Email marketing has become a crucial part of any business’s marketing arsenal, because of our ever increasing digital consumption habits. With the growing popularity of smartphones and tablets, mobile consumers are spending more and more time on their mobile devices with 88% of these users checking their emails via a mobile device on a daily basis. But only a small number of these users feel that reading email on a mobile device is as easy as reading it on a desktop.That’s why it’s increasingly important to make it easy for mobile users to interact with your messages. With this in mind, here are three things you should consider when creating your next mobile email marketing messages:
- Short subject lines: This might seem obvious but mobile devices have smaller screens than computers, so bear this in mind when coming up with subject lines. You should write shorter subject lines to ensure that all the text displays clearly on a mobile device screen. If you can’t convey your message in the width of a mobile browser, simply put the most compelling words first, to encourage your subscribers to open your email.
- Place your calls-to-action higher up: Most mobile subscribers don’t want to scroll through several screens of text to read your message or find a link. So try and limit your scrolling, and keep your messages short if possible. Put the most important part of your email (links or offers) at the start of your email. This will most likely increase your click-through rates, because your subscribers will be able to find your calls to action easily.
- Optimise your design: Make sure to test your email on different mobile browsers before you send it out. Most email service providers (ESP) even have ‘Inbox Preview’ features to help you make sure your email renders properly on all devices. Subscribers have to be able to read your text without having to zoom in, and your images should always display clearly. Plus, your links or calls-to-action must be easy to click on with a finger. You don’t want a subscriber to find it difficult to act on your email e.g. click on a link or forward your promotion to friends.
In addition to this, play around with what your email offerings. Studies have shown that more consumers are using their smartphones to download vouchers and make purchases online. You could easily increase your sales by including scannable vouchers or QR codes in your emails.