More emails are read on mobile devices and therefore, it has become imperative to optimize your emails for smaller screens. According to Adestra’s report of “Top 10 email clients”, 59% of email opens took place on mobile, 15% on desktop, and 28% in a webmail client. Moreover, 3 in 5 consumers check their emails on the go (mobile) and 75% of them say that they use their smartphones to check emails.

That’s quite a good number of statistics and you certainly cannot overlook them. If you want to optimize your emails for mobile devices, here are some ideas to help you out.

1. Have smaller file size of the images

Content with images work better than content without images. However, when it comes to designing emails for mobile, select high-resolution light-weight images way that they do not hamper the loading speed of the emails. Resize the images by the proportion of the screen by using the code below:

<img style=”max-width: 75%; max-height: auto;” class=”ia_Center shadow” src=”imagesource.jpg”/>

The width property should be modified according to the screen size. You can use tools like FastStone Photo Resizer and JPEGmini to reduce the file size by 80% without spoiling the image quality. The key is to design simple emails without any unnecessary elements that would take forever to load on slow Internet connections.

2. Avoid writing long paragraphs

Make sure your email copy is succinct and relevant and does not have too many links put together. Include the most important information in the beginning of the email. As your subscribers are accessing the emails on the mobile phone, do not beat around the bush to prevent any distractions.

3. Make the links and CTA buttons easily visible

Precision becomes a task for subscribers using devices with small screens. Therefore, you should add taller and wider text links and CTA buttons. Also, add enough spacing to your links so that your subscriber does not end up clicking on any other link accidentally.

4. Write short subject lines with related pre-header text

It is an email marketing best practice to craft short and sweet subject lines that are informative and interesting enough to get more open-rates even on mobile phones. Your pre-header text should provide value to the subject line so that the recipients get curious to open your email. Preheader text should be short and easy to consume because the pre-header text displayed for every device would be different.

5. Responsive layouts are a must

Many marketers use predesigned templates from their email service provider. They should use responsive templates that automatically fit the screen on which the subscribers view the emails. When using a responsive template, you do not have to bother about any rendering issue or broken email layout.

Final Thoughts

Besides mobile-friendly emails, it is of utmost importance to have a mobile-friendly landing page too. Nothing can turn off your mobile subscribers more than the fact that the information they are seeking is not correctly visible on their phone. If you don’t have enough knowledge and skills to optimize your landing or website for mobile users, you might consider referring to a mobile development agency.

These tips would surely help you create emails that will appeal to all your subscribers regardless of the device they are using.

It has been half a year to the implementation of GDPR and it has surely transformed the world of marketing and how companies communicated with prospective clients and customers. This privacy law has left many marketers in a fix. 41% of marketers have confessed that they do not understand the best practice and the law around the usage of personal data provided by the consumers.

Personal data is at the heart of marketing and email marketing is not an exception. With the execution of GDPR, growing your email list will become challenging for the marketers.

It is quite possible that you have lost a number of subscribers after May 25th. There could be several reasons for this, as enlisted below.

  1. Running a re-permissioning campaign to EU-specific email addresses or the entire list
  2. Removing the subscribers who had opted in inv oluntarily through prechecked opt-in forms, transactional emails, website or event registrations, or downloads
  3. Pruning your email list by removing the email addresses that were collected by suspicious permission methods

Having said that, here’s what you should remember for your email list building strategy in a post-GDPR world.

  1. Delete all the prechecked forms

Whether it is website-based forms or popups, you should remove all the prechecked forms that are used to collect email addresses. Every transactional email, registration forms, new-account forms, information requests, and download registrations should be verified. GDPR and all other privacy laws allow sending emails as a part of business transaction or information request. However, it is an implied permission and you should not send any marketing emails to these subscribers.

  1. Maintain transparency about collection and use of the personal information

The gist of GDPR lies in the fact that it is not a ‘email-regulation’ law. It governs the privacy of the subscriber’s information. Whenever a user signs up for your emails, send out a welcome email that shares all the information about how the data will be used, the updated privacy policy and other data protection facts.

  1. Highlight the benefits of your emails

Make sure you provide value with your emails and eliminate any sense of apprehension that the subscriber might be having. Do not just promote your products through your email campaigns. Follow the 80-20 rule which means that you should talk about the customer in 80% of the emails and promote your products in 20% of the campaigns.

  1. Inspire the consumers to decide

Rather than forcing consent, let your consumers choose from YES or NO. That will encourage the consumers to make up their mind whether they want to hear from you not, and help you build a quality list.

Wrapping Up

Email marketing is here to stay, and a list is of utmost importance to make it effective. Take a customer-centric approach and you will definitely ace the list building game despite the law of GDPR.


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