How to Optimize your Emails for Mobile in 12 Steps

Email is not dead. In fact, email is a huge part of your integrated marketing program, especially for Challenger Brands. But, those potential leads mean nothing if you’re not converting them.

According to Movable Ink’s US Consumer Device Preference Report, 66% of your email prospects are now opening their mail on a mobile device. This means that in order to keep their open and click-through rates at a good level, Challenger Brands must optimize their email marketing campaigns for mobile.

Here’s a list of 12 easy-to-follow tips to optimize your email marketing campaigns and increase your conversions.

Know your recipient – Segment your emails and use collected data to personalize your message. Segment for sales funnel, demographics, source of email, etc.

Geo-target your market – Use geographic list segmentation to send timed emails or send out location-based offers.

Use intriguing subject lines – Mobile readers spend less time per message. Use action words, questions, and personal pronouns like “you”.

Add a personal touch – Personalize your message by using the name of your Marketing Director or CEO instead of your company name in the ”˜from’ line.

Use text only – As not all mobile devices have images on as default for email, test out if your demographic responds better to the text only option on mobile.

Optimize the preheader – Your preheader shows up as the first ”˜teaser’ text in most mobile email devices. Make it an extension of your subject line integrating a call-to-action, content keywords, or questions.

Write concise, skimmable content – Attention spans are short on mobile. Use short, precise, actionable content. And try to keep your word count under 60 for best results. If you must have a lengthy text to get your message across, make sure it’s easily skimmable – bolded headers and bullet points are great.

Increase font size – Use at least 12 pixels for your content. If you are using text only, use 13 or 14 as your CTA font size.

Reduce image file size – Make sure your email displays quickly for those users who have images on as default for email. A workaround is to create scalable images, optimized for mobile. That way, your photo shows up as the right size whether your recipient is using a phone or a tablet.

Test on multiple devices – Check out how your content, formatting, subject and pre-header cutoffs will appear on multiple devices. As a minimum, test out for iOS and Android.

Test different times – On mobile, your audience is less likely to scroll through the emails they have missed. Make sure you A/B test time of day, so your email hits the right inbox at the right time, in the right time zone.

Optimize your Landing Page for mobile – Your Landing Page needs to be consistent with your email content and visuals. On mobile, that means having a responsive web page.

Try these mobile email optimization tactics to improve your conversion outcome and let us know what type of results you generate by leaving a comment below.

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