It’s not just a phone, it’s a Mobile Inbox

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Reap the benefits by prioritising mobile design for your newsletter and promotional campaigns.

 

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53% OF ALL EMAILS ARE OPENED ON MOBILE DEVICES

SO WHAT CAN YOU DO?

  • Stick with a simple, single-column layout and embrace the scroll!
  • Use large, readable fonts that are at least 16 px
  • Incorporate a big, bold, attention- grabbing image above the fold.
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MOBILE EMAIL OPENS JUMPED 500% IN FOUR YEARS

SO WHAT CAN YOU DO?

  • Keep your content short and sweet for readers on the go.
  • Use a responsive template to ensure your emails look great on any screen size.
  • Make sure all CTA buttons are big enough to be easily tapped (at least 44 px squared)
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THE IPONE IS THE #1 DEVICE FOR MOBILE OPENS AT 28%

SO WHAT CAN YOU DO?

  • Optimise the length of your subject line. iPhone cut them off at 32 characters.
  • The iPhone 6 Plus Mail app displays three lines of preview text. Use Them!
  • Rejoice IOS has terrific support to HTML and CSS in email which limits rendering problems.
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OPTIMISING PREHEADER TEXT increases mobile open rates

SO WHAT CAN YOU DO?

  • Don’t forget it! Never send “Having trouble viewing this email” again. Please.
  • If your subject line includes a CTA, use preheader text to include more details.
  • Make sure the from name, subject line and preheader work together so subscribers know what to expect.
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THERE’S LIMITED SPACE SO WATCH YOUR CARACTERS

SO WHAT CAN YOU DO?

  • Front-load subject lines and preheader text with value in case they’re cut off.
  • Apple Mail allows 140 characters for preview text, but Outlook for Mac only gives 55.
  • Blackberry, Lotus Notes and early versions of Outlook don’t display preheader text.
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SIMPLICITY SPURS EMAIL FORWARDS AND SHARES

SO WHAT CAN YOU DO?

  • Focus your emails on a single subject. They’re much more shareable.
  • Use video. It’s a way to boost your email shares.
  • Target content and segment for small audiences. It makes your email at least 90% more viral.
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52% OF B2C BRANDS DON’T HAVE EMAILS & WEBSITES THAT ARE BOTH MOBILE-FRIENDLY.

SO WHAT CAN YOU DO?

  • Determine what devices and email clients your subscribers are using most.
  • Optimise your landing pages for a cohesive, mobile-friendly experience.
  • Seriously, optimise everything. 40% of customers having a bad site experience visit a competitor (Google).
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DON’T FORGET TO TEST!

SO WHAT CAN YOU DO?

  • Split test several subject lines to identify keywords that are open magnets.
  • Try different send times to see if opens spike on certain days and times.
  • Test CTA language and colour options to see what drives more clicks.

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