Multichannel Marketing Means Mobile Optimization
Posted on 12/29/2014
According to data from Campaign Monitor, more email is now opened on a mobile phone than any other device. Here is a look at email activity in 2013:
- 41% mobile
- 28% desktop
- 22% webmail
This data is based on more than 1.8 billion email opens with nearly 22 billion email recipients. Hubspot also notes that 69% of mobile users delete emails that aren't optimized for mobile.
This is data no marketer can afford to ignore. If you’re including email in your multichannel marketing, you need to think about the mobile user experience whether you want to or not.
Test your emails on multiple mobile platforms. Is the layout easy to view on a mobile phone? Or is it too cluttered when viewed on the smaller screen? Can users find what they are looking for?
Here are three tips for optimizing email for mobile:
1. Reduce image file sizes. If they’re too big, they won’t load easily (or at all).
2. Resize images to fit the format of mobile phones. If images are cut off on the edges and readers have to scroll around, the experience is ruined.
3. Increase the size of links and call to action buttons. If users can’t find them, they can’t click them.
Of course, ensure that your company’s website is optimized for mobile, as well. If recipients click through the links, will they land on a mobile-optimized page? Or will they be sent to your regular corporate website? If so, what will their experience be like when they get there? You want that user experience to stay positive across all channels.
Want to integrate email into your next print marketing campaign and take advantage of the power of cross-channel communications? Give us a call!