Designing Emails? Keep the Mobile Masses in Mind

According to a recent report by Yesmail Interactive, nearly half of all marketing emails are opened on mobile devices.   That’s a serious stat to consider with some major implications.   And it begs the question, with nearly half of your email recipients considered mobile viewers (and you can expect those numbers to continue rising), are all marketers taking mobile optimization seriously?   Here are some tips to consider when ensuring your emails are ready for the small screen:

Be Concise

This applies to both the subject line and the copy within the email.   The number of characters shown in the subject line of an email will vary based on device, operating system, and orientation (portrait vs. landscape).   The variance can be large, from low 20’s to 60+ characters.   With that in mind, it’s best to assume your email recipient will have a limited view — so get to the point with your subject line, and make sure your key message is communicated early.

Small Font Sizes

It can be incredibly frustrating for a recipient to strain just to read the email you sent them (First World Problems, etc.).   Remember that your email will be viewed on a small screen and size your headlines and body copy appropriately.   Many recommend a minimum font size of 14 for body copy, and 20 for headlines.

Finger Clickin’ (Good?)

Today, most actions on mobile devices are done with the tap of a finger.   For that reason, any clickable features in your email should be designed with fingers in mind, not the precision of a mouse.   With that said, there are two main aspects to consider.   The first is that all buttons/links should be designed large enough for a finger tap — a standard rule of thumb (no pun intended) is somewhere in the 40-pixel range.   The other consideration is to make sure you leave enough spacing between two buttons or links to avoid misclicks — if two buttons/links are too close to each other, you’ll get errant clicks which skew your reporting data, and more importantly lead to lower conversion rates.  

These are very basic tips, but at the same time they’re all crucially important to improve the mobile user experience with your emails.   Make things as easy as possible for a recipient, and they’ll be much more likely to follow through on that call to action.

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