Mobile Optimization Tips: How To Make Your Email Marketing Mobile-Friendly

With the recent Google announcement that mobile-friendly websites will now rank better in mobile search, there has been a dramatic shift in the direction of mobile marketing. The focus is now placed on mobile users’ experience, driving online marketing efforts to ensure that digital strategies are mobile-friendly, including email marketing strategies.

According to a research conducted by Venture Beat, 65% of emails are opened on mobile devices, and this figure will continue to grow as mobile technology advances. This statistic, along with Google’s algorithm update, makes it imperative for businesses to focus their email marketing strategy on mobile optimization.

If you own a business and are not sure how to get started, here are 7 tips to get your email marketing optimized for mobile.

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Keep Subject Lines Short

Everything on mobile should be smaller, including your email subject lines. Keep your subject lines within 40 characters or less for mobile emails, but make sure that these are well constructed to entice your target audience to open your email.

Use a Single Column Template

While a website may feature several columns, which is a very popular layout for most websites, what works well on a desktop computer may not necessarily be user friendly on mobile. The ideal format for mobile is to have only one column that features a handy sidebar navigation. It is impossible to shrink all the columns into a relatively smaller mobile screen, so it is best to use a single column instead.

Make It Small

Emails on mobile devices cannot be more than 600 pixels wide. With this limited space, you will need to use your resources and shrink the content so that it loads quickly.

Integrate Images

Consumers are more receptive to emails that contain images. In email marketing for mobile, avoid adding more than one image. The largest image in your email should not be more than 640 pixels wide to ensure that it fits on all mobile screens and loads fast. Images should be compressed for optimum loading. Larger imagers can significantly slow down loading time which will only frustrate your readers.

Make Sure Your Call to Action Stands Out

A call to action is meant to move your potential customers to take the next step, such as visit your website, contact you via phone or email, or click that button to make an online purchase. To make sure that this part of your email stands out and effectively drives your readers to do what you want them to do, the font for this feature should be larger than the rest of your email, written in such a way that your audience will be able to be moved to do exactly what your call to action is intended for.

Include Clickable Links

Add links to your email copy that will direct your readers to where you want them to go. Avoid stacking links too close together, as this will make it difficult for your readers to click on a particular link. Having links positioned too close together might land them on the wrong link, which could be frustrating for your audience. Make sure that your links are spaced out so that it is easier for the readers to click on them.

Keep Content Concise

Keep it short and simple. Cut down content. A long copy would make your readers scroll endlessly and they might lose interest. Try to limit content without sacrificing substance. This might pose a challenge to your copywriters but it is possible! Learn how to effectively write content by signing up for SEO training.

With these email marketing tips, you are all set to launch your next email campaign in the right format that will be convenient for your target audience to read and will more likely entice them to take that step into calling your hotline and purchasing that limited offer you mentioned in your email. Remember, an effective online marketing strategy is focused on user experience.

Michelle Rubio is an experienced SEO copywriter and blogger since 2010. She has been working with various businesses, big and small, in the United States, UK, Canada, and Australia. You can see more of her works and experiences in her LinkedIn profile.