3 Common Mistakes in Mobile Email Marketing
In today’s tech-centric world, it’s essential for marketers to adapt to the new mobile environment, including those in the email space. Though it would seem that designing an email campaign for desktop and mobile wouldn’t be much different, the reality is that each platform engages the consumer in an entirely different way.
When we’re at work or at home, we tend to use our laptops to check our email. When we’re on the go, we depend on our smartphones to send and receive email. As ModCloth’s Chief Technology Officer Uni Nir said, “Mobile basically provides us new moments of found time. Those two minutes in line, a few minutes on the bus or whatnot that weren’t able to be used before.”
It’s easy to forget this small detail when designing email; however, neglecting to optimize your emails viewing on different devices can be the downfall of any mobile email marketing program. According to a 2017 Litmus study, 54% of all email opens now occur on mobile. If your audience is similiarly situated, alienating this segment could make or break your digital marketing strategy, ultimately resulting in loss of ROI. On the other hand, increasing readership on mobile is integral in strengthening customer relations.
Make sure you avoid the common mistakes in mobile email by following these tips:
1. Making Your Text Too Small and Too Light
This may seem obvious, but accessibility is often forgotten in the email world, especially as digital design trends have gravitated towards the opposite. If the text in your email is too light and/or too small, it’s almost impossible for the subscriber to read your content. When constructing your email, consider the following guidelines:
- Body copy: at least 16px
- Headlines: at least 22px
- Buttons: at least 44px by 44px
- White space: at least 15px
These are the standard guidelines for sizing, but aren’t absolute by any means. As long as the readability and design of your email is aesthetically pleasing (and not headache-inducing) on mobile, you should be good to go!
2. Writing Subject Lines That Are Too Long
When on a mobile device, you only have a couple of seconds to capture the attention of your subscriber. It doesn’t make things easier that mobile devices show a limited number of subject line characters, making brevity all the more important. A subject line that is too long is off-putting to a customer on the go, which can result in an instant trip to the junk folder. Subject lines should be interesting and incentivize the reader to open your email. Check out our Director of Client Services’ tips on Creating Compelling Subject Lines That Rule for MediaPost.
3. You Don’t Test Your Email
If you don’t check to see how your email is performing, how will you know if your marketing dollars are being put to best use? In order to make smart desicions about your email program, it’s important to test what devices and browers your recipients are opening and engaging on, as well as test the performance of mobile vs. desktop emails. This can help you determine what steps you need to take in order to best accomodate your mobile readers, such as whether implementing responsive email design is right for you. Need help taking your email testing to the next level? Our “How to Be an Email Testing Rock Star" white paper can put you on the path to the Testing Hall of Fame.
Still, it’s easy to get caught up in the craziness of work life and forget to follow up on your email analysis. If you find yourself in this situation, the best solution may be to hire an email consultant to make sure that your emails are consistently performing well.
Digital marketing has become a necessity to any B2B or B2C marketing strategy, and at the heart of any digital marketing strategy is email. As a tried and true practice, email marketing has withstood the test of time. Master these mobile techniques and you’ll be on your way to a successful digital marketing.
This blog post was originally published in August 2014. It has since been updated to include the most recent email marketing statistics.