Social media moves traffic to blogs and blogs move traffic to landing pages… it’s true. But for a whole bunch of reasons, email is still the most important online marketing channel for the majority of us, and it will continue to be for at least a few more years.
If you don’t believe me, just ask the big wigs at Amazon. I got a total of six marketing emails from Amazon last week Black Friday, Cyber Monday, Deal Days… Jeff Bezos wouldn’t be wasting his time on email something if it didn’t work, believe me.
You absolutely can’t afford to ignore your mobile email users. Not only will over a third of you emails be opened on mobile devices, mobile users score way higher on the action-taking scale.
So what are you currently doing (or not doing) that is KILLING your mobile email conversions?
Mobile Email Formatting
Basically, it all boils down to readability.
The first step is getting the email opened, but you already know how to write great, concise subject lines. Step 2 is where most marketers are seriously blowing it, and it’s a huge shame… because most of heavy lifting (Step 1, for example) has already been done.
Step 2 is making sure, at almost any cost, that your email displays properly on mobile devices. If you’re going with a nice, visually-driven layout, that’s great. However, if it does ANYTHING to hurt readability on Android or iOS devices… drop it.
The one thing you can be sure of is that a plain text email will display well on mobile. And plain text shouldn’t hurt your CTRs at all or annoy mobile users. In other words, it’s not pretty but it will get the job done.
On the other hand, 63% of Americans say they’ll immediately close or DELETE an email that doesn’t display right on their smartphone. Don’t kid yourself, they’re not going to scroll around to read the rest of your headline or see your discounts…
Here’s the other thing to keep in mind when crafting a mobile-optimized email. Most users are on Apple iOS and Android, so you should check the display on those two at the very least.
Got something to add? I’d love to hear your thoughts about mobile marketing… Go leave me a comment!