Have you optimized your email campaigns for mobile rendering? If not, I am inclined to ask “Why not?” given that many campaigns see an upwards of 53 percent increase in clickthrough rates just by creating a mobile version of their message.
Although there are a number of ways that you can make your emails more compatible with mobile readership, one of the best ways is to incorporate responsive design. Responsive design allows for anything the mobile user is viewing to adapt to the size of their screen. This way, instead of having to scroll across several times or zoom in 500 percent to read a single sentence, the content will automatically load to fit their screen. You can utilize this concept with your email campaigns to jump-start your clickthrough rates by simply building your message using scaled content. For a quick how-to, take a look at our example of how to use responsive design in email.
Other than making your content easy to scale and load on a mobile device, there are a few other design strategies to keep in mind for a mobile viewer. For instance, make your links obvious and easy to click throughout your email. This type of content would be easily apparent to someone viewing your message on a desktop computer, but viewing condensed content on a 3-inch smart phone screen can make your links and call-to-action less obvious.
Also, try not to pack a ton of copy into a tight area — Keep your paragraphs shorter and provide enough spacing between copy so that it’s easy to read, but not so far that the reader does not realize there is more content below. This might take a bit of trial and error with testing on your part, but it will all pay off in the end, as reflected by an uptick in clickthrough rates.
These are just a few tips to help you get started and hop on the mobile bandwagon. To learn more about how to optimize your email campaigns for mobile viewership, check out our free on-demand webinar:
How to Create a Winning Mobile Email Marketing Strategy
Inbound Marketing Coordinator, WhatCounts