Mobile marketing is a rising market and it’s opportunities are yet unexploited in marketers plan. But, more and more, web advertising integrates an element of mobile marketing. This is way email marketing also makes a step in this direction. Mobile devices and moreover smartphones tend to change users habits concerning email content in the past years. If your consumers are mobile, you must get them. You need to make your first efforts to optimize your content for mobile.
Before taking any action is important to find out what are the stakes – if your subscribers open the emails on their mobiles. In some cases you can find this information from your ESP, but if not you can ask the subscribers yourself with a survey.
Whatever the results, you need to keep into account that the smartphone’s penetration rate is continuously rising and mobile email will become increasingly used. This is why, even if now a small amount of users open your email on their mobile, this a channel that you have to watch closely.
Optimizing the messages for mobile
There are some simple rules to apply to your newsletters to be closer to the mobile users:
1. Be brief
Rethink your texts for the mobile users. Be clear and don’t use long phrases. Put the more important information at the top of your messages and don’t forget about the call-to-actions. Also the long paragraphs force the users to scroll a lot and you might lose them this way.
2. Have a „plain text” version
This recommendation is also available for the desktop users, but for mobile is even more important. Many mobile email client don’t allow HTML. So, if you don’t have a plain text version,your email will be unreadable.
Avoid using very large images. Mobile devices have slower connection and they will charge very slowly.
4. Optimize the landing page
If you decide to optimize the email, don’t forget about the landing page. Brief and clear text is mandatory here too and also avoid using Flash.