By now, most business owners know that their website needs to be accessible on mobile devices like iPhones, iPads and Android devices.
But many business owners underestimate the importance of having their email newsletters accessible on these same devices.
According to data from Litmus, 56 percent of emails sent are opened on mobile devices so your message needs to get through: your customers are listening. A study from Fluent found that after consumers read a marketing email, 38 percent make a purchase on their smartphone.
Email newsletters can be of great benefit to small businesses, but they need to work properly. A joint Litmus and Fluent study found that 45 percent of consumers have unsubscribed from promotional emails because either the website or email doesn’t work well on a smartphone. Further, 34 percent of recipients have marked promotional emails as spam because they didn’t display properly on their mobile phone.
Your emails don’t have to get relegated to the spam folder or get instantly deleted. There are many ways to optimize your email for mobile.
Consider the following tips:
Watch your subject line
Your subject line should be engaging and, if possible, personalized. Depending on how your audience accesses your email, the length matters, too. Most desktop email clients will display about 60 characters of a subject line. When it comes to email clients on mobile phones, that drops to about 25 to 30 characters.
Pro tip: You can monitor your email stats to see what email clients are the most used and adapt your subject line strategy as needed!
Use pre-header text
Pre-header text is the snippet of the email that shows up in your mobile device’s inbox. It’s usually a short sentence or two that compels the reader to open the newsletter. Think about what you can do to make your readers want to see what’s inside.
Make it concise
Just because people want to read your content on their cellphone or tablet doesn’t mean that the want to see less information from you; they just want to see it in the way they want.
Pro-tip: Make your call-to-action highly visible. Turn it into a button that your readers can click or bump it up to the top of the email. For a newsletter read on mobile, you want the call-to-action to stand out.
Test, report and revise!
Before you hit send, test your email. Send a test to your device and to the devices of your colleagues or friends. Make sure that the email looks good on an iPhone, a desktop or an Android device.
So, your email is out the door and in your audiences’ inbox. Now what? Track the performance of your email and keep an eye on stats like how many people are opening from desktop, from mobile and from which browser. If you can pay attention to your audience’s behaviour, you can tailor your future newsletters to their preferences.
FrontSide can help you ensure that your emails are responsive and ready to be read on mobile devices. We work with our clients to write, design, distribute and report on email newsletters that look great on desktops, laptops and mobile devices. Let’s work together to make sure your content is getting read. Contact us to get started on your email newsletter strategy today.