Are Your Marketing Emails Mobile Friendly?

Monday, April 15th, 2013
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You’ve built your website, mobile optimized it, and you’re ready for email marketing. Not so fast. Just as your site will benefit from mobile optimization, so will your email marketing campaign. If you hadn’t considered that, now is the time because more people than ever are using mobile devices.

Throw out any preconceived notions you may have about who uses smartphones. While more than 40% of all age groups under 55 are smartphone users, a quarter of those aged 55 and older also own smartphones. Not only that, 75% of people in the United States use their smartphones to access and read email.Top portion (2)

The best thing you can do when mobile optimizing your email marketing is to keep it simple. Yes, a lot of people are reading their email on smartphones, but they’re still on the go, and their attention spans are short. Don’t overcomplicate your marketing with a lot of bells and whistles.

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For one thing, pay attention to click space and font recommendations for Apple, Android, and BlackBerry devices. The more someone has to scroll for information, the less likely they are to do so, and your message will go unseen.

In addition, now is the time to adopt HTML5 and CSS over Flash on your website. If you’re designing anything in Flash, your mobile customers aren’t seeing it, and you’re missing out on making connections, not to mention sales.Top portion 5

Finally, test your campaign on multiple platforms. Some see more email opens than others. Time it right, and your email marketing campaign stands a much higher chance of success.

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Not sure how to go about mobile optimizing your email marketing campaigns? That’s where professional help can come in handy. Companies like make it their business–literally–to help companies construct effective marketing, and broaden their reach, including into the mobile sphere.

After receiving a degree in Industrial Engineering from Cal Poly San Luis Obispo, Alex began his career as a technology consultant with Accenture. In 1999 he left Accenture and founded Nexternal – a cloud-based eCommerce Platform company. Alex is passionate about eCommerce and online marketing. He is now a Senior Vice President of HighJump, managing the Nexternal business unit.