In today’s digital marketplace, making sure your message is seen and heard can be a challenge. Mobile-responsive email is just ONE part of the equation when it comes to lead generation and building customer relationships. Customization and personalization is crucial to a successful email marketing campaign. In their last 2015 quarterly report, Yesmail compared response rates for brands using mobile responsive design in all their emails with those not using any responsive design strategies and the mobile responsive campaigns had a far stronger click to open rate (16.2% vs 10.4%).
Research is showing that a large percentage of consumers will simply delete an email they’ve opened on a mobile device that doesn’t display correctly. This is important in a market where according to Catalyst, about 68% of Canadians have a mobile phone. Of those mobile users, a recent report by Litmus states that 55% of email opens in 2015 were performed on a mobile device. With that many eyes on it, your email had better be responsive.
So what are some of the best customization and personalization practices when it comes to mobile-responsive email? Here are a few tips that will help you design better emails with higher open rates:
- Keep it short and sweet. If you click into a news article (or blog post) from your mobile, you probably want to read the story. Does your receiver want to read your email? (Hint: The answer should always be “Of course they do!”) If they do, reward them (and their thumbs) by putting the most important information as near the top as you can to minimize necessary scrolling.
- Remember your Reader. Content should be short and sweet, not font sizes. Don’t make it hard for your readers by using a font only suitable for ants to read. According to designer Ivo Mynttinen, the standard font size on iOS 9 is 12px, though Apple recommends at least 13px font. Now that they can read your message, it is also good practice to make sure that your call to action is seen before the user starts scrolling. They don’t want to have to guess at what you want from them.
- Media Queries. While it is important to remember that not every mobile email client supports email queries, any method of increasing your open rates is worth trying. That being said, Android and Apple devices do, so at least the majority of the market will see your responsive email.
- Plan for the Future. We may not be able to see exactly what the future holds, but past experience tells us that the size of a phone screen never stays standard for very long. By creating a responsive email template now, you’ll be ready for any size of phone the future can throw at you; and time spent now can mean money saved later.