Email Marketing: Designing For Your Mobile Audience

Mobile marketing, though growing in acceptance, is still slightly behind the curve in all areas, including email marketing. It’s true that web designers have been given the go-ahead to use responsive design techniques to deliver web pages for optimal viewing on multiple devices. It’s also true that advertisers have committed to increasing their advertising budget to target mobile users. But the ultimate execution just isn’t there.

The greatest disconnect with mobile optimization lies in email marketing. “Despite mobile email’s growth, 58% of email marketers (are) not designing for it”, according to MarketingLand.com. The same article does say that this percentage will decrease as we move more into 2013. And rightly so as more mobile devices are now sold than desktop computers.

But it’s not too late for small businesses to start budgeting, planning, and implementing email marketing campaigns tailored to their mobile audience.

Here are 5 principles for designing mobile email templates:

  • The email template should be designed for mobile viewing; preferably using a responsive layout. Text and images are to be appropriately sized so that your viewers do not have to scale their page view.
  • With the lack of real estate in mobile devices, be clear and to the point with your message. Micro content creation is not only important for social networks like Twitter and Facebook. It is also significant in email marketing.
  • We are in the time of visual marketing. It’s expected that you use images in your template. If you are using images, however, verify that the email text can hold its own if images are not displayed.
  • If any navigation is required in your email, provide those buttons within thumb’s reach.
  • Lastly, it is still a great idea to provide a plain text version of your email.

By meeting the growing user demand for mobile usage, your business can remain relevant in the eyes of your audience. Attain Design are experts in designing for mobile responsive layouts and can advise on your mobile strategy.

Posted by Paul

Paul is our Head of Marketing and strategy specialist. He has worked on award-winning campaigns for household-name brands, SMEs and public sector organisations since 2003.

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