Email marketers can’t afford to ignore the importance of mobile responsiveness in their email campaigns anymore!
In 2018, mobile made up 46% of all email opens, while desktop opens only hit a paltry 18%.
Additionally, Litmus research found that 80% of people will delete an email if it doesn’t look good on their mobile device.
But creating emails for mobile isn’t without its challenges. What are they and how can tackle them?
What does it mean to be mobile responsive?
First off, a big issue that many email marketers face is that they don’t understand what mobile responsive actually means.
Often confused with mobile-optimized emails (which are built mobile first, meaning they work best on mobile devices, not PCs), mobile-responsive emails are built and designed to transition between mobiles, tablets, and PCs seamlessly.
This means that they automatically resize and adjust email components based on the device that’s viewing the email.
How can you create mobile-responsive emails?
If you’re not using an email generation platform to automatically generate mobile-responsive emails, here are a few tips to keep in mind.
When building emails manually, stick to a single column layout. Most mobile devices will display the contents of your email in a single column, so this means there’s going to be less shifting when translating your PC email to a mobile device.
Your email won’t have to rearrange its elements when viewed on a mobile, all you’ll have to do is make sure the elements’ widths reduce to match each device size.
Remember, you’ll have to add some code to manually adjust the size of images and fonts as well.
A good rule of thumb for any email is to place your call-to-action (CTA) above the fold. This means that it’s near the top of the email, sopeople viewing on mobile won’t have to scroll down to see it.
Another way to give mobile audiences a better experience is to include bright, large CTA buttons. Multiple hyperlinks, small CTA buttons, or image CTA buttons are hard to click on a mobile device and may dissuade recipients from taking the desired action.
And of course, don’t forget to test your email to make sure it renders correctly across the various email clients and devices that it could be opened on.
If this seems like a lot of work to get one mobile-responsive email, you’re right, it is.
Want to generate mobile-responsive emails in minutes? We’d love to show you how our platform can help.
