Now that mobile accounts for more than 50% of all email opens, you must give your subscribers the best email experience possible across all devices if you want to maintain engagement and drive browsing and sales.
- Simplify and streamline your email content.
- Slim down your emails from 640 or 600 pixels to a single 300-pixel column. Your message will be more readable on a smartphone screen and need less side-scrolling to display your content.
- If your messages typically have more than one offer, adjust your design so that the most important one appears at the top of the message.
- Invite subscribers to opt in to email via SMS.
You know those invalid email addresses that you have to weed out of your database or face deliverability issues? They could have been pecked out on teeny mobile screens where “fat finger” mistakes and autocorrect can wreak havoc.
A five- or six-digit short code is easier to type. You also can use mobile numbers to alert your subscribers to email delivery issues.
- Double-check the landing page.
Do your customers click through to an equally friendly landing page? A few quick changes there can help you bridge the mobile buying gap:
- Auto-fill a phone number or email address on a form.
- Provide enough white space around links to avoid mistaken clicks.
- Streamline design to reduce side-scrolling and zooming.
Re-engineering your email program for mobile use can be daunting, especially if you have limited resources. However, these relatively easy changes could justify a bigger investment down the road.