With the advent of Internet-connected mobile devices, browsing the web through a smartphone or tablet PC has become more common. Web and email designers however, seemed to have missed the memo.
When it comes to browsing the web through a mobile device, there’s a world of difference between visiting a site designed for desktop computers and one optimised for mobile devices. An email newsletter for instance, can look great on a desktop monitor, but when squished into a mobile screen, the usability experience all goes down the drain.
Why Optimise Emails for Mobile?
If you’re running an email marketing campaign, it’s very likely that your subscribers are reading your emails through their iPhones, tablets, or other mobile devices. In 2011, studies showed that close to 20 percent of emails were opened through a mobile device—it’s a significant rise from the measly 4 percent in 2009. Moreover, 90 percent of these email opens in 2011 were done through iOS-powered devices.
It can’t be any more obvious—when sending out email newsletters, you also have to consider if they’re displaying properly on mobile devices. And with mobile email clients expected to exceed traditional email clients like Gmail and Outlook in usage, mobile optimisation of emails soon be imperative.
Here are a few basic factors to consider when optimising emails for mobile use.
There are two things to remember when designing mobile-friendly layouts: readability and simplicity. A single-column layout no wider than 500×600 pixels is best for mobile devices. This makes text easier to read and makes it easier to highlight buttons and links. For font sizes, it’s best to stick with Apple’s standard minimum of 13 pixels.
Content should be kept as simple and concise as possible to minimise scrolling, which can be difficult on a touchscreen.
Besides making your newsletters readable on smaller screens, it also pays to consider how users can subscribe to your newsletters. Fortunately, the latest iPhone and Android smartphones today have made it easier to make subscriber forms, but there are still a few things (CSS coding) that can be done to supplement the mobile experience. For instance, coders can use top-aligned labels to eliminate the problem of labels being flung away when the viewport zooms in for users to key in their email address.
If any of this is somewhat vague to you, call Enform anytime so we can come up with a more solid picture on this dedicated to your business.