Businesses put a great deal of thought into the emails they send potential customers. They work hard to craft the perfect message, sometimes even taking pains to make it visually appealing. All too often, this work is done with the desktop experience in mind, despite the fact that more than half of all emails are now opened on mobile devices.
If your emails aren’t designed for mobile, you may be alienating the very customers you’re trying to win. Here are a few tips to help you create emails that encourage opens and lead to conversions.
Use the Right Tool
If you’re trying to piece your own emails together from scratch, you’re likely doing unnecessary work. Tools are now available that can help you create emails that look great no matter which device a customer uses to view it. You can drag and drop the page elements you need into your email, type your text, preview the email on mobile and desktop, and set up your mailing list to get started. These tools also often have templates you can use to get started, saving you hours of design work.
Before you finalize your send options, you need to test each email to make sure it displays as intended. There’s nothing worse than working hard to get a layout exactly right, only to find that page elements were jumbled by the time recipients saw the message. You can send the email to yourself and other team members, but this takes time. Instead, use tools that help you test your emails in various email clients, on different screen sizes. You’ll be required to pay a fee for access, but being able to test a message on more than 50 different email clients and devices in seconds is priceless.
Get to the Point
With attention spans having dropped to an average of eight seconds, businesses no longer have the luxury of slowly easing into a point. Mobile customers may be reading an email while distracted by other things, so it’s important to grab their attention right away, then get to the point quickly. If you have a call to action you’re including in the message, make sure they see it before they choose to move on to the next message.
As tempting as it can be to eliminate images and backgrounds to maintain readability, it’s important to create eye-catching messages. If you have products, use those images to encourage customers to click. If you’re a service- or B2B-based business, consider one simple image at the top of the email, as well as your logo. Make sure your message has plenty of white space and short, simple paragraphs. If a customer opens your email and sees long, rambling paragraphs in a small font, you likely won’t keep that customer reading beyond the first few words.
Use Powerful Subject Lines
A time-challenged customer is likely to scroll through an inbox to find subject lines that sound interesting. Studies have found that personalized subject lines are more likely to get results, but you’ll need to invest in the tech to gather information on your customers and redeliver it in the form of a marketing message. You should also keep subject lines short for best results. If your subject line is more than six words, your customers likely won’t read it.
Separate Unsubscribe Link
On tiny screens, links can be difficult for customers to click, especially if they’re placed close to other linked options. If your unsubscribe button is close to your call to action or other links, a potential customer could accidentally opt out of future mailings from you. Don’t assume that customer will go to the trouble of signing up again, either. In frustration, they may exit without taking any action whatsoever. Make sure your unsubscribe button is at the bottom of your email and in large enough text that customers can click without accidentally hitting something else.
With more customers relying solely on mobile devices to interact with the Internet and email, businesses must design their websites, apps, and marketing messages with small screens in mind. When a marketer puts effort into responsive design, it pays off in the form of increased sales and long-term email newsletter subscribers who don’t have to struggle to read content.