Think You Can Avoid Optimizing Your Email Marketing Campaigns for Mobile? Think Again.

mobile emailI have to admit, I am an eNewsletter junkie. From marketing to fashion to hard news to sports, by morning my inbox is jam-packed with tantalizing content that I can’t wait to get my hands on. However, nothing is more frustrating than opening one of my favorite eNewsletters on my iPhone and seeing a bunch of jumbled words, dead links and distorted photos. And I’m not alone.

In a recent survey, 75 percent of nearly 1,500 survey respondents said they were “highly likely” to nix an email if it couldn’t be read from their smartphone. With more than one billion smartphone users throughout the world, it should come as no surprise to marketers that the majority of consumers, like me, check their email from their phone.

In fact, 85 percent of survey respondents from above, who are between the ages of 30-39, open email on their mobile device, while nearly half claim that their smarpthone is their go-to device for email. Moreover, 41 percent of all commercial email is opened on mobile devices, a number that’s predicted to surpass PC/desktop opens by the end of this year.  That being said, there’s no reason why your consumers should be pressing “delete” because of miss-formatted emails and eNewsletters.

However, despite the overwhelming evidence, research shows that more than half of email marketers aren’t designing their email campaigns with mobile devices in mind – which leads analysts to believe that there is currently a major disconnect between how consumers read their emails and how marketers are creating their email campaigns.

Mobile email marketing has its own set of rules, best practices, and challenges. However, when done correctly it can have significant impact on lead generation, conversion rates and sales. Here are a few tips and tricks to get your email marketing campaign off to the right track.

Avoid the Spam Bucket

Getting past the spam bucket is like getting past the armed guards at Buckingham Palace; it’s not easy. But there are a few tips marketers can take to get on the front steps.

First, make sure it’s clear who’s sending the email. Consumers are more likely to skip or delete an email if they don’t recognize the sender. According to the Email Sender and Provider Coalition (ESPC), 73 percent of subscribers click “report spam” based on the content in the form field.


Next, jazz up your subject line with attention-grabbing words and phrases and be sure to add your call to action in the preview pane.

Opposed to a desktop or PC, smartphones have smaller touch screens. Be sure that your “interactive elements” such as links and photos, are large enough so your consumers can easily tap or swipe them. Avoid placing links too close together.

Last, but certainly not least, make sure your layout and graphics are optimized for mobile. Your users are on the go, hence why they are using their mobile phone; they don’t have time to read long-winded marketing copy or text they have to search for with a magnifying glass. Make it easy for them and get your point across quickly.

Don’t fall into the majority of marketers who don’t optimize their email campaigns for mobile. Avoid the dreaded spam bucket by following these tips and tricks. Who knows maybe I’ll add you to my laundry list of daily eNewsletters.



One response

  1. It’s surprising that more people aren’t taking responsive email marketing into consideration. Eye-opening post – Thank you for sharing!

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