Mobile and Responsive Email Design: Optimization Tips
Updated: Sep 9, 2019
Users not only surf mobile, they also retrieve their emails on their smartphones and other mobile devices. Thus, mobile marketing does not end with the optimization of the website or the online store for mobile use, but must also include other marketing channels.
In order to be able to carry out successful email campaigns, it is important to consider the mobile target group and to optimize newsletters for them. If the email does not look good on the mobile device and is not easily readable, users quickly delete it, or even unsubscribe from the newsletter.
A responsive design or multi-device template that adapts to the device you are using may be a good solution for delivering responsive email to both mobile recipients and desktop users.
One drawback: Many users call their emails as plain text-based messages; Responsive does not use them here. Some devices do not support this yet. However, since the majority of users use iPhone or Android, this point is negligible. Basically, the different email clients can make a big difference in the presentation.
When deciding whether or not to use responsive design or a separate mobile newsletter, inventory is always the first step: how many recipients will receive their emails from mobile devices? What does the current design look like on the smartphone? Is the text readable, what do the subject and sender look like, how far do you have to scroll to the call-to-action (CTA) and are the buttons and links easy to click?
The most important points to consider for the optimized mobile email are:
• The subject line should be kept as short as possible in order to remain legible on mobile devices as a whole. About 60 characters should be the maximum, better are 30
to 40 characters. In any case, the most important information should be placed at the beginning of the subject line.
• The sender must be clearly recognizable.
• The layout should be single-column and as simple as possible, because elaborate multi-column layouts are difficult to read on the go. In order to create more space for content, the header and navigation elements should be reduced or hidden at the beginning of the email.
• For older devices, it is also important to offer a plain text alternative in every email.
• With a meaningful pre-header that succinctly summarizes the content of the email, the opening rate can be significantly increased.
• Horizontal scrolling should be avoided, vertical scrolling should be limited.
• All links have enough space to click. Links and buttons should not be too small and with sufficient distance to the content around them to be displayed in order to remain easy to use even for larger fingers. A good solution is to display the call-to-action link almost the entire width of the mobile display. Several links in close succession should always be avoided in order to avoid accidentally clicking the wrong link.
• In the best case, the call-to-action can be seen in the visible screen without having to scroll.
• Less important information and links such as social media buttons can be placed in the non-visible area at the bottom of the email.
• Images should not be too big. If the images are not loaded, alternative texts ensure that recipients still recognize their content. Responsive Design uses flexible images that adapt to the appropriate size.
• The font must be easy to read. This means that you do not want to set too small a font size for both headlines and text.
• The text is to hold a total of more precise and concise content than is recommended for desktop users anyway.
• Email attachments are suboptimal even with desktop newsletters, in mobile versions they should be dispensed with. Links or QR codes are the better choice.
• The linked landing page should definitely be optimized for mobile users. This means short loading times and a mobile design (a responsive design or purely mobile
Of course, templates should always be tested on different devices and with different mobile systems. iPhones, but also Android should be considered, but it is also important
to check the most important email clients.