Optimizing Your Emails for Mobile Devices

Written by: Chris Donald

Published on: 20-12-2018

Chris is Managing Partner at InboxArmy and has more than 25 years of experience in email marketing

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.

About Author

Chris sent his first email campaign in 1995. He’s worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government agencies in all facets of their email marketing and marketing automation programs. He’s also a BIG baseball fan, loves a good steak, and is mildly obsessed with zombie movies. For more information follow him on linkedin

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