4 DesignTips for Mobile Email Marketing

The mobile inbox is a powerful tool if used the right way. We know that smart phone penetration in the US has reached 55% and mobile email open rates are over 40%. Almost half of your database is opening email via their mobile phone. Are you designing your emails to display correctly?

You could be leaving money on the table by not designing effective mobile email. Actually, you ARE leaving money on the table. Here are four design tips to help you design for the mobile inbox. Need more tips?

1. Design for Your Audience

Know your audience—it’s the most basic of all marketing principles. If your brand’s mobile audience is at or above 10%, it’s time to start optimizing for mobile. Weigh the effort required against your content and production timeline, then choose an approach that makes sense for your brand— as it pertains to mobile aware design, responsive design, or a combination of the two.

2. Design for Touch

Do not focus solely on click-based interaction—instead, try to think in terms of swipes and taps? As with any good design, grid-based layouts ensure content is easy to read and digest. Your finger isn’t as precise as a cursor, so elements like buttons and text links need to be a large enough that the user doesn’t accidentally tap the wrong link—or miss entirely. To design a button that’s easy to press, shoot for a height of at least 0.33” (44px or more).

3. Design for Legibility

Consider these factors to ensure your message is legible:

§  Contrast: As we age, less light enters the eye, making it more difficult to see color contrast. Computers and mobile devices also allow users to alter contrast settings, so carefully consider your color choices to ensure the text and images stand out properly against the background. Avoid reversing out small text on a dark background.

§  Text size: We recommend using text of at least 13px for body copy. In order to avoid having to zoom in, try starting at 15-16px (depending on the actual font) and preview it on your mobile device. Be generous with margins and whitespace to ensure text is readable. When it comes to copy, remember that less is more.

§  Imagery: Bold, beautiful imagery is slowly taking over our inboxes, as we take cues from Pinterest and social hubs like Facebook and Twitter. Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message. For B2B emails, think outside the realm of traditional stock photography to make your messages are unique.

§  Layout: A one-column layout works best in both aware and responsive design. If you have a multi-column layout, carefully plan how elements shift or stack, using a grid to ensure the technical aspect is possible

4. Design for Reality

Circumstances affect accessibility and attention span, so your message may be viewed on a small screen out of consumer preference or sheer convenience. It could be competing with distractions of all kinds, like a small data plan, a business meeting, spotty Wi-Fi connections, or a long line at the grocery store. Tailor your messages accordingly:

§     Keep it simple with direct content.

§ Be incredibly clear the steps for a the call-to-action.

            §     Be brutal with your editing.  Keep the message short and concise.

Source:  Kyle Lacey