Email Mobile Marketing Best Practices

RTimages/Phtographer's Choice RF/Getty Images

Just because email marketing has been a reliable (and profitable) marketing strategy for many years doesn’t mean you can get away with the status quo. The best internet marketers know that what worked ten years ago, five years ago or even last year may have to be tweaked, altered or even ditched altogether. This is true, even with email marketing – perceived by some as too “old school” to evolve with the times; the introduction of Gmail Promotional Tabs being one example.

See also: Gmail for Business and Email Marketing

In fact, email mobile marketing has exploded in recent years and injected new life into relationship-based marketing.  Customer Relationship Management (CRM) experts SalesNexus and Litmus recently revealed the following information about mobile marketing:

  • There are over 310 million active mobile phones in the United States alone.  About one phone for every American! 
  • In 2013, mobile phones and tablets for the first time accounted for the majority of all email opens.
  • Mobile email access grew by 81% in 2011 and is poised to continue strong double-digit growth through 2014 and beyond.
  • Only 12% of current email newsletters are considered responsive across all platforms (i.e. desktop, laptop, tablet, mobile etc.).

What do these stats and others mean for you?  Simple – factor in mobile marketing considerations with your future email campaigns. More and more business prospects, subscribers and (repeat) customers are viewing your messages while on the move.

  Increasingly, the people you want to reach are no longer chained to their desktop, so you’ll have to adapt your message and email formats to meet expectations.

So, what should email mobile marketers do to ensure people at the other end see their content presented in the best way possible? Consider the following tips:

1. Embrace the Concept of Mobile Friendly Email Creation

If you want your emails to continue building your subscriber lists and revenue streams, you will have to adopt simple but effective mobile strategies. Trust me, mobile technology is not only about texting, chatting, apps, and social media marketing. Email marketing remains as viable as ever, but you’ll have to do a few things: Stick to short headers, large text and the narrowest layout possible.

It’s also about having links in your email that are mobile-ready. Nothing annoys a subscriber more than being sent to a website not designed for mobile devices. One in five subscribers will unsubscribe on the spot if you send them to places with an ugly layout, and the other four will simply delete your message.

2.  Use Well Designed Templates to Look Professional

Catering to multiple platforms is not always easy, but as mobile’s importance grows you might as well begin now. Your email autoresponder service should be able to provide mobile email templates.  If not you’ll want to keep these mobile email formatting guidelines in mind:

  • Overall email width: 350-550 pixels.
  • Use larger font sizes (e.g. 20-24px. for headlines; 16px. for body text).
  • Call to action image if applicable: Minimum 40x40 pixels.
  • Avoid fancy layouts and keep your message short.

3. Test Your Subject Lines and Call-to-Actions to See What Works Best

Subject lines are arguably the most important parts of an email for a desktop viewer. Even more so for a mobile viewer, since people are on the go and make snap decisions to open or delete.  Therefore, use analytical tools to track your open rates and the performance of each mobile campaign. Keep in mind that you have less room for a subject line on a mobile device than on a desktop device.

Testing your call-to-actions can help you determine which group of prospects is better revenue generators – mobile or non-mobile email subscribers. If possible, you can also see if people who use multiple platforms prefer to buy from a mobile device or a traditional desktop/laptop.