Email marketing in the mobile era has undergone significant changes. The mobile revolution requires marketers to reshape their strategies to target clientele more effectively. To optimize campaigns, it is critical to analyze customer behavior in the mobile era. Devices are used everywhere, from the bed at night to the office restroom during working hours. With over 60% of emails now being opened on mobile devices, marketers must prioritize “mobile first” strategies.
In this article, we provide a guide to creating professional and optimized email newsletters for the most commonly used mobile devices today. If you’re using a tool like INBOXBrush, you can simplify this process. Otherwise, here’s how you can manually optimize your email marketing campaigns.
1) Use Mobile-Optimized Templates
To increase open and click-through rates, it’s crucial to ensure your newsletters look consistent across devices. Using mobile-optimized templates is essential. While coding your own XML can be complex and time-consuming, tools like INBOXBrush provide ready-to-use templates designed for mobile environments. Just drag and drop your content, customize the design, and you’re ready to send.
2) Use Catchy Pre-headers
Pre-headers appear below the subject line and can be a key factor in convincing subscribers to open your emails. Keep your pre-headers short and catchy, providing just enough information to entice readers to open the email. Aim for 40-50 characters to optimize your chances of the pre-header being displayed correctly on various mobile devices.
3) Shorten the Subject
On mobile devices, the subject line space is much shorter compared to desktops. For a standard computer screen, you have around 80 characters for a subject, but on mobile devices, this is cut to approximately 30 characters. Ensure your subject lines are concise and attention-grabbing to maximize engagement on mobile devices.
4) Adjust the Sender Part Correctly
Would you open an email from someone you don’t know? Neither would your subscribers. Set your sender ID clearly and professionally. According to research, 68% of users don’t open emails from unknown sources, so be sure to use a recognizable and trustworthy sender name.
5) Find Balance Between Written Content and Images
Subscribers spend an average of 51 seconds on an email. With such limited time, it’s important to strike a balance between text and visuals. Images are processed 60,000 times faster by the brain than text, so prioritize visuals to capture attention. However, don’t overdo it—use concise text to guide the reader and ensure your images are appropriately sized for different devices.
6) Big Buttons for Big Fingers
Make sure your CTA (Call to Action) buttons are large enough for users to tap easily. MIT research shows the average fingertip covers between 45×45 and 57×57 pixels on a screen, so ensure your buttons are large enough to prevent frustration.
7) Optimize Your Website for Mobile Devices
Once your subscribers click through to your website, ensure it’s optimized for mobile devices. A website that isn’t mobile-friendly can lead to lost sales as users abandon the page. Don’t let a poor mobile experience ruin your hard work in getting subscribers to click.
8) Track User Data
Utilize modern email marketing software to track user data and behaviors. INBOX provides detailed reporting systems that allow you to adjust and optimize future campaigns based on performance insights.
