It’s undeniable, mobile email open rates are increasing. As more of the world’s population continues to adopt mobile technology, we as marketers must respond. However, before you jump in head first, there are a few points to consider.
Know Your Subscribers
Try to determine the mobile operating system of choice for your customer base. Understanding operating system choice will greatly influence your design and development practices and requirements. Some general design best practices for mobile email offers include: larger buttons, larger fonts, and fewer links. Taking these concepts into consideration will ultimately result in a cleaner, more engaging design.
Additionally, consider using a horizontal layout for emails that you know are going to mobile users. Some companies have enjoyed great success with a horizontal layout. There is one overarching thought to consider, and this applies to both desktop and mobile email layouts. Your design needs to give the recipient a reason to engage. Place images or other design components in locations that will compel the reader onward.
The Mobile Only Crowd
The majority of mobile users never even see the desktop version of their emails. People quickly scan through their inbox on their mobile device, searching out important messages of interest, and deleting the rest. Keep this in mind. This behavioral practice means that you need to create a conversion process that is as seamless as possible. Filling out forms and completing transactions on a mobile phone is never fun, so your messaging needs to be tantalizing enough to convince people to follow through with this process.
Where Do We Go From Here?
It’s an exciting new frontier for email, one of promise and potential. It behooves us to keep up and embrace this new email marketing paradigm. Watch out for new email technologies and emerging best practices. The time for email is now.
Do you have any mobile email marketing strategies or tips and tricks you would like to share? Please leave a comment. We always enjoy feedback from our readers.