In this fast-paced digital age, more and more people are viewing emails on their mobile phones. That is why it is becoming increasingly important for businesses to optimise their email marketing for mobile. Designing your emails for desktop just will not cut it any more, in fact, your audience is more likely to ignore or delete your mails, which is costly – to say the least. Here are 5 ways you can stay ahead of the game and tailor your email marketing for mobile:

 

  1. Use Mobile-Friendly Templates

Using email templates that have been designed for mobile ensures that your content will render well on multiple devices. Emails that look great on mobile are a sure-fire way to increase your open and click-through rates.

 

  1. Make Your Subject Line Shorter

Having a shorter subject line is an obvious requirement, given the limited character space on mobile. While on a desktop, you have about 80 or more characters to play with, a subject line that is more than 30 characters will get cut off on a mobile device. Having shorter subject lines is also a great opportunity to write succinct, attention-grabbing copy to captivate your audience.

 

  1. Use Pre-Header Text

Often, the pre-header text is what determines whether your audience will read your email or not. Despite this, most emails do not include it. When used well, the pre-header text is an excellent way to ‘sell’ your content, and on mobile, it is essential to maximise the limited space you have to do this. Depending on the device, there are between 40 and 90 characters available for the pre-header text.

 

  1. Optimise the ‘From’ Name

Your display or ‘from’ name is probably the least creative part of your email. But why? Well, it is because your subscribers are more likely to engage with you if they recognise you. That is why putting your company name in the ‘from’ field is more beneficial than, let us say, ‘Mike Taylor’ – who may have in fact sent the mail but is, unfortunately, less familiar to the reader. Although using a real ‘name’ may seem more personal, it does not give subscribers an idea of what content to expect from the mail.

 

  1. Balance Image Size and Text

Research shows that the human brain processes visuals 60 000 times faster than text. That is why using strong visuals in your email marketing is a powerful way to increase your conversion rates. But for this to work, your images need to be visible and clear on mobile. The ratio of the image to text also needs to be balanced. Too much text and your email will be a drag to read; too many visuals or visuals which are too large will leave little room for any relevant copy.

 

On the flip side though, some mobile devices do not show images, so it is sometimes best to focus on the copy and use visuals to enhance rather than carry the message in your emails.

 

Need help with your mobile marketing or email marketing strategy? Then contact WSI OMS today.

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