While email is still one of the very most widely used types of digital communication, the way folks are reading and receiving their email is steadily changing. More and more individuals are now accessing their email from a portable device - whether it is an intelligent phone or perhaps a tablet. The most recent statistics declare that Mobile email usage has increased by 81%. Naturally, this radical increase is changing just how marketers design and implement their email marketing campaigns. Below are a few of the most important what to consider when conceptualising a message marketing campaign for mobile.
Keep subject lines short
Among the biggest challenges posed by mobile email is having less physical space. Smaller screens implies that text that easily displays on desktop might be chopped short on mobile devices. To be able to create maximum impact, subject lines must be short and punchy - preferably less than 15 characters. Additionally, try to group the main and exciting section of your subject line in the initial 1 / 2 of the line to be able to entice subscribers to open, even when the complete line isn't displayed.
Concise text copy
As it pertains to email for mobile devices, it is essential that all the copy in the e-mail body is kept readable, concise and to-the-point. Readers of mobile email are time-starved and on-the-go and simply don't have time or patience to read via a long, text-heavy mailer on their mobile device. Recipients of mobile email are also disinclined to scroll down - so emails that are too lengthy have an increased chance of being discarded half-way through if recipients see them too long-winded.
Use text rather than rich media, HTML
Although email marketers should have fun and experiment with the myriad of possibilities that rich media provides campaigns that are created to target mobile users should rather give attention to text-based mailers. You want your subscribers to be able to view your email no real matter what device they are viewing it on - and text is the simplest way to ensure that that happens. Certain email marketing applications provide marketers with the possibility of sending both a text and HTML mailer. Another helpful hint: make certain all links in your text email is clear and visible while also marketo training replacing images with readable text.
Size of the email
Mobile email necessarily means smaller display - this is something that your brand needs to take into consideration when designing campaigns. Marketo reckons that sticking with a solution between 500-600px (320px for Blackberry) should ensure favourable display results. Graphics must also be kept to a minimum while they often cause rendering issues for mobile email recipients. Mobile device graphics can come through as links or blank space and the recipient that may increase the likelihood of subscribers deleting the message before they even start reading.
Call to action and clickable links
Because of the concise nature and limited space of mobile email marketing, a phone to action should be clearly visible and comprehensible. Since email that has been optimised for mobile must be simplified in terms of design, the decision to actions needs to be especially strong. Similarly, any clickable links have to be apparent and simple to click - links which can be small and hidden will be passed over by scrolling fingertips.