Can I Read Your Email on My Mobile?April 30th 2015 Sally Ormond boost mobile open rate, Email marketing, email marketing for mobile, Marketing, Newsletters, newsletters on mobile
A few days ago Google cracked down on websites that weren’t mobile friendly.
Business owners around the world were frantically trying to bring their sites into line with the search giant’s exacting demands.
If you beat the deadline you’re probably breathing a sigh of relief and relaxing feeling smug.
What about your newsletter?
Is that mobile friendly too?
Today, about 66% (source: emailmonday.com) of emails are opened on mobile devices so if yours isn’t optimised for mobile the chances are it will be deleted immediately.
The good news is that unlike your website, fixing your email readability is relatively straightforward.
Make people open your emails
You have 3 bites of the cherry when it comes to convincing someone to open your email:
- Subject line – 28 to 39 characters long, personalised (use “I” and “you”), emotive language
- First line – make it sound friendly, as through from an old friend (e.g. “Can you believe Briar Copywriting has turned 3? It only seems like yesterday…)
- From line – show they’re from a real person (e.g. firstname.lastname@example.org rather than email@example.com)
Is your font readable?
If you use a tiny font that makes your readers squint to try and read it, it will get binned.
Make sure it is big enough to read without having to pinch and zoom. A good size for the body text is 14.
Don’t give your email a garish dress to wear
When your recipient opens your email they should be drawn directly to your text not your design.
Don’t cram it with images; less is definitely more.
Shout about your call to action
Your email needs a call to action – that’s a given.
The problem with text-based calls to action is they’re not overly obvious and can be difficult to “hit” when using a mobile device.
Using a simple, coloured button will draw attention to your call to action and make it easy to press.
See, I told you it wouldn’t be difficult to make a different to your emails.