Mobile e-mail

By Shae Geary

As professional communicators, we are always looking for the best strategies to ensure our messages break through the daily clutter, whether it’s getting media to read our press releases, consumers to respond to a promotion or stakeholders to connect with a newsletter.

According to recent studies, upwards of 67% of all emails today get read first on a mobile device, meaning that using mobile-friendly email designs can be the difference between getting someone’s attention or falling into a black hole. The takeaway: the easier our messages are to read on the go, the more likely we are to create wins for client partners.

For all companies, mobile-friendly email design is a smart practice to adopt. Many online email marketing programs make it easy by offering plug-and-play templates for everything from newsletters and press releases to invitations and e-blasts. For those who opt to create their own design, here are six quick tips for making sure your emails fit nicely into the palm of your audience’s hand:

  1. Shortened Subject Line: The optimum character count for a subject line is much smaller for a mobile device than a desktop. Subject lines of 25-30 characters are a best practice for mobile-friendly emails.
  2. Single Column Format: Simple layouts better accommodate differing screen sizes and generally don’t require the reader to work (i.e., scrolling side to side) to read your message
  3. Less is More: Your audience has a limited attention span. Keeping the copy concise and to the point is a good practice for any email, but especially important when it comes to small screens.
  4. Supporting Imagery: Photos should support the message, but not be relied upon to tell the story since some mobile devices use photo-blocking software. Photo file size also should be small.
  5. Enlarged Font Size: The less your audience has to strain to read a message, the more likely you are to get the point across. A minimum text size between 12pt and 14pt is a good guideline.
  6. Space to Click: A little white space near clickable links is a good idea when it comes to mobile design and allows a clumsy thumb or index finger to get the click on the first attempt.

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