I’ll start by addressing the question of why you should consider optimizing your email campaigns for mobile devices. Simply stated, more and more people are using smart phones and mobile devices to check their email, and you want to make sure your emails are appealing to this exponentially growing segment as best as possible in order to improve the performance of your campaigns. If you have a smart phone, you know what I’m talking about. Here’s a few numbers to keep in consideration.
- A reported 69.5 million people in the US owned smart phones at the start of 2011
- Smart phones outsold PC’s for the first time ever starting in February of 2011
- By the end of 2011, 43% of all mobile users will be using a smart phone.
So now that we’ve touched on why it’s beneficial to optimize your emails for smart phones, let’s talk about some specific ways to do so.
- Make use of “preheaders” and hosted versions of your emails. A preheader and hosted version of the email will allow recipients to click on a “view on mobile device” link that will bring them to a text version of your email, or a version that uses lighter html.
- Increase the padding around your actionable links and buttons. Limiting the amount of accidental fat finger clicks will limit the amount of frustration and wasted click activity for the recipient.
- Reduce the file size if possible. Mobile speeds are slower than speeds experienced on home computers, so keep that in mind when judging your load times.
- Don’t use long subject lines. On mobile devices, long subject lines will push email content down on much smaller screens.
- If you have a mobile app or mobile version of your site, create a call to action and encourage mobile email recipients to use it within the copy of your email.