A recent study by Yesmail Interactive showed that nearly half (48.64%) of people receiving marketing emails are opening them on mobile devices. Of those recipients, only 11% were clicking a link. Whereas 22.5% of those reading those same emails on a desktop are clicking.
When you look at the industries I’m familiar with, the numbers are even worse.
- B2B: 40% are reading marketing emails on their mobile device and 7% are clicking a link.
- Financial Services: 51% opening and 2% clicking. Banks and insurers, let that sink in…
What this all points to is that, if you are not optimizing your email for mobile, you are doing email wrong.
With the growing penetration of smartphones and tablets this is a warning signal for businesses. Too many companies are primarily focused on the desktop experience. Probably because its the easiest environment to test for, and some misguided assumption that their audience is the exception.
To reach this audience, you have got to consider the mobile experience in your email campaigns. That means both design and content.
Here are a few simple tips for creating successful email campaigns for smaller screens:
- From trumps subject – on mobile devices the from line is more prominent than your subject line.Spend time sweating this to make sure your audience will recognize you
- Subject lines – keep them brief and ensure the keywords that will grab your audience are near the beginning
- Phone #s – If your audience is opening your email on a phone, they should have easy access to call you with a single click. Include your phone number prominently in every email
- Small screens = simple design – Have you ever tried to read a website created for desktop viewing on a smartphone? It’s not pretty. Don’t make this mistake on your emails. Keep design simple and make the links stand out
- Don’t forget the destination – getting your audience to click a link on their mobile device is part of the battle, but if they hit a landing page not optimized for mobile you will ultimately lose that battle. Make sure your landing pages are also optimized for mobile viewing
There is a lot more you can do, but it all starts with recognition that your audience is mobile and your email should be as well.