CONTENT Marketing Ideas

Tips For Designing Your Email Marketing Campaigns For Mobile

October 28, 2019 | Content Marketing, Email Marketing

As smartphones have become a part of our daily lives, the number of people reading email on mobile devices has already surpassed those read on computers.

Unfortunately, many marketers are still creating email campaigns that fail to take into account the size of the screens users are using when they open those messages.

Email campaigns that are not mobile-friendly become challenging to read and navigate on a small screen. Usually, this means that potential customers are simply deleting them or moving on to the next message in their inbox. So, how can you make your next email marketing campaign mobile-friendly?

Think Mobile First
Since your mobile audience is growing and your desktop audience is shrinking, it makes sense to design your campaign with a mobile focus. That doesn't mean that your email won't look great on someone's desktop or laptop. It means that by designing with mobile in mind first, you have a better chance of everything looking great on the more challenging, smaller screen.

Streamline Content
Many email marketing campaigns suffer from the curse of "too much." Turning the focus to mobile users gives you an excellent opportunity to consider the content included in the campaign. It might be time to trim it down to only what is absolutely necessary to reach your campaign goals.

Keep it Simple
Back when we were designing campaigns for desktop computers, there was a temptation to really show off our design skills to create beautiful and elaborate designs. We need to remember that our messages are now being read on devices the size of index cards. Simplicity is the best way to keep things looking good. Fewer colors, bolder fonts, and single columns will look more dynamic and have more success on mobile devices.

Take it Easy on the Images
Images can be an essential part of getting your message across. Just be careful. Some mobile email platforms turn images off by default. Be sure your message looks good and makes sense even without the photos or graphics. Also, too many images may increase the amount of scrolling needed to get to your message. You might lose their interest before they get to the important part.

Nail the Subject Line
Most people don't process their emails one by one. They scroll through looking for things that might be important or interesting. Your subject line is likely to determine whether or not the rest of your message is even seen. Invest time in creating attention-getting subject lines and supporting preview text. Most email marketing platforms let you A/B test your subject lines.

Test on Multiple Devices
If you want to know how your audience will experience your email campaign on mobile, test it for yourself. Send a preview to yourself and your co-workers or friends with different devices. See how your design choices look when viewed on different models and sizes of phones. Make any necessary adjustments and test again.

At RG2 we can help you design your digital marketing strategy and execute it, not only in English, but in multiple languages.