Mobile_Devices_Body.jpgBy Robert Lerose.


According to one study, about 66 percent of U.S. consumers use mobile devices to access and read their emails—and the trend is expected to grow. For small businesses that want to reach on-the-move consumers, it's not enough to simply take their existing online messaging and drop it intact into the mobile environment. They need to have a viable strategy specifically for these portable devices.


Kim Stiglitz, director of demand generation and content marketing at Campaign Monitor, a San Francisco-based firm that helps companies design and run email campaigns, has these suggestions for optimizing emails for mobile marketing:


1. Choose the right subject length

Subject lines for emails on mobile devices should be shorter than those for desktop inboxes. A good target to shoot for is 25 to 30 characters, which work well on iPhones and Android devices.


2. Insert pre-header text

The pre-header text appears at the start of the email and often summarizes the main email message. Viewers use it to prescreen the email before opening it and deciding whether they will continue reading. The pre-header length will vary depending on the device and email client, but 40 to 50 characters is about average.


3. Make your email copy brief

Screens are small and users are typically distracted when using their mobile devices, so make sure your copy gets right to the point. Make it easy to scan and consume. Bulleted lists, headers, and short paragraphs are ideal.


Mobile_Devices_PQ.jpg4. Use images sparingly

Some devices do not display images. If you do include them, however, the copy should still make sense and deliver your message accurately and clearly without referring to or relying on the image.


5. Issue a clear command

"Place your call to action [CTA] near the top of your email to make it the most mobile friendly," Stiglitz says. "To ensure maximum clickability, make your CTA buttons at least 44 x 44 pixels."


6. Put in sufficient empty space

Don't crowd your message with tightly spaced links or call to action buttons. You don't want your customer to click on the wrong item by mistake. Instead, put sufficient space around parts of the message that require the user to take action by clicking.


7. Test your message with different devices

After you have the elements of your email in place, test it by sending it to different devices and email clients. If anything disrupts the delivery or readability of your message, make the necessary adjustments and test it again until the results are satisfactory and a consumer would have no trouble responding.


Following these easy but necessary steps can make your emails stand out on mobile devices and help you stay connected with your customers.


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