Design Tips for Mobile Email Marketing
The mobile inbox is an effective tool, but it can only be of significance when used the right way. It’s safe to say that almost half of your database is opening email via their mobile phone. Question is: are you designing your emails to display correctly?
You could be hurting yourself by not designing effective mobile email. Come to think of it, you really are hurting yourself. Let’s stop hurting ourselves and start to help ourselves. Here are four design tips to help you design for the mobile inbox.
Make a design for your audience
It’s such a basic rule to know your audience in marketing, it may seem repetitive, but you’d be surprised. If your brand’s mobile audience is at or above 10%, it’s time to start enhancing your mobile pitch. It’s simple, choose an approach that makes sense for your brand on a mobile aspect.
Make a design that is “touch friendly”
Clicking is a thing in the past now, everyone instead use “swiping” and tapping for their mobile agenda. You have to make sure that the content is easy to digest and understand. Since your finger isn’t as precise as a cursor or a mouse, elements like buttons and text links need to be large enough that the user doesn’t accidentally tap the wrong link, which can be a bit of a mess.
Normally you want to aim for a height of at least 0.33” (44px or more), in order to design a button that’s easy to press.
Make a legible design
You should probably consider these set-ups for a legible design.
- Contrast of Colors: Let’s face it, we’re getting old and less light is entering our eyes, which makes it more difficult to see color contrast. Mobile devices are able to allow the users to modify contrast settings, so carefully consider your color choices so that the text and images you’ve chosen stand out properly against your intended background. Avoid small text on a dark background.
-Text size: Speaking of text, we recommend using text of at least 13px for a body copy. That way users won’t need to zoom in all the time, try starting at 15-16px (consider fonts vary of course) and preview it on your own mobile device. Try not to abuse the use of margins and whitespace in order to ensure text is readable.
- Layout: Usually a one-column layout works best for a mobile median. If you have a multi-column layout, you should consider how they stack, using a grid to ensure the technical aspect is in fact possible.
Make a realistic design
There are all sorts of variables that can affect accessibility and attention spans, so your message may be viewed on a tiny screen out of consumer preference or sheer convenience, for whatever reason. For instance you could encounter things like a small data plan, a business meeting, spotty Wi-Fi connections, or a long line at the grocery store. When writing your message, you should:
- Keep it simple with specific and direct content.
- Be incredibly clear about what you want to the reader to do with your message.
- Be able to write your message multiple times over and ask yourself questions like: Is there a better or shorter way to say the same thing? Is everything easy to see? Is this what I really want?
If you have some of your own design tips for mobile email marketing let me know in the comments!