If your business is using e-mail marketing as a means to reach customers, you need to make sure the messages are easy to read on mobile devices such as smartphones and tablets. Gone are the days when people checked e-mails on their desktop computers most of the time – an increasing number of people check their mails on the fly, so your content better be easy to scan and scroll-through on a tiny screen. Here are a few tips:
Fonts need to be larger
It’s understandable that you want to convey as much information as possible in your e-mail or newsletter. Unfortunately, cramming a lot of text into a small space isn’t the answer. Fonts need to be bigger for mobile reading, so rather keep it short and simple (and add links to extended blog posts and articles if necessary). If people have to squint, they’re definitely not going to want to read what you have to say.
Use call to action buttons
Whether the goal of your e-mail marketing is to sell products or get more sign-ups for your monthly newsletter or whitepaper download, you need to make it obvious. A great way to do this (for mobile messages) is to make sure your call to actions buttons are very clear and easy to click on. All call to action buttons should be at least 40 x 40 pixels.
With normal computer screens, your e-mail message can be around 600 pixels. On mobile screens, you need to ask your designer to cut this down to less than 300 pixels.
About the Author
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
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