via Exact Target |
STRATEGY OVERVIEW
Regardless of whether you decide to implement SMS into your cross-channel marketing mix, mobile adoption affects other elements of your campaigns—especially email. And, there’s a lot to consider when building mobile-friendly email campaigns:
- Knowing your audience. Sure, more and more people are using mobile. But are your subscribers?
- Optimizing content and design for context. It’s best to think about the environment your email is being viewed in, not the specific device being used or email client sending the message. For example, mobile users are more likely to be multi-tasking, so make sure your emails are easily scannable.
- Creating usable and beautiful experiences in both mobile and desktop environments.
HOW TO PUT IT IN ACTION
Currently, there’s no such thing as “mobile email standards.” But that doesn’t mean can just wing it—not when 70% of consumers say they delete emails immediately if they don’t render well on their mobile device.
The more you know about what limitations exist, the better off you’ll be. Here are some quick tips to get you headed in the right direction:
- Plan for an “images off” environment on most mobile operating systems—in other words, images may not always load, so make sure your message is clear without them.
- Remember, there’s no mouse on a mobile device. Design for “tapable” touch targets (such as buttons) rather than text links.
- Bigger fonts are better. It’s best to size body copy to at least 14px and headlines to 22px. However, the overall screen size is likely small, so make sure you limit the amount of copy.
- Multiple-column layouts don’t translate well on a mobile device; focus on a single-column layout with simple copy, touch targets, and clear calls to action
Bottom line: an email that is mobile-friendly will also be usable in a desktop environment. And that’s important, since our 2012 Channel Preference Survey showed that 90% of smartphone owners access the same email account via both mobile and desktop.
FAST FACT
According to Mobile Dependence Day, part of our SUBSCRIBERS, FANS, & FOLLOWERS series, more than half of all smartphone users (53%) check email at least several times per day. As the number of smartphone users continues to grow, so does your email audience!
For more guidance on building a world-class mobile program, check out our new whitepaper 4 Stages of a Smart Mobile Strategy.
