Webinar Takeaways: Email Design Best Practices for Desktop, Mobile, Tablet & Beyond
Did you miss this great webinar presented by DirectMarketingIQ and sponsored by Act-On Software this morning? No worries, we’ve got all the information on best practices and design tips for creating awesome emails that look great on mobile, desktops and tablets. Keep reading for the key takeaways from this webinar that you can apply to your own email marketing strategy today!
Email is entering the age of touch. Mobile is increasingly the most important channel for email, with 48% of emails being opened on mobile devices. Therefore, the mobile inbox is the new inbox and optimizing for mobile is now more important than ever.
Which clients matter? #1 is Apple iPhone, which accounts for 24% of the market in email opens. However, with a broad range of other devices testing on mobile is a crucial step of your email marketing strategy. Find where most of your opens are happening, and test/design accordingly.
Know your audience. 31% of companies dont know their mobile open rate- yikes! If you don’t know how your audience is opening your emails, how can you optimize and strategize effectively? Work with your ESP to get this information, and if your ESP can’t provide you with your mobile open or click rate contact mailPlants.
The 3 Step Subscriber Experience. How subscribers interact with your email is not just based on the layout and design, but actually starts in the inbox.
1.) The Inbox: The inbox is your subscribers’ first impression of your email marketing campaign. Make your from name relevant and familiar, and your subject line should be clear, concise, and have a compelling call to action. Be sure to test subject lines on different devices, portrait and landscape layout, to see where they will get cut off.
2.) The Email: Make it look amazing! Strategies for mobile email design:
- A mobile aware design will be one layout for all devices that keeps mobile in mind from the beginning by using a single colum layout, large text and images, and CTAs that are very click friendly.
- A fluid design layout will not change per device, but expands and contracts for the subscribers’ specific device and viewing screen (involves light coding).
- Responsive email design will allow for swapping and restructuring of images, CTAs and layout based upon the device size. More advanced coding and use of media queries is required.
- Make content compelling and include touchable call to action buttons and links. Your CTAs should be at least 44 x 44 pixels large, and should be buttons instead of images to make it clear that it is clickable.
3.) The Landing Page: Your mobile optimization cannot stop at the email- make sure your website and landing pages are mobile-friendly as well. Follow through on the entire experience for your subscribers so your email goals are accomplished.
Quick Wins For Mobile: Start with your mobile audience in mind.
- Preheader text: Entice your subscribers to open your email with compelling content that is previewed in their inbox. Don’t let “Click here to view in a web browser” be the first message they see.
- Keep all body text big and readable. iOS devices will automatically resize text that is less than 13px, which can alter your entire design. Use at least 14px font size to allow subscribers to clearly read your emails.
- Keep your email copy simple. Short, concise body copy will make your message easy to remember, and your subscribers will appreciate you getting straight to the point. Boil down your message to its most important aspects that will still get your point across.
- Design for touch. Keep your target CTAs large and within thumb reachable distance to aid in easy clicking.
Test, test, and test again! Test on real devices, and in as many clients as possible. Click on all links to make sure they are easily clickable, and read all text without zooming. Check for any layout issues or awkward spaces that may happen on mobile devices.