Email is and continues to be a vital part of digital marketing success. Especially small businesses on a limited budget can use the concept to effectively communicate with their audience, slowly nudging them to become first-time and repeat customers.
At the same time, email marketing can only be successful if you design effective messages that resonate with your audience. One key consideration to keep in mind is the fact that an increasing percentage of that audience will view your messages on a mobile device; in fact, up to 70% of your audience will read your message on their smartphone or tablet. If you are looking to grow your small business with email marketing, keep these 4 best practices for mobile-friendly email creation in mind.
1) Keep them Short
Above all, your audience’s attention span on mobile devices is shorter than on a desktop. Because they can see less of your email on their screens, they will be more quickly turned off by long emails that go into detail about a specific concept.
One study suggests that for optimum results, your emails should be between 50 and 125 words long. For comparison, that’s about the length of the introduction to this post. Anything longer, and you risk decreasing response rates as mobile recipients lose interest midway through reading your message.
2) Stay Away from Long Paragraphs
For the same reasons mentioned above, try to stay away from full paragraphs as much as possible. Avoid the dreaded ‘wall of text,’ which becomes especially noticeable on small screen sizes.
Instead, take advantage of email formatting options. Bullet points, numbered lists, and single-sentence paragraphs can go a long way toward making your email more readable on mobile devices, you may also want to consider using graphics and call to action buttons to break up your text.
3) Use Visuals to Enhance, not Distract
Speaking of graphics: including visuals in your email can go a long way toward increasing its effectiveness. Visual content marketing has been proven to be successful, increasing audience goodwill and message recall.
But for mobile devices, you should be careful to use visuals strategically. Much like long paragraphs, large images that prevent smartphone users to see any other part of the content tend to distract the audience, making it less likely that they will take action. Stay away from large banner images, and incorporate smaller, slimmer graphics into your email instead.
4) Test Your Emails
Finally, make sure to not send out any email to your audience without first testing how it looks on mobile devices. Most email clients now offer templates with responsive design, adjusting dynamically based on screen size. But that could mean the content of your email shifts around in ways that you didn’t anticipate.
To ensure that your content does not begin to look undesirable, send yourself a test email to view it on your mobile devices. Most Customer Relationship Management software now allows you to do just that. If you are lucky and your CRM enables you to view a visual preview of the email in different email clients and screen sizes without even having to send it, you should absolutely take advantage of that feature.
Keeping Mobile In Mind at all Times
Audiences across industries and demographics are increasingly relying on mobile devices to complete internet-related tasks. Whether your brand markets to businesses of consumers, keeping mobile in mind when communicating with your target audience has become absolutely crucial.
In fact, to effectively grow your small business, that emphasis should come even before you send out your first email marketing messages. Choose a CRM that prioritizes and accounts for mobile behaviors to maximize your marketing and sales efforts. To learn more about our CRM, and how it can accommodate your business and marketing needs, contact us.