It’s needless to say, people are opening emails on the phone more than ever. According to Backlinko, a study revealed that more than half of all emails are opened on a mobile device. So, to get results out of your email marketing efforts, it’s imperative to optimize your email for mobile devices. As per eMarketer, around 57% of marketers are moving towards implementing friendly designs in their email campaigns. If you are planning the same, it’s time to learn the best ways of how to optimize email for mobile.
Let’s get started!
What is Mobile Email Optimization?
Mobile email optimization is the process of improving the elements of your email so they are easily accessible on mobile devices or, in simple terms, can be easily read, navigated, or adjusted. These elements are the subject line, copy, design, and CTA. As an email sender, you must optimize all the elements to ensure your marketing efforts are not going in vain.
Why do You need to optimize your emails for mobile devices?
To enhance email delivery
Mobile optimization plays a great role in helping you convey your message to your target audience. When your emails are not optimized for mobile, users may not open them. As a result, your emails will get landed in the spam folder. By effectively optimizing your emails, you can decrease your email bounce rate and spam complaints while considerably improving your deliverability rate.
Improves engagement
By optimizing emails for mobile devices you can improve your engagement as the practices involved in optimization allow you to reach a broader audience base.
Improves ROI
According to open data, “email campaigns have a 4200% ROI, meaning that for every $1 spent, you make $42.” Optimizing your emails for mobile users is likely to enhance engagement, conversion rates, and overall customer satisfaction, which boosts ROI.
How to optimize email for mobile devices?
Use responsive email design.
Responsive design can save lot of your marketing efforts. Reponsive design means to provide a seamless experience to viewers across various devices by adjusting the elements of interface according to the screen dimensions of the device.
Check your email on the mobile preview to check its mobile responsiveness before hitting the “send” button. This feature will let you know how your email will appear on various devices.
Let’s explain how this makes a difference:
Suppose you are sending a promo email where you want to inform your audience about the new collection you have launched. On the desktop, the products should be arranged in a side by side manner, while on the mobile device, they should be arranged in one straight column for easy scrolling. That’s where you can use the mobile preview to test how your email will appear on different devices and prevent you from sending an email that might look fuzzy on the phone. Upon finding issues, you can promptly adapt your design and optimally perform with your email marketing campaigning.
Employ a simple layout.
Mobile screens cannot fit many elements as there is limited space. That’s why your focus should be on creating a clutter-free experience. To achieve this, you should use clean and simple layouts. Opt for single-column layouts. Using simple design allows the users to easily navigate the email without feeling confused.
Make sure you are optimally using the white space to prevent the cluttering and cramped look. Create space around all the elements to enhance its readability and entire visual appearance.
Create an organized hierarchy using various formatting options and font sizes. This can provide directions to readers.
Employing these principles in your mobile email design can help you create a visually appealing and user-friendly experience that can boost engagement and generate you high ROI.
Watch your subject line length.
A desktop inbox displays almost 60 characters of an email’s subject line; however, it’s 25-30 characters for mobile. Return path after analyzing almost 2 million emails found out that most subject lines lied between 41 to 50 characters.
To craft a optimal subject line, understand where you target audience lies the most. Are more of them desktop users, tablet users or mobile users? This can help you decide for which screen to write subject line for.
If you have large portion of mobile subscribers then it is ideal to keep your subject lines under 25 to 30 characters so they look catchy and clickworthy for readers.
Use pre-header text
This part is often ignored and not given its due importance in spite of how useful it can be when it comes to creating mobile-friendly emails. Let’s understand how.
Before starting with anything, let’s first understand what preheader text is. It’s basically the first line of your email’s copy and gives pre-context to your subject line, as it can also help draw the user’s attention.
Here is how you can make your emails more mobile-friendly with the help of preheaders:
- Keep them within the character limit.
- Use it to compel the subscriber to click
- Don’t repeat the subject line.
- Give brief summary to complement the subject line.
Keep Your Copy Short
While writing copy for your emails make sure to keep it short and concise. When your copy is short, snackable and scannable, users find it easy to read. It’s likely that if they find your one copy interesting, they might start following you religiously for your fun copies.
To enhance the scannability of the content, you can add bulleted lists and short paragraphs to your copy. Make sure to use interesting and digestible chunks of content that offer a direction to readers and prompt them to take action towards going into the lead funnel.
Give thought to your images.
Bear in mind that not all devices show the images by default, so it’s ideal to plan for an “image off” experience. But your email should still be highly interesting and make sense.
According to Web Marketing Today, Blocked images can bulk up the email and make them heavy to load.”
In short, think of images as secondary and optional. Use it only when it’s a core part of your message.
Make Your CTA’s Obvious
It’s worth noting that you readers are always short on time and they are often on the go readers who want to taken to the points without much hassle. That’s why it is important to tell them what to do right up front.
You can do so by placing your CTA near to the top of your email and ensure maximum clicability. Make sure your CTA buttons are minimum 44×44 pixels.
Wrapping Up
Strategizing is the core part of marketing. So, these were our strategies that could get your marketing efforts maximum desirable results. If you wish to get updated with more of such content, don’t forget to keep up with us. Subscribe to our newsletter and never miss anything good!