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mobile-devicesEconsultancy’s latest report showed that 41% of emails are now opened on mobile devices. This statistic shouldn’t come as too much of a shock, as most people check their email before they even get out of bed in the morning. Long gone are the days of waiting to get to the office, boot up your computer, and then finally check your email. People are plugged in all the time now, which means you need to make sure your email campaigns have the same experience and impact on a mobile device as they do a web-based email client.

If you haven’t started already, you need to start optimizing your email campaigns for mobile devices. It’s not as overwhelming or time consuming as you think and these 5 tips will get you started in the right direction:

Tip #1: Create a Mobile-Friendly Version
Years ago, marketers were told to always create an HTML and a text version of their emails to make sure that all users would see the same email message – regardless of their email client. Today, it’s imperative to create an HTML and mobile-friendly version of your email.

If you’re coding the email in-house, or working with a developer, this can be as simple as adding an “@media” query to your CSS. If that’s beyond you (which is a-ok), then just make sure you’re using an email service provider that offers mobile-friendly campaigns.

At HSM, we love MailChimp and always recommend it to our clients for several reasons: it’s FREE, they have real-time reports and dashboards, and MailChimp offers mobile-friendly campaigns.

Tip #2: Make it Finger Friendly
The average human finger take up about 45 pixels of space when touching a mobile screen. To avoid having users press the wrong link, make sure the text has the appropriate amount of padding.  Also, limit the amount of links or calls to action that you have in the mobile versions of your emails. This will make the experience better for the user since they will not have to zoom in or out to click a specific link.

Tip #3: Less Copy is Better
When people are checking email on their mobile devices, they are doing everything BUT focusing on what you’re trying to say to them, or sell to them.  Keep your messages short, straight to the point, and relevant. It’s almost too easy to delete emails on a phone with the swipe of a finger or tap on a trash can icon. Keep them engaged, and more importantly – keep them as a loyal subscriber.

Tip #4: Link to Mobile-Friendly Landing Page
There is nothing worse than reading an email on your phone and clicking through to a website that isn’t optimized for mobile. There are two really easy ways to get around this:

  • Have a responsive website – this is simply a web development method that ensures that your website is fluid across all devices and platforms
  • If you’re a WordPress user, try a free plugin like WPtouch which will auto-detect what device the user is on and will display a mobile-friendly site

Tip #5: Test,Test, Test!
Different mobile devices render emails differently and emails can also be displayed differently in landscape and portrait modes. If you’re a MailChimp user, then take advantage of their MailChimp Mobile testing that is offered for free. If you’re using a different email service provider, then check out the free mobile testing tool offered by litmus. Simply copy and paste your HTML into their testing tool and see how your email will look on mobile, desktop, and web-based email clients.

Jen Stretch

Jen Stretch is a marketing professional with a decade of web-based technical experience. Her core competencies include Salesforce.com and marketing automation consulting, implementation, and training. She is a certified Salesforce.com Administrator with five years of marketing automation experience.

Jen is also a enthusiastic cyclist and applies the same competitive spirit that she has on the bike to push businesses out of their comfort zone and beyond their perceived finish line.

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