There’s no denying this recent development in marketing: mobile is essential. People are consuming more and more content on-the-go, and these numbers will continue to rise. In fact, mobile is predicted to surpass desktop internet usage as early as this year, because Americans are spending 8%, or two hours, of every day on their mobile devices. One out of every four internet searches takes place on mobile, and the mobile market is predicted to generate 35% more spending in 2015 than it did in 2012.
Email marketing is no different. Believe it or not, 49% of emails are now opened on mobile devices. Companies are faced with the added challenge of making sure their emails are appealing in every possible format. Customers will not recommend companies with poor mobile experiences to their colleagues, so optimizing emails for mobile should be top priority.
First of all, make sure your company uses responsive email design for every message it sends. Your email marketing software probably provides this, but if necessary, consult your design team. It’s important to make sure your email is easy to read and looks attractive wherever it’s opened – desktop, laptop, smartphone or tablet.
Be prepared for every customer touchpoint with responsive email templates. Design a group of on-brand templates from your provider, or if you need more options, try Themeforest or other online collections. Either way, have them ready to go when it’s time to connect with leads.
One way to avoid problems with mobile users is to keep your email designs simple. Single-column messages tend to be much more successful than their complicated counterparts. When prospects open your email, everything should be easy to read and pleasing to the eye. Simplify, use a large font and optimize images for high open and click-through rates. Eventually, that’s what leads to conversion.
Image via (cc) Gonzalo Baeza H
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