In a recent blog post covering the latest email marketing stats of 2018, it was no surprise that we found mobile email readership showing steady growth. A recent trend report by Litmus found that in the first half of 2018, 46% of all emails were opened on mobile. With the growing evidence supporting mobile use for email, it’s important that your brand factors it into your email strategy.
Think about it: when you receive a badly formatted email as a customer, how does it make you feel about the brand that sent it? According to Adestra, an email that displays incorrectly on mobile is deleted within three seconds. It can even be as detrimental as 15% of your customers unsubscribing instead of just deleting that email. With so much of your customer experience at stake, and 3 in 5 consumers checking email on their phones, choosing to optimize your emails is unquestionable. Let’s dive into 5 easy ways you can start making your emails mobile-ready!
1. Shorter subject lines (and emojis!)
The first impression of your email is the subject line. It’s the one thing that can grab your customer’s attention in a sea of other emails, so it’s important to consider how it displays on mobile. A Campaign Monitor study found that keeping your subject line under 30 characters works best, as anything longer isn’t shown on mobile. You can also use emojis in subject lines as they appear more natural on smaller screens compared to long strings of text.
2. Use a single column layout
One of the simplest ways to optimize for mobile display is to use a single-column layout when designing your email. This way, content will display as intended and you can choose text and button sizes that translate well between desktop and mobile viewing.
Glossier masters the use of imagery to elevate the look of their emails, making their template visually interesting with just a standard single-column layout. By sneakily using one image that looks like three individual images, their email effectively gives off a stylish look and displays beautifully on mobile.
3. Bigger buttons are better
Another element to consider is the size of your CTA button. A good rule of thumb (pun intended) is to choose button sizes that are easily clicked, so your customers don’t have to tap multiple times. Best practices show button heights between 45px and 57px perform well, as this reflects the size of the average adult index finger according to MIT.
4. Responsive templates
An easy way to optimize for mobile, especially if you’re not a fan of single-column layouts, is to use responsive email templates. These dynamically optimize your content depending on screen size, and are great if you want multiple pieces of content to display side by side on desktop.
5. Code your email to display differently for mobile
The last option is to code your email so it displays the exact way you want on mobile screens. Fitbit is a great example of how you can design beautiful emails when you think of mobile strategically.
With mobile usage steadily growing, and more and more customers valuing the experiences brands create for them, it’s important not to treat mobile optimization as an afterthought. Make sure to take time when crafting your email campaigns to think about how they’re displaying on mobile devices, so you don’t risk losing subscribers.