Every morning, my day starts off a little something like this:
I wake up, roll over, and before I even get out of bed, I reach for my iPhone and check my email. Then I check it again while eating breakfast, and again while waiting in line to get a coffee on my way to work.
On an average morning, I’ve checked my email three or four times before I’ve even turned on my computer. Does this routine sound familiar?
Smartphone usage is sky-rocketing, and with it, so is the number of people that are reading email on a mobile device. According to Litmus, 43% of email is now opened on a mobile device. That number is up 138% from 2010, and I think it’s a pretty safe bet that it’s going to continue to grow.
This means that you need to be creating emails that are mobile friendly. A mobile-friendly email is an email that displays optimally between a desktop/laptop and a mobile device, ensuring that it will look great regardless of where your customers and prospects read it.
Sound complicated? It’s not. It’s actually pretty easy.
Here are five simple things you can do now to ensure that your emails are mobile-friendly:
1. Use a single, clear call to action
Make sure to include a clear call to action, and put it near the top of your email.
2. Be as concise as possible in both design and content
Having a clear and concise message should be a staple of any email, but it’s even more important when designing for mobile. Screen real estate is very valuable on mobile (this is going to be a common theme), so keep the design very clean and simple and focus on the essentials.
3. Use a single column template
Because of the limited real estate you get with a mobile device, it’s generally better to use simple layouts. Often times with multi-column layouts (2 columns and more) your readers will have to zoom or scroll on their smartphone to see everything. This can make it difficult for them to navigate the content of your email and the call to action. Using a single column template will make your content much more flexible for all screen sizes.