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How to Create a Mobile-Optimized Email Marketing Campaign

Thursday - January 23rd, 2014

Written by: Tristan Pelligrino

How to Create a Mobile-Optimized Email Marketing Campaign

Does your business rely on an email marketing campaign to gain leads? If so, now is the time to ensure that the emails you send are optimized for mobile devices. With mobile devices growing more and more popular, especially for online tasks, mobile optimization for emails cannot be ignored. There are a number of simple ways that your business can optimize its emails for mobile devices, from using smaller images and larger CTAs to sending adaptive emails or mobile-only versions. Read on to learn more about the statistics on email and mobile use as well as how you can optimize your email marketing campaign for mobile users.

The Stats on Email & Mobile
The numbers are in on email and mobile use, and they simply cannot be ignored. First, 48% of emails are now being read on mobile devices such as tablets and smartphones. However, if your emails are not optimized for mobile, users are not wasting any time – 69% will delete these emails. A whopping 89% of marketers who use email marketing campaigns are losing opportunities for leads due to emails that are not optimized. To increase your leads, it is imperative that you pay attention to mobile optimization. Otherwise, you risk losing customers who are frustrated by poor email quality on their mobile devices.

Mobile Optimization Tips

  1. Resize Images & Reduce File Size: If your emails include images, the first step in optimizing them is to allow them to be resized proportionally depending on the screen size of the user’s device. You also need to decrease image file size. This is because images load much more slowly on mobile devices, and statistics show that for every 1 second of delay time, you lose 7% of conversions.
  2. Create Larger Links & Buttons: On mobile devices, small links and buttons keep users from being able to follow through with your CTA. Click space for your CTA button should be at least 44 x 44 pixels to ensure that users do not have difficulty clicking. In addition, links and buttons should be spaced far apart enough so that the user cannot accidentally click on the wrong one.
  3. Use HTML or CSS: Complex design elements are simply not conducive to mobile. Rather than using Flash, JavaScript, etc., stick to plain HTML and CSS, or plain text if possible. This will ensure that your email is compatible with all devices.
  4. Develop Adaptive Emails: One way to ensure that users on all devices can read your emails easily is by creating adaptive emails. Adaptive emails adapt to the device that they are appearing on, adjusting for screen size and other factors.
  5. Send Mobile-Only Versions: Rather than using adaptive email, you can also opt to send a mobile only version of your emails. Another option is to include a link at the top of each email for the mobile version.
  6. Change Font Size: Using the correct font size is also critical to ensuring that your emails display properly on mobile devices. Your regular text should be 14-point font, while headlines should be 22-point font.

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