If you type “email marketing trends 2012” into Google, the overwhelming theme is Mobile, Mobile, Mobile. Like it or not, the mobile revolution is upon us. Take these staggering stats into consideration…
As of July 2011 ~20% of all email views were done on mobile devices.
That was up 50% in just six months.
As of today we could be looking at nearly 40% of all email views being done on mobile devices. If you are not designing your emails to be compatible with mobile devices you are quickly being left behind.
The good news is that it may not take a complete overhaul to make your emails mobile friendly. However, there are some “must-haves” when making your emails mobile compatible.
1) Single Column Design – From my research this is far and away the most important factor in mobile email design. You are talking about a limited piece of real estate in mobile devices so you need to make the most of it. Viewers of your email should only have to scroll up and down and not side to side to read your email. You’ll also want to make sure the width of your email is no more than 450 pixels wide.
2) Finger Targets – How many times have you been frustrated by the small links that are grouped close together on a mobile email or webpage? You can alleviate this frustration by making all links and calls to action distinct buttons as opposed to text links. By stacking them horizontally you also lessen the chances of clicking the wrong link as opposed to stacking them vertically.
3) Font Size -This again relates to the lack of real estate on mobile devices. Take pity on those viewing your emails on small devices (especially those who have started playing the “trombone” when reading) by increasing the size of the font in your emails. Headlines and important pieces of information should be no smaller than 16pts.
You can see a great breakdown of what makes for good and bad mobile email designs at this blog post from Litmus: Anatomy of a Perfect Mobile Email.
If you would like to discuss more email marketing trends I would be happy to chat. Just give me a call or shoot me an email at email@example.com.
Todd Lewandowski has nearly 10 years of marketing experience in the staffing and recruiting industry. Todd has worked with over 100 staffing and recruiting firms in the development and execution of email marketing programs.
If you would like to discuss email marketing for your firm, please contact Todd at firstname.lastname@example.org.