Companies that learn to deliver email marketing campaigns that are more accustomed to mobile phones get up to 30% higher open rates.
Who’s making the top of the list when it comes to open rates? Is it the iPhone, Android or BlackBerry?
According to GetResponse iPhone users open 17.5% of their commercial mail while Android users open 8.93%, and BlackBerry owners open only 0.24%.
Mobile users spend only 5.3% of their time on email or instant messaging. That means you only have seconds (or even part of a second) to grab attention with a subject line or a header.
Knowing these important facts, how can you optimize your email marketing campaigns for mobile platforms?
Here are some valuable mobile design tips from GetResponse…
The first step to mobile optimization is keeping it simple. From the subject line to email content, follow the rule of the shorter it is, the sweeter the return will be.
Clear up any clutter that may bury links. Which is worse: the customer missing the link, or the customer having a hard time clicking the link? Fingertips are much fatter than cursors. Apple® interface guidelines recommend at least 44×44 pixels as a minimum for a target area.
For design, simple things like font size can be tricky. Again, this can differ across platforms. Apple automatically increases font size to 13 pixels, and anything between 16-18 pixels is rendered as either medium or large on Android™ devices. The rule of thumb from designers is: 14 pixels for text, and 22 for headlines.
When focusing on Android and non-iOS® platforms, you do need to watch your dimensions (Apple will automatically resize). On Android and Kindle devices, that means keeping the calls to action visible at about 320px for smartphones (the limit for Kindle Fire is about 600).
Let’s have a look at all the data in a visual format:
Make sure you also checkout this short 3:37 minutes video from ClickZ speaking to Simms Jenkins – chief executive of BrightWave Marketing – about the emergence of social media, email and mobile marketing.
If you want to create effective email marketing campaigns you need to adapt your strategies and be optimized for mobile devices. What devices do your customers own?