Now that at least 51 percent of emails are being opened on a mobile device, it’s high time to make sure that your emails are optimized for mobile devices. Although the numbers from this last holiday season are just trickling in, the evidence shows that retailers in the UK benefited with 55 percent of sales coming from a mobile device, and a full 25 percent of these from smartphones. Just what exactly do we need to do to ensure that our emails are optimized for mobile in 2014? Here are a few ways to get started!
- Keep it brief - This applies to both the subject line in addition to the text of the email. No one likes to read long batches of text on a small screen, and studies are showing that subject lines of 40 characters or less are opened more frequently. The main challenge with mobile emails is to get them opened, and acted upon. Get to the point promptly.
- Make it big! - Use a larger font, no less than 14 point for text and 22 for headlines, and try to avoid using colored backgrounds. It’s tough enough to see what’s on the screen without you making it harder. Black on white is where it’s at!
- Make calls to action get noticed - Since you have fewer chances on a mobile device to have your call to action seen, make it stand out, ideally near the top! Use larger type, bigger buttons, and converting colors!
- Optimize sender names and 1st lines - Since a number of email clients (Apple comes to mind) make it their practice to present their sender names in a larger type than they do the subject lines, it behooves you to make your sender name recognizable. You’ll should also make sure that the first line of your email template is optimized also, since it is often visible in the inbox!
- Size buttons appropriately - Buttons should be at least 44 pixels in height and width, in order to make them thumb-friendly! The last thing you want is for users to be unable to click your links!
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