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Mobile emails – email marketing on the move

Remember the days when we all needed luggage to transport our mobile devices and wrist strain injuries were the norm, caused by the sheer weight of these technological marvels.

Of course you do. We’re there again.

Smartphones have gone big again. But this time we’re not just lugging phones around in our pockets, we’re carrying our lives on a completely mobile computer.

This means that your audience is switched on everywhere. But what does it mean for your multi-channel email delivery and more importantly, your brand?

Think about your image

  • It’s important to remember that emails can look very different on phones
    Content check

    Content preview

  • Ensure that your template renders well on all email clients
  • If you haven’t already, then investing in a template that includes links to a mobile version of your email (as well as giving links to a mobile-friendly version of your website) could be something to think about

Think about your message structure

  • Avoid long chunks of text and make calls to action stand out clearly without having to scroll through the email
  • Short url’s rather than full url’s may also display on smaller screens better
  • Keep emails succinct and use a larger fonts to highlight important points
  • If you have a lot of information to convey, consider sending more regular emails but each with less content.
  • Not all phones support html or automatically download images, so having clear text versions and alternative text that describes images is also important.
  • A good way of checking whether your message is loud and clear is to send yourself a test and open it on your phone – if you could open it while walking down the street and see at one quick glance the point of the email, then you’re probably good to go. If not, then you might want to consider making some changes.

If you want to see how many of your recipients are using mobiles to read your emails, use the free email client detection function – you might be surprised how many it is.

email client

Email client reporting

And, for a final shameless plug, Adestra can also offer content previews, so you can see how your emails will look at the click of a button on a number of email clients.

If you want to know more about maximising your emails for mobile devices, watch our webinar on mobile for email. It goes through why a mobile strategy is not just a nice to have but a necessary part of your email marketing strategy.

Check out my next blog in a few weeks, where I’ll be looking at some of the best ways email marketers have been using mobiles to their advantage.

For some more ideas on how to get started with designing an email for mobiles, check out Neil’s tips on the Adestra blog.

Other interesting articles:
6 design tips by Mass Transmit
Mobile in the wild by Marketing Land
8 myths about mobile email by Mass Transmit
4 ways to prepare for mobile evolution by Mass Transmit
Email on the phone by Comm100
Optimising email for mobile phones by Mailing Manager
Lots more information and links can also be found at Email Marketing Reports

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