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Don’t fight it dealers. Mobile email is here to stay, "According to a study by Litmus, more email is now read on mobile (36 percent) than on a desktop (33 percent) or via webmail (31 percent), and opens in mobile devices have increased a full 80 percent in the last six months," notes Stephanie Miller in an article at the Email Experience Council.
You must optimize for emails on mobile devices now, whether you like it or not. So here are some tips to help you do just that:
KISS : Keep it simplistically simple
Mobile devices can delete emails in a flash, keep your subject headlines simple, catchy, and most importantly short.
Test, Test, and Test
Never stop testing technical aspects of your email campaign. If an image doesn’t load correctly or your link is out of whack, your subscribers won’t be too forgiving. "Subscribers will lose interest if they have to keep scrolling to understand your message or if they get stuck waiting for data to download," Miller notes.
Prominently display your links
Smaller screens can make links obscure. Set links apart and make sure they are easy to click on.
Define your call-to-action
Your offer must be clear to the consumer. If they aren't sure what to do, they won’t stick around.
Time it right
When are your consumers checking their email on their mobile device? If you don’t know - find out. There is no perfect answer here, but remember everyone has a daily routine. An info-graphic released by Pure360, an email marketing software company, breaks down the best and worst times to send emails. Generally, email open and click rates varies about 10% throughout the day.
Doesn't seem too hard right? Remember, be flexible! Customers decide when they read their email, you just have to be ready with a campaign for desktop and mobile devices.