Today 16% of all email messages are opened on mobile devices like smartphones or tablets. Successful email marketers should follow not only these 20 tips for successful email newsletter delivery, but adapt to the new reading environments. All modern email newsletters should be optimized for mobile email clients.
People who read their email on mobile devices usually do this early in the morning, while they are at lunch or in the evening. This knowledge is important for you as an email marketer because you need to understand how and when you will be reaching your target audience. For example, if you send text emails that should be read carefully, it is better to send them when your recipients are more likely to be using their desktops. If you send lighter content that can be scanned and acted on quickly or that otherwise takes advantage of mobile features, aim for those times when users are out and about.
Remember that, when using their mobile devices, your subscribers will behave differently than when they use their desktops. It may be hard to purchase something from the smartphone. The aim of your email messages may be to call the readers to add your product to a wish list, to save and use a promo-code or to get more information about your company. It may also make sense to engage mobile-specific capabilities. For example, you might offer a 10 percent off coupon for checking in on Foursquare or to Facebook Place… something that can be easily done via a mobile phone.
It’s very important to test how the content of your landing pages renders on mobile devices. Remember that Adobe Flash video is absolutely OK for Android-based smartphones, but will not work with iOS. The success of your email marketing campaigns depends on the possibility for your readers to immediately follow your call to action.
Low download speeds and the rather small screens of mobile devices make mobile email readers impatient. Keep this in mind and give your users the most interesting and engaging content. Not having an email preview in the mobile email clients decreases the chances of your emails being read. Your best way to cause the recipient to read your message is to intrigue him or her with a great subject line and the “From” field, explaining who is the author of the email.
You should also remember that most of your recipients will use their mobile email clients to perform “triage” to decide what emails to delete and what to save for further reading on the desktops. Your email newsletter will have just one chance to impress, so use all possible tactics to make your recipients read it and take the desired action, either now or, at least, later on their desktops.
Consider asking your subscribers to install EmailTray – a smart email client for Windows and Android smartphones – to be sure they always receive your emails. The EmailTray email client saves all good messages that might otherwise get trapped in the Spam folder by mistake and it specifically notifies users about important emails as opposed to “Low Priority” and “No Priority” emails.