According to this year’s report by Moveable Ink, 67% of emails in 2014 were read on mobile devices. If you’re sending out emails, you need to remember that there’s a good chance it will be read on a mobile phone or a tablet. Good responsive email design doesn’t happen automatically. If your intended target doesn’t open or respond to your email because of a design issue, you’ve lost a marketing opportunity. Don’t let this happen to you! Before you hit send, think about these issues so your emails don’t get ignored.
1. No cut-offs allowed: Keep your subject line short.
Length is especially crucial for mobile-friendly emails. For example, the iPhone will only show about 35-38 characters in portrait mode but 80 in landscape mode. Keep your subject line short—good advice for all of your emails, actually.
2. Avoid endless scrolling: Keep your text length under control.
Don’t make your user scroll endlessly to get to the good part. Restrict your content length and keep your call to action “above the fold” to use an old newspaper term.
3. Keep it clean: Put your navigation and social media links on the bottom.
This tip is related to number 2: Don’t make your reader scroll past buttons and headers information to get to your crucial information or your call to action. That information is better at the footer of your email.
4. Testing, testing: Keep it compatible with multiple devices and clients.
Emails that are ugly, distorted, too small, or just too hard to read get chucked or ignored. You can save yourself some email trauma by testing your email for a variety of devices and email clients. Most ESPs and marketing automation software such as SharpSpring include responsive templates and testing options so you can preview your emails.
5. Stay mobile-friendly: Keep your links responsive too.
It will not help if your reader clicks on your site only to discover that she can’t see your page. Your entire online presence needs to be responsive, from your main page to your landing pages for specific campaigns.
6. Beware of thick thumbs: Keep it clickable.
It’s annoying to fumble around with teensy buttons or links, isn’t it? Make your call to action buttons (Subscribe Now, Download Now, etc.) a good size for the thicker-thumbed among us. 44 pixels is a good target size for graphics.
7. Don’t rely entirely on images: Keep it text-friendly.
To save bandwidth, users often disable image downloads in their mobile email clients. Make sure your recipient doesn’t miss anything if that’s the case—keep your important information and your call to action in text format as well as in images.
8. White space is your friend: Keep it clean.
The impulse is always to cram in a lot of information. But, as with good website or print design, more white space means your content is more readable.
When you’re using an ESP or marketing automation to send emails, you can usually choose templates that are optimized for mobile viewers. Users should still keep these above tips in mind as you select a template, create images, and write your content. Keep your email mobile-friendly and you’re more likely to get engaged readers.