Mobile devices have been increasingly becoming popular for both email and web consumption. In India, Mobile devices represent 62% of web consumption this month; an increase of 15% since the beginning of this year (Source: StatCounter).
In one of our own recent studies, we explored the market share for various devices when it comes to checking emails. Based on sample data, we discovered mobile devices to contribute to 43% of email opens in India.
Hence, it’s a no brainer to optimize (or start optimizing) email for mobile devices. While the task may seem daunting to some, we assure you that the rewards in form of better customer engagement will make it worth your efforts.
We have compiled Best Practice Tips that are sure to set you going in the right direction:
Identify how your customer’s read emails
This should be the first step that will define your mobile optimization strategy. Find out:
– What is the preferred consumption device? Is it mobile, desktop, or both?
– What is the time when customers read emails: in the morning when they get up, before sleep, or any other time during the day?
– What are the preferred mobile platforms used by your customers? (Android, Apple, Blackberry, windows etc.)
Keep it Simple
Fancy and image heavy email messages might look pretty but they might not be preferred by customers on conservative data plans. Furthermore, since the standards in mobile email are still evolving; it’ll be beneficial to stick to simple styling that can work across platforms.
Value the mobile Real Estate
Majority of mobile devices have small screen sizes (at least smaller than a traditional desktop), so each line, heck every pixel is precious real estate. So instead of beating around the bush; make it a point to get your message across as quickly (and simply) as possible. Keep your sentences and paragraphs short and crisp.
Include Identifiable and Actionable Call to Action(s)
Traditional CTA text or buttons might not be equally successful with mobile devices. Your email message should preferably avoid clutter; if you cannot help it for various branding reasons make sure your CTA stands out from the clutter. Give it room to breathe so that it’s easily identifiable and click-able.
Keep larger fonts
Keep the font large so that it’s easy to read on small screens, however not so large that it ends up taking all the valuable space. For headlines you may use between 20 – 22 points and for copy use 12 – 14 points. It is recommended to use web safe fonts so that your content is displayed as you intended across devices.
Don’t forget the landing page
When optimizing the email user experience for mobile, think about the entire process from Subject Line, Template, Content, Call to Action, and even the landing page. It would be a bummer to have a neatly optimized campaign for email, but have a landing page designed for desktops. A poorly designed landing page can put off your mobile readers resulting in a drop in conversion rates.
The only way to find what works is by Testing it!
It is highly unlikely that your customers use the same device, running on the same platform. Even if you discover that a majority of your customers use Android; Google’s cherished OS comes in several versions and allows Mobile manufacturers to add whatever customization they desire. The implication of this is that unless you test your content, you wouldn’t find how each platform displays and reacts to your email message.
Some interesting Mobile Facts:
Most Popular Activities on Smartphones
Email is the most popular activity on Smart Phones according to IDC & Facebook, Always connected, 2013
How did you receive the message that led to the purchase?
More than one-half (56%) of US consumers who have made at least one purchase using their smartphone have done so in response to a marketing message delivered via mobile email – ExactTarget “Mobile Dependence”.
Most Preferred Mobile Email Message
Special offers (27%), vouchers (21%) and realtime tracking (21%) are most preferred email content according to a study by Edialog (“The future of mobile messaging”). Newsletters are the fifth most preferred type with 12% of respondents saying they like to view that email type on their mobile the most.
To find insights specific to your audience / industry or to find out how you can optimize your email marketing for mobile, give us a shout!