March 28, 2016

8 Tips For Effective Mobile Email Marketing

Princeton University nuclear labs web design shown on mobile

It’s the midst of the mobile age takeover. These days almost everyone owns some type of mobile device that they use to stay connected to the world 24/7.

Maybe they stay connected through social media, maybe they’re online shopping or maybe they’re checking their emails. No matter what mobile users are doing on their devices, it’s an opportunity to expand your company’s mobile email marketing reach. Desktop computers are no longer the main tool for reading emails, or for any online activities for that matter. The use of smartphones has grown 394% in the last four years, and the usage of tablets is up 1,721%.

Responsive Mobile Email Newsletter for Visit Philadelphia, mobile email marketing

With percentages this high, you can bet consumers are more likely to open your email on a mobile device than a desktop computer. That’s why it’s important to make sure your emails are mobile-friendly. We’ve compiled a list of tips to ensure that your email marketing campaigns will be effective on desktop, tablet, and mobile devices.

Mobile-Ready Templates

The appearance of your email campaign is crucial to whether users take the time to read it. If your email campaign isn’t built for mobile devices, chances are it will not display the way it should. This could negatively impact your response rate. To avoid this, use a template that is already optimized for mobile devices. Another option is to use a qualified web developer to code a customized responsive email template.

Short Subject Line

Subject lines are important because most of the time it’s the first thing the user sees. In order to be sure your subject line is understood and impactful, you’ll want to keep it short and to the point. Any subject line longer than 30 characters will be cut off on a mobile device. A short and snappy subject line could be just the thing to reel readers in.

Compelling Pre-Header Text

Compelling and engaging pre-header text can mean all the difference in whether or not your email is going to be opened by the subscriber. If your pre-header text doesn’t capture the reader’s attention then they may choose to ignore your email. The pre-header text is displayed just beneath the subject and is visible without opening the message. Thus it’s an important element to entice users to open the full message and take action.

Clear ‘From’ Name

The ‘From’ name is usually the most prominently displayed part of your email campaign. It’s generally the first thing the user will see and might just be the only deciding factor in whether or not they open the email. According to a survey, 68% of users say they base their decision on whether or not to open an email based on the ‘From’ name. Make sure the ‘From’ name in your email will catch the subscriber’s attention, yet positions you as a reliable resource.

Conceptual Text And Images

It’s important to remember that if you are using images within your email marketing campaign that you make sure they compliment both the headline and body copy. Using images is a great way to entice readers, especially when the images are conceptual. According to studies, most people only spend 51 seconds looking at an email, but the using images and infographics may extend their attention. However, if you choose to use an infographic it’s important to make sure the text is still clearly visible when viewed on smaller mobile devices. Overall, keeping text to a minimum may also hold the reader’s attention longer, making it more likely for them to convert.

Mobile-Ready Landing Pages

Your email campaign is not the only thing that you should worry about being mobile friendly. Your website also needs to be formatted to properly function on a mobile device. If the user takes the time to read your email, chances are they will take the time to visit your website on their mobile device.

Reasonably-Sized Buttons

Sizing elements of your email campaign to accommodate users’ fingers may seem odd, but it is indeed important. If you’re going to include a call to action button within the email, make sure that it’s a sufficient size and easily clickable.

Track Client Email Usage

Sites like Campaign Monitor and Mail Chimp are great tools for tracking email usage. These sites are helpful for learning the patterns and interests of your target audience. In addition, most bulk email vendors offer A/B testing, as well as comprehensive reporting tools that can help guide future decisions regarding your email campaigns.

In Conclusion

It can be easy to get lost or left behind in the ever-changing and developing world of technology. By following these simple tips you can ensure that your email campaigns are reaching the masses, regardless of device type.