The figures are in, and they are overwhelmingly in favor of mobile phones! 68 percent of internet users open marketing emails on their smartphones. When it comes to the most pitched-to lead group, millennials, 73% prefer marketing communication over email.
As a result, it’s safe to say that your email campaigns must be not only mobile-friendly, but also mobile-first. Designing campaigns for smartphone viewing first, then for other devices, increases engagement and conversions. Otherwise, you risk experiencing a significant drop in open and response rates.
Not sure how to create mobile-friendly email campaigns? Don’t be concerned! Here’s some first-hand expert advice to help you get it right the first time.
10 Techniques for Creating Engaging Mobile-Friendly Email Campaigns
Here are ten ideas for creating mobile email campaigns. Make a note of:
1-Use a single-column layout to simplify viewing.
Don’t worry; if you’re designing an email to be opened on a laptop or tablet, there’s nothing wrong with a spread-out multi-column layout. These devices are designed for viewing in landscape mode. This, however, is not the case with smartphones.
Users view things quickly and in portrait mode here. As a result, your email should look like pillar text – everything in one column, condensed with proper spacing and imagery. The more columns you create, the more your viewer will have to scroll side to side instead of up and down, which is far more natural. When this happens, readers lose interest faster than you might think.
Avoid this at all costs, and instead provide viewers with quick and easy readability by using a single-column email layout, as shown in the image above.
2-Create Subject Lines That Are Shorter
If you’re confident in your ability to write clear, concise subject lines, please answer this question: do you mean for computer screens or smartphone screens? Okay, quickly open your inbox and count how many characters appeared in your most recent subject line. Congratulations, your subject line is optimized if it was around 60. But only for a desktop or laptop computer!
Anything more than 25 to 30 characters is simply too long for a mobile phone. Why is the length of your subject’s character so important? It is the first thing your leads look at when they open your email.
Their smartphone’s alert bar displays the subject line, which, if not concise and impactful, will cause them to delete the email. When designing for smartphones, keep your subject lines between 25 and 30 characters long.
3-When it comes to body content, less is more.
Before you roll out your email marketing campaign, be sure to create consumable content for it. Think of writing a mobile email as designing a User Interface (UI) with a serious space crunch. You should ensure it is an easy-to-scan page. How? Here are a few tips for limiting your body content without compromising on quality.
- Never write a single block of text. Either break the paragraphs up or finish what you have to say in a couple of sentences.
- A picture is worth a thousand words. Use images, videos, animated GIFs, or infographics to get your point across.
- If you must write a substantial amount of text, split it using bullets, headings and sub-headings.
- Embed easy-to-see calls-to-action (CTAs).
