this month a record-setting 44% of emails were opened on a mobile device, according to email marketing company Litmus. With almost half of all emails being opened on a mobile device, it is crucial that any email marketing campaign you deploy is optimized for mobile viewing.
Everyone has head the old adage “Never judge a book by its cover”, but it seems many people judge a company by the emails it sends out. In their report “2013 Consumer Views of Email Marketing”, Blue Hornet asked consumers what they do when they receive an email that doesn’t look good or is difficult to read on their mobile device.
According to the survey, 80.3 percent of people delete the email and move on, and 30.2% unsubscribe from that email list. This means the impact of 8 out of 10 of your emails could be negated, and almost a third of your potential customer base could be lost, all due to an improperly formatted email.
What should you keep in mind when creating an email? Below are seven helpful tips to make sure that your campaign looks great and doesn’t drive away potential revenue.
- To ensure readability on mobile devices and tablets, make sure your email is still readable at all sizes, down to 500-600 pixels
- Give your email a trial run. Test it out to see how the email displays on different mobile devices.
- Mobile devices mean touch screens. Make any buttons or links large enough to be easily clicked with a finger
- Make sure plain text and html versions of your email are available. This ensures that your email is viewable on any device and will be visually appealing on mobile device or computer.
- Use descriptive alt text under your images in case they don’t display properly.
- Double check that any pages or forms your email links to are also viewable on a mobile device.
- Keep the design clean and simple, and use legible fonts.
Adhering to these guidelines will help to keep your recipients subscribed and your emails in their inbox. For more information regarding email marketing click here.