5 Email Marketing optimization tips for mobile devices – WAU

It is no longer new that mobile devices have a significant influence on Digital Marketing strategies. The good positioning of a website on search engines, for example, already depends also on the quality of the browsing experience of mobile users. In Email Marketing, the path begins to take similar forms. Campaigns, if they want […]

It is no longer new that mobile devices have a significant influence on Digital Marketing strategies. The good positioning of a website on search engines, for example, already depends also on the quality of the browsing experience of mobile users.

In Email Marketing, the path begins to take similar forms. Campaigns, if they are to be successful, need to adjust to smaller screens and the demands of the audience viewing emails on their smartphones and tablets.

To give you an idea, a survey by Litmus found that 54% of emails are opened on mobile devices. A survey made by Movable Ink goes further, saying that the participation of mobile in email openings is 68%.

Anyway, we can see that mobile devices are already preferred by more than half of users in both reports.

So, knowing that your Email Marketing campaigns also need to be designed for mobile, we have prepared a list with 5 optimization tips for your strategies. Check it out below!

1. Try to shorten the subject of your email and the name of the sender

The reason for narrowing these lines is simple: to fit the size of smaller screens. Writing subject or sender texts for mobile is not the same as writing for desktops.

That’s because, if a text is bigger, it will probably appear clipped. Thus, the message will not be passed through at first sight, and the chances of the user opening the email will be less.

In this case, the indicated length of the subject line for mobile devices is around 30 characters. Which allows you to put, on average, 3 to 6 words in the email title.

As for the sender, the limitation is slightly greater because the font size showing the sender’s name is also greater.

In this regard, it is recommended not to exceed 23 characters – but, depending on the size of the screen, this number can go up to just over 30 characters. If necessary, use abbreviations in both cases, as long as the meaning is not lost.

In addition, if your company has a more informal relationship with your contacts, you can make use of some known adaptations on the internet, such as “vc” or “pq”.

2. Work only with responsive layouts

You have probably heard of the importance of responsive website design, right? Well know that the same goes for emails.

In fact, the paths for these adjustments are also similar: the use of ready-made templates or the development by your IT and marketing teams.

The first path is recommended if you and your team do not have the time or technique to develop your own templates. One way to get ready and responsive templates for your emails is to access your marketing automation platform – if it offers a base of prepared templates.

In addition to the remarkable simplicity and agility, the advantage of this path is the possibility to customize most of these models. Thus, your emails can reproduce your visual identity even without being developed internally.

The second path requires more time, work and knowledge from your IT and marketing teams. Given the ease of access to free themes, the most acceptable justification for developing your own models is the total customization of the design.

3. Highlight your Call-to-Action (CTA) buttons

Anyone who uses smartphones to browse and open emails knows the risks of eventually bumping or clicking on a button or link unintentionally. This is often because these buttons are small in relation to the wearer’s fingers and the size of the screen.

So, if you want to promote a better experience for your contacts, you should be concerned with the size of your Call-to-Action. In this regard, it is recommended that it be at least the height and width of an adult’s finger – somewhere between 1.6 cm and 2 cm. Translating this to pixels, we find the ideal between 45 x 45px and 57 x 57px.

To avoid inconvenience, the ideal is to test your emails with your internal team. So, adjust the size of the buttons and texts that carry links until they fit a minimum margin of errors.

4. Use short texts and large fonts

As in other pieces focused on mobile, email also demands a structure that is quick and easy to read. The agility is given by the objectivity of the texts, in which the ideal is not to make the user scroll the screen several times until they understand the whole message.

The easiness happens when the fonts are big enough for the majority of the contacts to read the emails without major difficulties.

Regarding the texts, however much they need to be a little bigger, you can deliver the main information, along with a CTA, right in the first lines and paragraphs of the message. As for fonts, you can test the size 22 for titles and 14 for flowing text.

The important thing is to get the contact’s attention and decrease his efforts to understand the content.

5. Optimize your mobile landing pages

It is not enough for the email to be adjusted for other screen sizes: the landing pages must follow the same path.

This is because a large part of Email Marketing submissions projects a desired action to contacts, such as accessing a blog post or downloading an eBook. And all of these actions take users off their email platforms and take them to a website, ecommerce or Landing Page.

Whatever the destination, the ideal is that the user experience is maintained – that is, with a responsive layout, large letters, objective information, well-highlighted buttons, etc. Thus, the public will be able to complete the action initiated there by reading the subject line and the sender.

See an example of a responsive Landing Page that we did at Digital Results:

email marketing optimization for mobile devices

Anyway, this series of tips shows how important it is to be concerned with your user experience.

The more you and your team put yourself in the place of the contact who will receive your emails, the greater the chances of developing campaigns and messages that promote a good quality of reading and browsing.

So, by adopting these good practices, your company tends to improve its conversion rates and the flow in your sales funnel.
So, did you like the post? If you liked these tips, you will like even more to access our Email Marketing Guide. You can download it for free and see how to plan, create and measure effective Email Marketing strategies!

* Content produced by the team of Resultados Digitais