Every email campaign must consider the mobile experience. Over half of Internet users access the Internet via mobile devices such as smart phones. As a result, if you are not sending mobile-friendly emails, you are likely missing out on chances. A responsive email adapts to the viewport or window size on any device while still looking beautiful. This enables organizations to deliver the same experience to mobile and desktop users.
On any given day, people access the Internet using a variety of devices. According to a study conducted by Think with Google, 57% of customers own more than one sort of device. Additionally, people switch between gadgets during the day. According to the same report, 71% of mobile users utilize email programs. That is a sizable user base. We’ll look at some strategies for making your emails more mobile-friendly in this article.
1. Adapt Email Templates for Responsiveness
A responsive email template can automatically modify the email’s content to match the user’s device. For instance, the user will not need to scroll side-to-side to see your text because the style or design will automatically adjust to suit. Additionally, responsive email templates adapt to the circumstances. On a mobile device, for example, your two-column layout would be reduced to a single column. Similarly, your email’s images may vanish after a certain width target is reached.
However, for many, creating a responsive email design from scratch is not an option and may not be the best solution. Rather than that, you should utilize email marketing software using responsive email templates. Consider Constant Contact, which includes high-quality responsive email templates. HubSpot is another viable option. Responsive email templates assist ensure that your audience has an enjoyable experience regardless of the device they are using.
2. Maintain Brief Subject Lines
Mobile device displays have a finite amount of space. As a result, your subject line is frequently truncated if it is too long. While some email clients display the complete subject line, the majority do not. And, when it comes to email marketing, the subject line is essentially your headline. This is because, like the title of an article, it is frequently the first thing the recipient sees and can influence whether or not they continue to read. As a result, you do not want it severed. Typically, a mobile user sees the sender’s name, the email’s title, and a portion of the body material (in that order).
This can result in missed opportunities to favorably impact readers. As a result, you should keep your subject lines concise. A decent rule of thumb is to keep the subject line to five words or fewer than forty characters. This is not always doable with an email campaign, however. In such circumstances, begin your subject line with the most critical words or phrases (within the first 40 characters). So that they are visible to your readers on mobile devices even if the headline is cut off.
3. Make Your Body Copy’s First Line Count
Most email clients display the first line of your body copy as preview text, often known as preheader text. You can provide a preheader text in some email marketing tools. This is then displayed to the recipient in place of your copy’s initial line. However, not all platforms provide this feature. However, there is no reason to be concerned if yours does not. Simply ensure that the opening line of your body content is written in such a way that it advances the reader. It should provide contextual information that will attract the recipient to open your email.
For instance, beginning an email with “my name is…” is less effective than starting with “Hello there, here’s the newest…” However, always include a preview text if your platform supports it. For instance, SendinBlue enables you to customize your emails’ header and footer content. Because it is the first sentence in your body copy, the header text will become the preview text. Additionally, take in mind that the length of text will vary depending on the mobile device and email client used.
4. Increase the size of the font
On mobile devices, your writing will always appear smaller, and small fonts are difficult to read. A small display, such as that found on the original iPhone SE, or even a smaller device, exacerbates the issue. Additionally, you do not want your writing to be too small on a desktop. Certain email template producers specify two font sizes: one for desktop use and one for mobile use. However, the optimal strategy is to utilize a single font size that is large enough to accommodate both cases.
Font size plays a significant role in creating mobile-friendly emails. Maintain a font size greater than 16 pixels to ensure that your emails are readable on all devices. You may increase the text size as much as necessary to enhance the user experience. To keep things simple, the majority of email services allow you to specify a single font size for all displays.
5. Reduce the size of your images and prepare for no-image situations
Speed is critical to the mobile user experience. Numerous mobile users are connected to slower networks, which take longer to load significant amounts of data. Reduce the data size of your photos to speed up the loading of emails. Utilize an image compression program to accomplish this. There are other free ones available online, such as Optimizilla.
Additionally, certain email programs do not accept photos or automatically block them, so you must plan accordingly. This can be accomplished by ensuring that your mobile-friendly emails make sense without visuals. For instance, one may utilize photos to supplement the text copy but omit additional information such as alternative (alt) or title texts. Depending on the business, email campaign, and target demographic, you may even be able to go without photos entirely.
Conclusion
When we examine consumer behavior, it becomes evident how critical it is to send mobile-friendly emails. You must contact every member of your target audience, and many of them use mobile devices. Mobile-friendly emails enhance engagement and the likelihood of your campaign succeeding. The recommendations we’ve provided here can assist you in developing mobile-friendly emails for your organization.
Consider your reaction if an email does not display properly on your device. The majority of us would simply delete the email. The recipient should not have to squint to comprehend small print or spend additional time deciphering your message. If you want to increase the number of individuals who respond to your offerings, you must send mobile-friendly communications.