Mobile email has truly become the buzz word of the email marketing world in the last year or so as mobile usage and the popularity of tablet devices continue to experience exponential growth. As more and more people use their smart devices to go online and to receive their emails, brands have identified the necessity of altering and optimising their mobile offering.
Consumers are demanding when it comes to the fast paced world of tech and expect brands to make the necessary advancements in order to serve their needs as their consumption habits change. This of course does not come with its own set of challenges and many brands are struggling to keep up with the complexities that email in the mobile age can bring. Many of the issues with mobile email are connected with the design of these mailers - something that is relatively easy to amend if you know what to look out for. Here are a few pointers that will make your brand's email more accessible and user-friendly to your mobile audience.
Make fonts bigger
When it comes to mobile email, fonts should be set larger than in traditional emails. iOS has a minimum of 13px font size and will automatically adjust anything smaller than that. However, not all mobile operating systems are this intuitive, so in order to avoid people squinting when they see your email, be sure to make the body copy at least 14px, while headlines should be at least 22px or bigger.
Make the call to action obvious
As with any email design, the call-to-action must be obvious and strong. Because of the limited screen space mobile provides, it makes sense to put the call to action front and centre. The call-to-action should have a big, unmistakable button which should ideally measure at least 44x44px.
Use a one-column layout
For ease of reading on a mobile device it is advisable for brands to consider switching to a single column or 'skinny' layout instead of the two-or three column layout usually used for email newsletters.
Use images carefully
Images can be tricky for both traditional and mobile email. Image blocking is unfortunately default on most mobile email clients, expect for iOS. Thus, it's important to think about how your brand will be using images and be sure to balance them with plenty of HTML text.
Design for fingers
Most smart phones and tablets of course, have touch screen displays. This means that users are using their fingers rather than buttons or mouse pointers to navigate their digital communications. As a result, design that is bigger is now much better. Bigger font sizes, line spacing and buttons allow easy browsing for the often clumsy finger.
Simplify your design wherever you can
When it comes to mobile display, less is more. Screen real-estate is limited when it comes to mobile so elaborate designs with too much detail will only serve to be distracting.
Be succinct when it comes to text
Once again, there really is limited space so think of the most succinct way in which to convey your brand's message and then stick with that. Mobile users are on-the-go and probably checking their emails while engaging in other activities, which is why keeping it short and sweet will work best here.
Think about clever ergonomics
Reaching across a mobile screen can seem like a lot of work to some dedicated mobile users so be sure to include important buttons and other 'clickables' within easy thumb reach. A button that takes a user to a sales portal is most important and should be easy to click.
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