The second part of our deep dive into mobile-optimized email campaigns is here! If you missed out on the first part, you can click here to read it! In this section, we shift our focus from getting the reader to open the email to the body, and how to keep them reading and engaged.
Tip 5: Avoid Overcrowding
Making the transition from checking emails on a desktop computer to checking them on a mobile phone is an adjustment in its own right, but now throw in a jumbled and busy email on a small screen and you’ve got an instant turn off. Gone are the days where emails were one-size-fits-all, and not taking the change in screen size into account can result in unsubscribes.
There is an easy way to avoid sending a messy email: previewing it. A much smaller viewing screen is subject to overcrowding way faster than a desktop, so it’s important to see what your layout looks like on a mobile screen before pressing send. If you like to include links in your emails (and you should!) it also will prevent the frustration that accompanies clicking on the wrong link- something your readers will thank you for.
Tip 6: Keep Your Design Simple
Emails are a blank canvas where you can really let your creativity and design skills show. Emails that are designed for a mobile screen are no exception, but there are certain design restrictions that should be taken into consideration. The scroll-ability of your email, for example, is something that can make or break a user’s experience. Anytime they have to scroll to the side to finish reading a sentence their attention span shortens and frustration may start to creep in. A single-column layout eliminates these problems and ensures that your CTA’s are front and center.
Tip 7: Include Copy that is Concise
Marketing is not often an industry where the adage “Less is More” applies, however where mobile-optimized emails are concerned simplicity is key. The urge to fill your emails with information can be strong, but ultimately it can hurt you more than help you. In order to combat the urge to over-inform, you should always ask the following questions:
- How are your subscribers reading emails?
- Where are subscribers reading emails?
Placing yourself in the shoes of your readers will help you to find the answers. Sadly most emails are read on the go and don’t have a reader’s full attention. Implementing bulleted lists and short paragraphs can combat this by telling the reader what is important as they scan through. Increasing the font size can also enhance their reading experience and prevent them from zooming in to make the text readable.
Tip 8: Don’t Forget to Test
It goes without saying that nothing should be sent out without first being tested, but we’ll say it again just in case. Test. Everything. In addition to catching bugs and other errors, testing also allows you to find out what devices your emails are being read on, which in turn can help you improve your formatting. As you tweak and make changes, you may need to test an email more than once to ensure everything is running smoothly. While nothing in life is perfect, testing allows your emails to be as close as possible.
And there you have it! Hopefully, you now have a better understanding of the importance of mobily optimizing your emails and feel confident in implementing these tips into your current marketing strategy. However, if you are still unsure or have any additional questions, click on the banner below to schedule your free 30-minute consultation with us today.
