Your Customers Are Mobile, Is Your Business?

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Your customers are accessing their emails on their mobile phones, which is no surprise in our digitally switched on society. This year alone, 91% of consumers between ages 18-50 access the internet via their mobile* and average email opens on mobiles have consistently been above 50% and this figure is projected to have a steady increase**.

If your business doesn’t cater to these individuals, you are missing out on a great share of the market. You may see reformatting emails to fit mobile as a hassle, however the potential engagement and return is a lot greater than the resources you will use. What’s more is the host of negative affects, that includes a loss of subscribers and credibility which you will experience by not taking advantage of mobile opens.

Top tips to change your emails to be mobile friendly:

  1. Display a simple and clear call to action

Provide a single, simple and clear call to action preferably at the top of the email. Ensure that the font size is large and easy to read. You have to make it simple for your readers to know what you want them to do. Make sure that the call to action is easy for them to click with their thumb. Otherwise, a seamless user experience can be ruined, as a lot of businesses do not make the call to action easy to press.

  1. Use a simple template

As there is a limited amount of space available on mobile devices, it is more beneficial to use a single column template. The reader should not have to zoom and scroll, so the content needs to be clearly organised. If you already have an ESP or are using a marketing automation platform, you will be provided with a variety of templates.

  1. Use large fonts and less copy

Now this one might sound obvious, but many businesses opt to use small fonts with the same amount of copy as they would in a traditional email. As tempting as this may be, larger fonts make it legible for consumers to read, and as a guide, size 14pt font is optimal for body text and 22pt for headlines. Also, try to reduce the amount of copy in an email, as readers are more likely to respond to less text.

  1. Use images – but not too many

You may feel the need to use multiple images, but you have to remember that readers are viewing the email on a tiny screen, so it is recommended that you only use 1 to 3 images. Also note that many emails shown on mobile do not display images, so ensure you use image descriptions known as alt text to let them know what the image is.

  1. Test the email on a mobile device

This is by far the easiest tip; however, it is quite often overlooked. Before you send out an email test it across mobile devices (Android and iOS) to ensure that it looks exactly as you intended. There are many companies that can assist you in doing this, such as Litmus, who tests emails across multiple devices and platforms.

There you have it! By following these tips to ensure your emails are mobile friendly, you’ll be increasing your engagement and interaction before you know it. If you have any queries on taking the next step to go mobile, please contact us.  

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