Mobiles Email Success
Emails Are a Great Way to Reach Mobile Users
Newly released data shows email is more popular than ever on mobiles. Indeed, an email sent to a mobile, is much more likely to be opened than on desktop, and web mail. More opens occur on mobile than the other two combined. Mobile Email now reign.
That’s why you have to optimise your emails for mobile viewability.
Optimising for mobiles means a few things right off the bat. You might want to shorten subject lines.
Your landing pages must be responsive, so you dont waste clicks.
The email itself needs to be responsive to the viewer.
And, make sure you have easy to click buttons.
With those basics in mind, the next level relates to your marketing automation. So, this includes automated responses to particular events or engagements (or the lack of which) by the user.
Emails that gain the highest open rates, by far, are those that go beyond simple customer name personalisation. So, for example, targetting particular products based on past buys, when on offer. Or, abandoned cart emails, with a discount code.
Such automated responses should focus on the mobile experience – keep the design simple and to the point. It is on mobiles where now most of the action happens.
Some Responsive Design Requirements
Whilst you don’t know when you send an email whethers its going to a desktop or a mobile, a smart responsive design can give you the best of both. Extrenuous data and clutter can be removed from the mobile version.
The email design needs to focus on the above portion, the ‘above the fold’ level which engages immediately.
A small summary text at the top of the email is a good idea.
Media queries help you design an email that has many responsive elements to the viewing device, which can be as simple as changing font size.
Images also need to scale correctly, there are a number of approaches to that. And of course, you need to squash the file size down as much as you can.
Since mobile e-commerce is a tricky thing to get right, emails are one of the best tools for you. An e-commerce site may have many options and navigation difficult for mobiles. Because navigation within your site is harder on a mobilke, it is common for shopping campaigns to perform worse on mobiles than desktops and tablets. But email can be a great way to target specific products to subscribers that engage them.