Email marketing is one of the most affordable and effective marketing solutions. It has been serving several industries for decades now. It’s not just the large corporations that have been reaping its benefits; the small scale businesses are also taking advantage of this useful tool.
Over the years, email marketing has become an important component of businesses, and customers have also started to rely on them for information. Now, just imagine the chaos that’ll ensue if the tool was taken out of the equation. Since most small businesses rely on email marketing strategy for conversions, it’s important to ensure that the tool is always user friendly. Unless the users are able to view your emails without any hitch, all your efforts can go to waste. And the first step to making sure your emails are user friendly is to customize them for mobile devices.
Just last year, over 80% of all internet browsing was done via mobile devices, which is enough to gauge the importance of optimizing your emails for mobile devices. With only 39% of companies creating an email template that’s mobile friendly, it’s fair to say that there’s space for improvement in this regard. If you don’t want to be left behind in this race for success in the industry, it’s essential that you make your emails user friendly.
We understand the intensity of this challenge and have therefore put together a number of tips that will help businesses avail this opportunity. Businesses need to engage their subscribers and improve their conversion rates for revenues. These tips will help you with both these things.
Keep the Subject Line Short
To make an email more compelling, the subject line needs to be click worthy. But if you want to optimize your emails for mobile users, you’ll need to keep an eye on the length of the subject line. If you view an email on the desktop, you’ll only be able to see about 60 characters on the subject line. However, when the same email is viewed on mobile devices, the readers are able to see only about 25-30 characters.
Keeping this in mind, businesses need to keep their subject line short so that mobile users also get to read the subject line with full clarity. Before you start optimizing the subject line for your customers, have a clear understanding of how many of them use mobile devices to view the emails. When you avail top notch email marketing management services to help keep track of these things, it’s possible to get an estimated percentage of subscribers that use mobile devices to open the emails. If the number is significant, make sure your emails are tailored for mobile devices. However, if you see that the number is negligible, don’t go the extra mile to provide this facility. What’s important is that you keep an eye on this figure and change the settings as soon as you realize the number has changed.
Utilize the Power of Pre-Header Text
Most people who view emails on their desktop are more likely to ignore the pre-header. This is a common trait of customers, and that’s the reason most businesses don’t waste their time putting together a compelling pre-header text. They forget that even a powerful subject line needs some help and that’s the whole purpose of including the pre-header text.
Businesses that are looking to make their emails more user friendly definitely need to look into the benefits of including text. To make this tip work for you, you need to have clear data about your subscribers and the device they use. Since the pre-header text display varies from device to device, you’ll have to come up with a text format that doesn’t vary much with changing devices. It’ll take you some time to come up with the perfect solution, so don’t lose hope. Remember that you can use this text to subtly urge your subscribers and potential clients to open the email, so use this tool to the best of your abilities.
Optimize Images
There are many mobile devices that don’t display images, so if you have included some in your emails, you’ll have to work on your hands. The best way to deal with this issue is to opt for an ‘images off’ experience so subscribers can get a wholesome experience. If you have a large target market that uses mobile devices, it’s better to not make images a part of the email. Make sure the content looks and sounds complete without the images, or some subscribers are just going to get confused.
A common way most businesses deal with this issue is by making sure that the images support text rather than the text relying on images for deeper understanding. In that case, even if the mobile device doesn’t display the images, the subscribers will be able to understand the message and take the next step accordingly.
Optimally Placed CTAs
Subscribers who use mobile devices to view emails are mostly in a hurry, so you can make the process easier for them by keeping the text concise. By placing the CTA at the very beginning of the email, you can make sure the subscribers understand what they are expected to do from the start. Even if they don’t have time to read the rest of the email, the well-placed CTA will help them make the next move.
Now that you know some choicest tips to make your emails more user friendly, make sure you follow the advice for great returns. Make them a part of your email marketing strategy and reap the benefits in the long run.
