As most of you know, the sales and abilities of smartphones have increased drastically in recent years. The growth trends of mobile devices have been examined in numerous studies.
“Smartphone sales across the globe will grow 46% to 687.9 million units this year and will touch 1.05 billion units in 2014”, states an article from Reuters.
So in the near future 1 out of 8 people worldwide will have a smartphone, but what does that have to do with email marketing?
Email Marketing Reports says, “An April 2011 study sponsored by Google showed that 82% of smartphone users check and send email with their device.”
No matter what industry you’re in, mobile devices are undoubtedly affecting your email marketing efforts. The good news is that making your emails ‘mobile-friendly’ is not as difficult as you may think. Here are a few tips that will help you easily and effectively adapt your emails to be successful in this increasingly mobile environment:
- Tailor layout for viewing on a 4 inch screen – 600 pixel width, 17-22pt font size
- Keep your content brief and precise – Begin with important messages and Call-to-Action
- Enable quick & efficient navigation – Limit # of links, use one column layout
- Design for touching not clicking – Spread out links, Call-to-Action at least 40×40 pixels
- Pick images wisely – fast loading content, alt text for every image
It is also important to do a mobile evaluation of the webpages that your emails are linked to. A survey conducted by Compuware Corporation found, “nearly 60% of web users say they expect a website to load on their mobile device in three seconds or less, and 74% are only willing to wait five seconds or less for a single webpage to load before leaving the site.”
Mobile devices already account for more email opens than desktops and webmail (as shown in the chart below from Litmus), which has made mobile-optimization one of the most significant determining factors in the success of your email marketing initiatives.
Have you already adapted the design of your emails to be mobile-friendly? Have you seen an improvement in your email marketing results? Have your emails not been modified for mobile devices? If so, what’s holding you back?
We love to hear about our readers’ experiences, so please feel free to share your thoughts!