With an ever-increasing number of consumers reading emails on their mobile phones, the time has come for those engaging in bulk marketing to make sure that they are sending emails optimized for reading outside of the home or office by those using mobile devices. While the rise of mobile media does not in itself call for a change to the overall strategy of your mass email campaigns, it does call for some adjustments to maximize effectiveness, given the wide usage of smartphones and other mobile devices among consumers. Below are some tips for tailoring your campaigns to make them effective for both desktop and mobile delivery.
Be careful when sending high bandwidth links and images
While most computers can handle photos and other images included in your emails, this is often not the case when it comes to mobile devices. Take care when adding these to your emails, and if doing so in links be sure to warn your readers if a particular link will be especially taxing on their bandwidth. Adding images can be a powerful addition to your email marketing toolkit, so there is a balancing act here between spicing up your text with pictures while at the same time avoiding bandwidth overload. For best results try to place images towards the bottom of your emails if possible, and if you feel compelled to use more than one or two do so via links.
Keep it simple, smarty
With limited screen space, a lengthy subject line is likely to be hard for your mobile readership to see. The same goes for extended text. Keep your content short and to the point to make it as easy as possible for your mobile readers. Brilliant but lengthy content and subject lines won’t do your cause any good if your prospects can’t read it, so keep this in mind as you design your campaigns
Use your links wisely
In addition to bandwidth dangers, you want to make sure that your links aren’t packed together so closely that it becomes difficult for your readers to accurately click on them. Give them enough space for a reader to click on them without worrying about the “fat finger” effect.
Use a standard font
Check your email blaster program to make sure that you are using a standard font and font size when sending emails. Mobile devices may have trouble translating fonts which are oversized or seldom used, resulting in emails that are unreadable by your mobile prospects.