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Is Your Email Mobile Friendly?

by Whitney Trujillo April 07, 2018

If you haven’t started already, making your email mobile friendly should be a priority for your email marketing strategy. A recent Litmus study states that approximately 53% of emails are being opened on mobile devices. TechCrunch reported that 75% of Gmail users access their accounts on their mobile devices. That is a big change from the only 8% emails opened on mobile devices five years ago. Despite these statistics, a large percentage of marketers still do not have a strong mobile friendly email strategy.

Your email should look just as good as it does on a small screen as it does on a huge Thunderbolt monitor. This can be accomplished by focusing on design, user experience and content.

Studying the habits and behaviors of your customers could likely show the following: Customer A quickly checks her email from her phone as soon as she wakes up. She checks it again on the train to work, during meetings, and while waiting to pick up her kids from school. When she does see your email, it is often a quick 3-second window of opportunity and you want to make sure your email is the one she wants to read.

Email inboxes on mobile devices have preview text lines. Use these extra few lines of text wisely and encourage your customers to open the email. Customize the preview text with smart messaging rather than using the default “having trouble viewing your email?” messages that are often the only lines of text seen by your customers when scrolling through emails.

Here are 6 other simple tips to ensure your emails are mobile friendly:

1. Use a single column layout. It makes the content much easier to read on those small screens.

2. Use large fonts so your audience can easily read and/or quickly scan your email. The harder you make it for them to read, the bigger the chance they will delete it.

3. Simplify your content without losing your voice and tone. Use the small screen to think hard about what your key message is and remember to be concise and clear.

4. Tell your users what to do by providing them with big call to action buttons that can be tapped to see more. Place these near the top and make them big enough for large fingers. If you have more than one button, make sure to leave enough space between them to minimize errors.

5. Your customers should be able to tap on the logo and be taken to a mobile friendly website. The percentage of mobile friendly emails that link to websites that aren’t mobile friendly is staggering.

6. Don’t forget to tailor your emails with smart messaging. Put all that google analytics data to use, segment your users, and create targeted emails that your audience wants to read.

Keep these tips in mind while creating your mobile email strategy and you will see a significant increase in the number of opens and click through rates in no time.

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