4 Key Elements of a Mobile Friendly Marketing Email

 In BrightTALK Academy, Marketing Operations, Uncategorized

These days, you can’t go anywhere without seeing someone on their smartphone — whether sitting on the subway, eating at a restaurant, or walking down the street. People everywhere are immersed in their screens, consuming content and interacting with their networks around the clock.

This constant connectivity presents an excellent opportunity for marketers to adapt their tactics to reach their target audience. However, it also poses a challenge, requiring all communications to be optimized for these new mobile channels.

According to Litmus, 53% of emails are opened on a mobile device. If you haven’t optimized your emails for mobile viewers yet, here are four tactics you can implement right now to cater to your audience.

1. Subject lines

In any marketing email, the subject line is critical in determining whether or not your message will be opened. On mobile, this field is even more important to get right.

Make sure your subject line is under 45 characters to get your message across in the recipient’s inbox before it’s even opened.

2. Pre-header text

As the first line of copy in your email, pre-header text gives your audience a teaser of your email’s content. It’s crucial to grab your audience’s attention in this highly visible space.

Make sure to keep it short and engaging. Your audience might only see the first line or two of your copy. Give your readers an idea of what the purpose of your message is right away with a strong call to action.

Avoid wasting space and losing your audience’s interest by elaborating on the subject line — not copying it.

3. Visual design

When designing your templates, use a single column design that’s less than 600px wide. This is the optimal size for mobile responsive emails so your viewers don’t have to zoom in and out, thus ruining the experience.

The design should draw attention to key content and highlight what you want your audience to take away. Try using more direct formats like bullet points to capture the main ideas.

4. Images

When including images in your email, keep in mind that your reader’s email settings might block external images. While graphics are essential elements of good marketing emails, don’t rely on them to carry your whole message, in case they don’t appear.

Google found that 43% of Gmail users read email without turning images on. However, 53% of Gmail users turned images on after they were blocked. Be sure to use descriptive alt tags for those who don’t turn on images.

In any email you send, make sure your call to action sends your readers to a mobile friendly page as well. The start-to-finish user experience should be seamless on all devices.

For more on creating engaging audience experiences with personalized content, join Frost & Sullivan on November 5th at 10am PT for their live webinar: Why Personalized Content Recommendations Increase Audience Engagement, brought to you by the BrightTALK Academy.