According to the blog Frogloop, “It was recently reported that one in three Americans owns a smartphone. Some sources are indicating that more people will own smartphones than traditional cellphones by 2012. Add tablets into the mix and its clear that people are quickly adopting mobile computing.”
And as smartphone and tablet use rises, your email follows. Email reading on mobile devices rose 81% from October, 2010, to April, 2011. It stands to continue rising. Today, 16% of email is read on mobile devices while desktops get 36% of messages and webmail 48%.
Here are some of Frogloops tips on how to craft your emails to make them compatible with smart phones:
- Clear, short and actionable subject lines followed by quick easy to read text with a link (to whatever your action or conversion might be) early on. This is a good argument for minimalistic header images in email. As you know, more and more desktop and webmail email clients default to hiding images from readers. In mobile, images are vigorously suppressed.
- Remember that messages received on iPhones with lots of images can become awkward when email is viewed on a small mobile device.
- Include a mobile stylesheet. This is something that can be worked into most email templates but is still not often seen. Check with your provider for assistance or just try it out yourself but if you have any sort of CSS in a template or “wrapper” now then chances are you can add a mobile stylesheet.
- Call to action up front and very clear. People need to see it/read it/have chance to click it without scrolling up/down or left/right. Don’t rely on image-based links as images may not appear on mobile messages. Try to work a call to action text link into the first few lines of your message.
- Make sure you have a “view this message on the web” link clearly visible in the preheader (the area at the top just above the message). You may not be able to fully optimize your message for mobile but the web browser version may be easier for mobile users to read and navigate because images and style sheets are better supported.
- Take Google design principles to heart: speed and simplicity matter even more on mobile.