Mobile Email: Its Not Only About Design But Also Common Sense



Well, the first thing that you need to do is find out if your audience is reading your mail on mobile. Try to find out the breakdown of their device types. For example, some android devices do not show images by default, so if you send an image-heavy email they may miss out on your main messaging because they cannot see the image. Who knows , your target audience could be desktop users.

You should take time to visualize the entire process, right from open to conversion and beyond. Take your time to prepare mobile friendly designs and make sure that you at least have a mobile optimized click-through path. Your efforts are lost if your audience clicks through an email on their mobile device that then takes them to a page that is hard to read or inaccessible.

There is no perfect subject line” or “ideal frequency” and the only way you will find out is to test, test, test. Try making design changes and sending to different templates to segments of your database and then analyze click-through rates to see what design elements and changes are driving interactions.

Do A/B testing on subject lines or try out different leading and action-oriented pre-text headers. You can even try sending those during the weekend. You may be surprised with the results and learn about new purchase habits of the consumers. Each one has their own email habits, some prefer reading on iPad, some filter using their smartphones and then read on their desktop, etc. You can move your efforts in the right direction with this information.

Everyone analyses their design but only a few do the A/B split test against the control. The marketers look for the numbers and use common sense: if 30 to 60 percent of my email opens are on mobile devices, my message should look great on screens small and large. The subject line and the pre-header should simply state compelling reasons to open the mail. View as a web page may not be that compelling. You have to have content that is not mentioned before or seen all the time to spark interest.

Use all 80 characters shown in the mobile inbox to entice your readers. All the characters may not be visible but you can add the most important content in the front. Test, copy and optimize at the time of sending with a 10/10/80 approach. Ten percent get version A, 10 percent get version B, and the remaining 80 percent get the winner. This method allows you to apply your results today, rather than learning something you may be able to apply tomorrow.

Responsive email and mobile-optimized websites are no longer rocket science. With a large portion of your audience reading on mobile devices, they are a necessity.

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