53% of emails are opened on mobile devices, according to Litmus. This is a 500% increase over the last four years. The mobile trend is not one to ignore. Google recently announced that it would start penalizing site that were not mobile friendly starting April 21st.People opening email on their mobile devices spend about two second looking at the email before deciding to delete it or read it. Beyond the having the goal getting people to take action, what can you do to optimize your email campaign?
1) Manage Text – Emails should be designed with a brief, 1 to 2 sentences, description of the headline with a link where the reader can read the rest of the article. The idea is most people will not scroll to infinite to read the entire article on their smartphone. Using white space in your emails is also important. Remember, when clicking on buttons or links on a mobile device, you want to make it easy for your audience.
2) Use San Serif Font – San Serif are most likely to be displayed the same across all devices and are clean cut. Arial, Verdana, and Tahoma are some examples. Additionally, your font should be large enough to be legible. The recommended font size for heading is eighteen to twenty-two font. Body text should be twelve to sixteen font for a mobile optimized email. While this font size may seem large on your desktop. Remember how much smaller the screen size is on your smartphone. You should also keep your font uniform throughout your email. It is not a good idea to use several different fonts within your email.
3) Use Buttons – Buttons are a great way to break up text and focus your reader’s attention on the button. Buttons are often used for a call to action (CTA). A call to action is how you tell people what you want them to do. For example, read more, buy now, visit our website, etc. Make sure your button is large enough that it could be clicked with your thumb. A good rule of thumb is 46 pixels squared.
4) Use mobile friendly templates – Many email service providers, such as Constant Contact, Aweber, etc, offer templates that are mobile friendly. Mobile friendly means that the template will resize based on screen size. If you do not know if the template you are using is mobile friendly, often single column layout are the next best alternative to having a mobile optimized email. This ensures that the reader will have the same experience whether they view the email on a mobile device, tablet or desktop.
5) Use Alt Text for Images – Alt text is a word or phrase that can be inserted as an attribute to your image. Many mobile devices have images disabled. This is because pictures take longer to load. The alt text is what is displayed if the image is disabled. This is important so that your reader still know what the image was about. For example, if you only include your logo without the alt text your audience may now know who the email is from.
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