Designing a campaign with mobile devices in mind can help improve your conversion rate and campaign ROI.
If you are questioning whether you really need a mobile strategy, consider that nearly 50% of all email is opened on a mobile device. Your email campaign needs to be user friendly for this group.
It’s important for a new store to keep up with the latest design trends for digital media. Older, more established stores and brands can afford to be a little behind in the digital world, but as a new store you need every advantage you can get.
Here are three tips for taking your new store’s e-mail to the small screen and improving communications with mobile users.
1. Tweak Your Subject Line
The number of characters displayed in an e-mail subject line will vary depending on the device’s operating systems and orientation. For example, in a portrait orientation they allow 24 characters for some Android devices, to a generous 61 character in a landscape orientation for certain windows smartphones.
Remember, one-third of email recipients open their email based on the subject line alone. If your subject line “Winter is creeping in: 50% off all coats” is cut off after 24 characters, your subscriber will see “Winter is creeping in:” instead of the discount. A better option would be to move the core-messaging element to the start of the subject line to accommodate for the device display: “50% off all coats: winter is creeping in!”
Overall, the message is the same. But, by moving your key words to the beginning you can improve your open rates.
2. Make It Easy to Navigate
Most actions on mobile are now performed via finger-tapping. Accordingly, clickable elements need to be designed for fingers, not a mouse. Although the click of a mouse allows for a great deal of precision, a finger doesn’t: the average adult finger pad is 10-14 mm.
When designing your calls-to-action, allow sufficient width for tapping, but also enough padding space between two buttons or links.
Don’t include two calls-to-action that are too close together. It can result in a user inadvertently tapping the wrong link, and can lead to a lower conversion rate for your mobile email.
3. Make Your Email Easy to Read
Remember the part about small screens? Be sure to use large enough fonts so they don’t require users to press their nose to the screen to read. A good rule of thumb is to use 14-point for body and 20-point type for headings.
Before you send your email to the masses, be sure to test it on a mobile device. This will give you the opportunity to test your links and see how your email is displayed. Making the experience easy for mobile users will help to improve your conversation rates.