1) Emails Designed For Desktop
It has quickly become a mobile-first world. Econsultancy research shows that email use has become a mobile activity for a majority of users in the span of a mere four years.
Think about how people use email on their mobile devices.
During moments of waiting–in the elevator, standing in the grocery line, on public transit, and, yes, while waiting for the stoplight–people will scan the subject lines in their inbox and decide what to delete and what to save for later.
When people have more than a quick moment, when they have time to read, they might start opening those emails on their smartphone.
It is this experience that many companies and brands fail to adequately understand.
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4 Mobile Email Design Mistakes All Marketers Must Avoid
Here are some of the more common mobile email design mistakes you should avoid:
- Super-long subject lines – You don’t have the luxury of wordy subject lines on mobile devices. Try and keep your subject lines to 35 characters.
- No Preview text – Preview text appears in an inbox following the subject line of an email. It is pulled from the first text in the body of an email. Preview text should work with the subject line to further entice the recipient to open the email. On most devices, this text will appear immediately below the subject line.
- Multi-Column Layout – People scroll vertically through emails with their thumbs. If your recipients need to scroll horizontally, you are providing a contrary experience to what they are used to. And you’re frustrating them. Use single column layouts to avoid horizontal scrolling.
- Tiny fonts & buttons – Likewise, you need to make your fonts large enough for recipients to easily read on their phone. You need to make any links large enough for your readers to easily tap with their thumb. And you need to make buttons large enough for them to do the same. Avoid frustrating your subscribers by making them pinch and zoom.
Unoptimized Landing Pages
Whether you are sending someone to your website from an email read from a mobile device, a mobile ad, as a call to action from a podcast, or from a text message, the biggest mistake I see companies and brands make is sending traffic to a poorly designed landing page.
All too often, I’ll see mobile advertising campaigns that drive people to a landing page that is not responsive to the device on which it is being used, is obscured by other page elements (like popup windows), loads too slowly, or uses a form that is too lengthy or too difficult to fill out on a mobile device.
The user experience is everything for mobile campaigns because people have far less patience and tolerance for frustration than they do with a desktop or laptop computer.
This doesn’t just apply to mobile advertising but to organic mobile traffic as well.
Unfortunately, it is all too clear that some marketers don’t experience for themselves the campaign they plan for others to act upon. If they did, they’d fix some obvious obstacles to a successful campaign.
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