Key to Successful Email Marketing: Mobile-Friendly Email

Today, the world of digital marketing is considered an integral part of our lives. We get up and go to bed with this, and during this time at least 93 ads come to us, and in addition, a significant part of our emails are made up of various promotional requests. We rightly expect that as the world evolves, we will always receive faster and better service, as well as a modern, comfortable look from the companies we interact with.

Although online marketing tools are developing dynamically, it happens more and more often that the world of the open email scene does not come together as a whole. The tangled network of elements used to build emails already makes it difficult for devices (especially phones, tablets), making it impossible in some places to display beautiful, tasteful and sophisticated.

Communicate effectively, because you don't have much time to convince!

Litmus (Marketing Cloud Partner) analyzed billions of emails in both 2018 and 2022 in order to map how much time a user spends on average to view an email. According to the results, in 2018 this time was 13.4 seconds, while in 2022 it was only 9 seconds. The numbers speak for themselves; the amount of time we spend on an email has been drastically reduced. Litmus researchers went deeper into the studies and came to the conclusion that30% of the emails we receive are viewed in less than 2 seconds, we read the same percentage, where the time used already exceeds 8 seconds. And the remaining 40% of emails are processed in 2-8 seconds. This trend shows that in email marketing, scanning content quickly and efficiently is becoming increasingly important due to ever-shorter attention times. So we can find that the market is highly oversaturated and today it is more difficult to stand out from other competing companies with our emails, while trying to get the user to take enough time to read the email. At the same time, this is not impossible.

Choose the right platform.

A United Consult Zrt.For him, it is of utmost importance to always provide up-to-date solutions in the field of digital marketing. We believe that with our experience in successful projects and the lessons learned from them, other marketers can also build more conscious online communication that can either generate purchases or create business opportunities for salespeople. Our marketing team is mainly Marketing Cloudand Marketing Cloud Account Engagement(formerly known as Pardot) specialized in the field, but we also got to know our customers with other tools, such as Mailchimp, which has remained a popular marketing tool among smaller companies to this day. As many marketers, there are so many different tools they trust when communicating online. However, one thing is common: with the display on mobile, there are challenges for everyone.

Beware of the spam folder, pay attention to the correct dimensions!

In a survey, it was found that the 61% of users mainly use their phone to view emails, and 78% report the mail as spam if it differs in appearance from the usualor possibly non-standard. According to the results of a questionnaire, 42.3% of those surveyed delete emails that are not optimal for mobile devices.

However, do not just pay attention to this with email templates, but also apply this data as a base for the size of the images and adjust the height to it. A good example of this can be the illustrations placed in the headers.

The font sizeIts definition is somewhat more complicated, since it also depends on the email provider. Based on the feedback from our customers, 16 pixel size is absolutely ideal, as it is comfortable to read even on smaller devices and does not spoil the user experience even on the laptop screen.

There is a visible difference between the dimensions of the mobile and the laptop, as a result, there is also a significant discrepancy in the layout. While the browser can display a wider email without hindrance, the phone is no longer suitable for this task due to its physical limitations. That's why it's so important to use the right sizes for our business email templates.

In our testing, we concluded that ideal leaf width is in the range of 600-650 pixels, which is optimal for determining the appearance of the leaf.

Less is sometimes more!

With email providers used in the browser, we have the advantage of being able to write relatively longer text in the subject and header fields, which can motivate the user to click.

If we take into account the factor that the same email is also viewed on a mobile device, we must choose the information we want to communicate with a degree of greater care. In the case of a longer content, the point may be lost due to the limited size of the smaller devices. In the application of an average email provider, instead of the usual 60 characters, only 25-30 characters are displayed.Therefore, it is essential to write as short and catchy text as possible in the subject and header sections.

The displayed length of the header may vary depending on the devices, so it is recommended to vary it by observing the openings and clicks until we find the ideal sizes that will most motivate our readers.

If possible, use buttons.

Many times we tend to forget that on the mobile the management interface and the associated device are also quite different. The buttons not only guide the user to a specific step with ease, but they are also easy to use on mobile devices with the thumb. Basically A minimum size of 44 x 44 pixels is required for the user to comfortably touch the phone screen.

Avoid links inserted into the text,if they are not absolutely necessary. If there is no way to skip them, try to keep a finger's distance between them so that the user does not accidentally open a link that is not relevant to him.

The impact of mobile-friendly mail is also reflected in ROI

Now we have some idea of what we need to do to improve. But what exactly does it mean for us to switch to mobile-friendly emails? The return on investment (ROI) of our emails will increase significantly, according to one report, this could even mean earning $45 to $50 for every dollar spent on email marketing.

Mobile-friendly emails will make our customers more satisfied and our digital communications can reach a wider audience. According to a study, even among the younger generations, more than 60% of them feel that they can maintain the most personal relationship with their favorite brand through email. We do not have to look far, even in our own lives we can see that the only device that always reaches us is our phone. So the opportunity is given, we just have to take advantage of it.

Dark Mode: ON

A United Consult LtdAt., we aim to be mobile-friendly for all our customers HTML code based templatesWe create products that are easy to use, faithfully reflect their professionalism within their own industry, and are competitive with the competition. We consider it important that we monitor the changes of different email providersand update our clients' templates accordingly.

In recent years The use of dark mode has become increasingly popular., not only on phones, but also in browsers and simple web pages. When designing our templates, we already take this option into account. We strive to make all templates and emails mobile-friendly and dark-mode friendly. Our goal is for the user to see at first glance a well-highlighted title that encourages action, in addition to containing an easy-to-use and spectacular button that is suitable for motivating them to click. Our clients are part of our overall development and we are constantly working to ensure that all marketing teams get the most out of their mail with our help. Our goal is to create a digital communication with our customers that inspires them to be personal and loyal.

Posted by:
United Consult Marketing Automation Team

Sources:
https://www.marketingprofs.com/charts/2023/48537/how-much-time-do-people-typically-spend-looking-at-an-email
https://www.thedrum.com/news/2023/05/03/how-many-ads-do-we-really-see-day-spoiler-it-s-not-10000
https://www.zerobounce.net/email-statistics-report/
https://www.salecycle.com/blog/stats/18-essential-email-marketing-statistics/
https://www.campaignmonitor.com/blog/email-marketing/mobile-friendly-email-tips/
https://www.experian.com/small-business/why-email-marketing
https://builtin.com/marketing/mobile-email-marketing-strategy