By Laura England, Stone Junction
Considering the use of tablets and smartphones accounted for 25 per cent of total web use in 2014, optimising e-mail marketing for mobile is an incredibly powerful tool for business. In fact, 41 per cent of commercial e-mails are now viewed through mobile devices. Here are five tips to follow to ensure your e-mail marketing is fit for the mobile market.
- Convince them to click
- Tone down the cheese
As an alternative, opt for a no-nonsense subject line. Simple lines fare much better than cheesy click-bait and are much less likely to damage your company brand.
- Don’t beat around the bush
When it comes to e-mail marketing, mystery and obscurity does not work. The average mobile e-mail recipient will delete an e-mail in as little as two seconds. Ensure that within those vital few seconds these three questions are answered:
- Who are you?
- What are you offering?
- What is the call-to-action (CTA)?
- Getting touchy
Complicated and cluttered design work is not essential for e-mail marketing; what’s more important is to encourage click-throughs and ultimately, to convert sales.
- Time to test
To avoid squandering your hard work, compatibility testing across a number of mobile devices is vital. As an example, iPhone and Android devices will render e-mails differently, so it’s important to triple check that images load quickly, links work and the formatting is correct across all devices before the e-mail is finalised.
And once you’ve finished testing, test again.
Without a doubt, e-mail marketing is here to stay. Don’t alienate your audience - optimise for use on mobile devices.