Email marketers tend to have somewhat of a love/hate relationship with mobile. Most of them are aware of the incredible opportunity for increased influence that mobile devices represent, but they are also painfully aware of the challenges faced by mobile.
This is especially true in email marketing, where much of the technology and know-how lags behind the mobile revolution.
Yet all is not lost! This disparity means that the savvy marketer can get a leg up on the competition simply by understanding how to optimize a campaign for mobile. Let’s examine a few ways of doing this.
1. Become Trustworthy
When viewing email on a mobile device the first, and sometimes only, thing a user sees is a sender’s name. This means that if a subscriber doesn’t recognize the “From Name” there’s an excellent chance the email never gets read. This is almost an extension of the values of opt-in campaigns, but to an even greater extent.
This trust can be earned long before the email ever arrives in the reader’s inbox, through channels like social media, and even more traditional channels.
2. Subject Lines
I’ve said it once and I’ll say it again: the subject line is just as important as the body of your email. Even if a reader doesn’t know who you are, a creative and compelling subject line just might convince them to read your email. A good rule of thumb is to spend just as much time on the subject line as on the rest of the email.
A great subject line can be the difference between a sale and a trip to the junk pile.
3. Learn to Love the Preheader
The “preheader” is that little snippet of text that is visible just below the subject line in some mobile email clients. Aside from the sender’s name and the subject line this is the reader’s first taste of the email. Make sure that it’s eye-catching and interesting. Try a call to action, or even humor and see what works for your campaign.
4. Play Up Your Call to Action
Your call to action is essentially the entire point of your email, so make it big, bold and obvious. If your readers are opening the email, it should be very clear what the next step should be.
This is especially true on phones, where screen space is limited. Don’t be obnoxious, but don’t be afraid to make the call to action exceedingly obvious.
5. Embrace Responsive Email Design
Designing for multiple platforms is tough, but there’s a savior here to help: responsive design.
Responsive design ensures that the user experience is optimized regardless of the platform. This concept has been around awhile, but has only recently gained a foothold in email marketing.
This has become more and more important as consumers increasingly access email primarily (or even solely) through mobile devices. Responsive design isn’t easy, but many email marketing platforms and other third party companies can offer assistance. The price is usually worth it for the headaches it saves.
There’s no doubt that email marketing for mobile can be a little fickle, but it’s worth the effort. Every day, more and more consumers are moving to mobile, some even exclusively. What is currently a recommended tool for marketers will soon be an absolutely required one, so it’s best to get ahead of the curve.