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Why Mobile Optimization is Essential for Email Marketing

The Importance of Mobile Optimization

People are increasingly checking email and reading blogs on their mobile devices. According to a Gartner survey, 74% of smartphone users check email on their phones.

That’s significant. If your email optins or email marketing campaigns aren’t optimized for mobile, you could miss out on up to three-quarters of your potential customers. In order to improve your conversions and click-through rates, your emails must be easily read on mobile devices. Otherwise, many your users won’t be able to interact with your email marketing messages and will either delete your emails or unsubscribe.

Your Opportunity To Beat Out Competitors

Ready for some great news? There’s a lot of room for improvement. Chances are your toughest competitors aren’t optimizing their emails and email optins for mobile. In fact, Equinux found that under 12% of email marketing campaigns use a responsive design optimized for mobile devices.

If you optimize your email marketing for mobile, you have the opportunity to steal customers from your competitors. Who hasn’t immediately hit “Delete” when an email is almost unreadable on a smartphone? The fastest and most effective way to make your email optins and email marketing mobile-friendly is to use responsive design layouts.

Responsive Email Design for Mobile

A fixed-width email design will simply shrink to fit the screen when read on a mobile device. This means that the layout remains mostly the same, except everything is much smaller. What appears as a 12-point font on a desktop will look somewhere closer to a 5-point font on a mobile device. The text will be unreadable unless the user zooms in.

Responsive email designs expand or contract the layout based on the device being used by the reader. If a user checks his email on a desktop or laptop, the email will appear at its widest size. However, when a customer reads your emails on his iPhone or Android, the responsive layout will shift elements in order to accommodate the smaller sized screen.

For example, say your email contains a text block that appears to the right of an image when the email is viewed on a desktop. A responsive design will optimize your email for mobile by shifting the text block to appear beneath the image instead of beside it. This maintains the integrity of your text size and allows the reader to easily read and navigate your emails.

Responsive design is very different from a narrow layout. Some entrepreneurs and business owners will “optimize” for mobile by creating emails that are extremely narrow — around 300 pixels wide. Though the email may be readable on mobile devices, it will look incredibly strange on a desktop’s wider screen. Instead, use an email marketing service that provides responsive layouts specifically designed for mobile.

Mobile-friendly email opt-in forms

Mobile-Friendly Email Optins

Your customers and users do much more than check their email on their phones. Pew’s Internet Project’s research found that more than 30% people use their smartphone more than their desktop or laptop.

In addition to reading emails on their mobile devices, many consumers use their smartphones to:

  • Post updates and interact with brands on social media.
  • Check news sites and read their favorite blogs.
  • Research businesses and make purchases.

The bottom line is all of your interactions with customers need to be optimized for mobile. Whenever a new user visits your website, it’s important to capture their email. Many site visitors will stop by to read a particular blog post or quickly check out your company. The majority of those visitors will never return. But to optimize conversions, you need the ability to follow up and re-engage those one-time site visitors. Mobile-friendly email marketing is the perfect solution.

Add at least one email optin form to every page of your website and blog. Encourage readers to sign up for updates, special offers and exclusive content.

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