Email is one of the core ways that a business circulates content to its audience. While some would argue that email marketing is on its way out, content marketing experts will tell you that email is still one of the most effective ways to stay connected with your audience.
According to recent data from MailChimp, the average email open rates are 20 to 30 percent, and the average click-through rates range from 2 and 5 percent. These powerful stats make email marketing tough for any business to pass up.
While email marketing is not going anywhere anytime soon, you should know that the landscape is changing. Most specifically, these changes refer to how your audience is receiving your emails.
You can probably guess that the majority of email opens happen from a mobile device. As of 2015, 55 percent of email opens happened from a mobile device (17 percent increase from 2014). Therefore, it's imperative that you optimize your emails for mobile viewing.
How to Optimize Emails for Mobile Viewing
Did you know that 80 percent of consumers will delete your email if it doesn't look good on their mobile devices?
Assuming that a large portion of your targeted audience will open your emails from their smartphone or tablets, you need to take advantage of the following mobile email design best practices to ensure your emails will look great:
Use Enlarged Fonts
At a minimum, you should use 22 px as a minimum size for headlines and 14 px for body copy. This will make your text easier to read and will prevent your audience from having to zoom in.
Keep Your Copy Brief
The shorter your copy is, the easier it is for your mobile readers to digest. Make a point to only include useful, relevant links and images. This will help your content to be concise, but also approachable.
Use a Single Column Layout
If you're like most businesses, you're using a multi-column layout for your email newsletters. However, to make your email marketing efforts more mobile friendly, consider switching to a single column format. This will make your content much easier for your mobile readers to read and consume.
Also, resist the temptation to include detailed navigation bars in your emails. These don't seem to perform as well when viewed on a mobile device and can turn your audience off.
Include Touch-Friendly CTA Buttons
When it comes to mobile email marketing, you absolutely must use touch-friendly CTA buttons.
As a best practice, you'll want to include your CTA front-and-center, and your button should be a size of 44 px x 44 px at a minimum. This will also help with the spacing around the CTA button, making it easier for your readers to "touch" the CTA that they want.
Place Optimized Content in Upper Left Corner
Depending on the email app used by your subscribers, there is a chance that people will have to scroll left-and-right to read your email. Therefore, it's important to keep your optimized content in the upper left corner of your email to ensure that this critical content is seen by your readers.
The number of your subscribers that access email from a mobile device is only going to continue to grow. Fortunately, you can take action now with these best practices for optimizing emails for mobile viewing to keep your business ahead of the curve.