And we know how effective email marketing is (Read: The One Marketing Strategy You Can’t Ignore (Unless You Don’t Care About ROI)).
“People who buy products marketed through email spend 138% more than people that do not receive email offers.”
Source: Convince and Convert
So when it comes to the power of email marketing on mobile devices, that’s something we definitely need to pay attention to and master.
Source: Marketing Land, 2015
So here it is, how to make sure you don’t miss out on sales due to mobile-unfriendly emails.
Take Care of This Little Problem
According to a study done by LiveClicker and The Relevancy Group, 32% of respondents complained that emails were “too small to read and interact with.” Don’t let a small thing like text size stop your email marketing from bumping up your sales. Fortunately, this issue is super easy to fix.
While there are varying opinions on the ideal text size, there seems to be a consensus in the Google world that text in emails should be between size 14 and size 18. MailChimp recommends size 16. We use size 18. Of course, different fonts respond differently to font sizes. To be sure, just simply send a test email that you can check on your mobile device before sending it out to your full list.
You’ll also want to ensure that any buttons are also large enough for readers to easily click on with one thumb. According to MailChimp, “ Call-to-action touch targets, such as buttons, should be at least 46px squared (Apple recommends 44px squared, Google recommends 48px squared—we’re splitting the difference). Avoid clustering several links together in your copy. It makes individual links very difficult to access.”
Give Them the Path of Least Resistance
The same study mentioned above found that 26% of respondents were unhappy with where they were taken when they clicked on email links. “When I click through, it is too hard to see their full website on my phone.” While this problem wasn’t listed as the biggest problem, it is what retailers need to pay the most attention to.
The majority of the time, the whole reason you are sending your customers emails is to get them to click through to your online store. If that online store is difficult to navigate, you need to fix it ASAP.
Your emails will not accomplish much if you cannot use them to successfully bring customers to a good experience on your website. The image below shows an example of a well-done mobile-friendly website and online store.
So. If you have a mobile-unfriendly website and a mobile-unfriendly online store, how do you fix it? We can help with that. Check out our mobile-friendly websites here.
Be Clear and Organized
The final complaint we’re going to look at was found by 21% of respondents, “Message is jumbled and not well formatted on my mobile phone.”
When it comes to email (or any text really) it’s always important to be clear and concise. When it comes to emails read on mobile devices, it’s especially important to keep the word count down. Don’t say more than you need to. Be sure that whatever text you do have is organized in an easy-to-read manner. Utilize bold, bullet points, headings, and spacing.
Customers will be more likely to engage with an email positively if they can quickly scan it and get to the point. Are you having a sale? Is there a coupon? Are there new products available? Whatever your message is, say it clearly and format it well.
Always Run a Test
Many email services will let you preview how an email will look on various devices. If yours doesn’t, you can always check on your own mobile device. (I always like to do this for good measure.) As you look through the email, be sure to remember the things we’ve mentioned and ask yourself what you could do to make your email more mobile friendly or more geared towards increasing sales. Do you need to increase the button size? Cut down on text? Whatever it may be, do it because
Source: Campaign Monitor
Also published on Medium.