How do you check your email? If you’re like most people, it’s often on a much smaller screen than the one you were using just a few years ago. Today, more and more emails are opened on a mobile device. So, when it comes to your business’s approach to email marketing, you need to make sure your messages look great no matter what size screen your audience is using. You also need to think about how people are reading and interacting with your emails in today’s increasingly mobile world.
An easy way to make your emails more mobile-friendly is to use a single-column template. This will make it easy for people to see all of your information without having to click to zoom in. People consume information differently on a smaller screen. One of the biggest differences is how quickly they can scroll through and scan information. As such, you should format your email content for people who like to scan. Start with a short header message that sets up the content people are about to read. The copy that follows should be clear and concise. Replace lengthy paragraphs with short, snappy sentences that let people know what you’re doing, why it’s important to them, and what action you’d like them to take. You should also avoid lengthy paragraphs that can slow down the reader and distract them from giving your content the attention it needs.
Images and Branding
Include an eye-catching image that helps the reader connect with the message you’re sending out. Bear in mind that on many mobile devices, images won’t display automatically and some will turn off displaying images by default. As such, it is important not to overload your email with too many images and to always make sure you have text to provide the details people need.
Now that you’ve set your message up to work well on mobile, the last step is to make sure your readers clearly understand the action you want them to take. If you want people to show up to an event, or call to place an order, it is important to clearly state what you want them to do and give them the information they need to take action. If the next action is online – to visit your website, register for an event etc. then you should include a link that’s visible and easy to click on any screen size. Remember that on mobile devices, your readers need to be able to use their finger to click or scroll. Avoid stacking multiple links or putting different links too close together. Whenever possible, add a button that’s easy to click from a phone’s small screen.