If email marketing is part of your business (and it really should be), your messages should be optimized for readers to view on a mobile device. More and more people use mobile devices to conduct their online business, and structuring your content to suit is no longer solely recommended, it’s now necessary!
Punch up the Subject Line
The first thing your reader will see, besides who the email is from, is the subject line. This is true even when viewing on a desktop, but with mobile it’s even more important! Customers tend to be less forgiving when browsing with their mobile device, less willing to view something they aren’t immediately interested in seeing. Make your subject line stand out and your job is half done!
Use Images
You might be inclined to forego images because of load times, but with the prevalence of wi-fi as well as the improved technology surrounding mobile online connections, such concerns are unnecessary. Images are a powerful marketing tool and should never be neglected. Don’t cut one an important tool to solve a problem that doesn’t exist. Images are a must!
Big and Bold Call-to-Action
It’s always important to make your call-to-action obvious, but with mobile that need is magnified greatly. Mobile devices have small screens, and if it’s a smart-phone the screen is downright elfin. This reduced screen size means that if your call-to-action is difficult to find or even just difficult to click, it may get missed entirely.
Also in deference to the small screens, make sure your call-to-action and unsubscribe buttons are nowhere near each other. Nobody wants a customer to try tapping the call-to-action and unsubscribing from the email instead! Navigating with your finger is harder than with a mouse after all!
These days it’s best to approach any online marketing strategy with the mobile platform in mind. The world of mobile is only getting larger. Successful business has always been about recognizing new trends and adapting to the changing landscape. The landscape has changed my friends, it’s time to adapt!
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