The percentage of emails being read on mobile devices is growing steadily. Today approximately 40 percent of email opens come from mobile devices, compared to 23 percent just one year ago. This shift presents huge opportunities for marketers to target customers in a context-aware environment but it also brings about new strategic and design challenges.
Emails are set to render flawlessly on a desktop but they may not read so easily on a mobile device. As such, mobile subscribers can often be less engaged because they are being forced through an experience that was not optimized to help them take the action we'd like them to. It's time for marketers to get serious about mobile emailing and make some changes before they fall behind.
It is important to start with the basics to get the ball rolling as customers are already using their mobile devices to read emails--the fancy stuff can come later. Here are three easy steps to get started:
1.Make it simple: Messages that are clear, simple, and uncluttered will be the most effective at getting consumers to act. When designing emails, make sure to use graphics to help explain messages and remove any non-essential elements. People are checking their emails multiple times per day on both desktop and mobile, so it is essential that your message is clear in both places, and also functional.
2.Make it easy to scroll: Keeping the mobile user's interest and attention is a challenge; again, think "multi-taskers." Layouts should be organized to encourage rapid scanning while also displaying key information. A few things to make this easy are to divide you messages into clear sections and use concise blocks of copy. This will help organize your information so messages don't appear busy. Creating "flow" is imperative; you can do this by adding headers with images, creating patterns to imply there is more below, and tease users with content below the fold.
3. Make it easy to click: When pressed to a mobile touchscreen, the human finger requires more space than a mouse does to click precisely, and designers must allow enough room for this, even when zoomed out. To make sure your customers don't accidently click the wrong button and become frustrated, create larger buttons and links and add padding between sections. There is nothing more confusing to a customer than when they get directed to the wrong page, making it less likely that they'll purchase today or find their way back to your content in the future.
These three elements will help your customers navigate your emails and click through to exactly what they want to see. It will engage your mobile audience in a satisfying experience and allow you to take advantage of the expanding mobile subscriber customer base. Again, these are just the basics; there is of course so much more you can do.