15 Tips on Mobile Email Marketing

Optimizing marketing campaigns for mobile users isn't just about making landing pages look beautiful on all smartphones and tablets. It's also about user-by-device viewing; what they do and what they think about while they use it. While the same people tend to use both mobile and personal computers, their behavior and goals at a given point in time differ depending on the device they are using.

But how exactly is their behavior different? In this article, you'll find tips on what you need to know about mobile users so that you can optimize your mobile marketing strategy and capture more leads.

1. Think carefully about the first paragraph

Classic email marketing guides are full of tips for improving your subject line as an essential part of any email. Of course, when viewing mail from a mobile device, the topic is still important, but even more attention should be paid to the first paragraph, or preheader. These are 1-2 lines at the top of the HTML-formatted email campaigns that are visible when previewing the mail through the mobile app. The pre-header is so important because it has more space than the subject and is loaded before even viewing the email. Therefore, it is the preheader that readers see first. Do your best to maximize your investment in this resource and use it to highlight meaningful or eye-catching information.

2. Mobile users save emails to read later

Email marketing is another of the most effective ways to drive traffic to your campaign landing pages. And because 65% of emails are opened on a mobile device before they are opened on a desktop, you need to make sure every email campaign you send is optimized for your mobile users. Users use their mobile devices to sort through emails to save worthy ones for deeper reading later.

Campaign Monitor data shows that nearly 25% of users who open an email on a tablet or smartphone will later open it on another device. Thus, it is necessary to create a comfortable environment for mobile users for a successful marketing campaign.

3. Optimize your emails

After Campaign Monitor established how many of their mobile users work with email, they began looking for ways to make their messages more engaging. To optimize email, they recommend writing short letters and breaking them down into meaningful blocks. If you want to go one step further, you can add a title for each block.

4. Consider design in horizontal and vertical options

Remember that gadgets automatically rotate the picture horizontally or vertically depending on the position of the smartphone or tablet in space. This means that your letters should look equally good in both variants. It is better to send your newsletter using one-column layout. It also helps to make the letter more "airy" so that the text does not get piled up in both display options.

5. Increase the font size

One of the easiest ways to make sure your writing is comfortable to press on with your finger is to make the font larger than for desktop computers. Of course, it is easy to overdo it here - be careful not to get one word spread across the entire screen. Strive for readability so that the recipients of the email have to make a minimum of effort to read and understand the content. In other words, don't force subscribers to zoom in or out to make it easier for them to read text or images on the screen.

6. Don't overload your letter

Knowing that your campaign messages need to stand out from the dozens of emails your mobile users sift through every day, it can be tempting to add crazy colors, formatting, and maybe a GIF. But Jimmy Daly of Vero suggests making the letter as simple as possible: "Mobile users generally don't have time to study a letter overloaded with unnecessary details." For this reason, they experimented with plain text emails instead of HTML emails for their newsletters. Plain text emails consistently received more clicks than HTML emails because they were easily formatted for any device and had nothing extra.

Make your copy short enough to convey the value of your campaign, with a minimal design that draws attention to your call to action.

7. Mobile users don't mind scrolling

Writing engaging emails for mobile devices is only half the battle - when mobile users click on the CTA button and land on your website or landing page, they need to feel good about it. Every email campaign should link to a landing page that continues the conversion you started and provides the next step.

But if you don't optimize this landing page for mobile users, they will be uncomfortable viewing it and will soon leave. In order to increase the likelihood that they will convert, you need to change the scale and size of the CTA buttons so that it is convenient to click them.

But what about the length of your landing page? Should you trim the length of the page so people don't have to scroll long? The length of your landing page doesn't matter as long as you focus on giving users the information they need to convert.

If you've ever read an e-book on your mobile phone, then you realize that many users are used to reading long blocks of text on their mobile devices. Itt all comes down to creating a desire for your proposal - The bottom line is that people will take the time to perform an action on their phone if this is what they really want or need.

8. Run split tests to find your optimal landing page length

Running split tests is recommended in order to see if page length is working for your site and your potential customers. Another suggestion is experimenting with content hierarchies (i.e. moving content items up and down the page to track interactions and / or clicks).

9. Try tagging your CTA button above the fold line

Creating a mini CTA button and placing it below the logo on your landing page willprovide an obvious CTA button above the fold line, which largely appeals to targeted mobile users. And so you will be sure that you do not lose customers due to a too long landing page.

10. Mobile users are under investigation

Usually, mobile users use the computer when they decide to purchase, while doing research that are using their mobiles. You need to understand what their goals are and what will motivate them to take action. But, the fact that mobile users are often not tuned in to a momentary purchase should not be perceived by you as a reason to reduce the intensity of work with them. Direct your strategy towards generating leads or incoming calls.

11. Add a click to call button

If you find your mobile users are in the research phase, make it easy for them to call for more information. It goes beyond making your phone number available in the upper right corner of the screen.

- Make sure your phone number is in HTML format and the "click to call" button is ready. In other words, visitors should be able to click on the number and call you.

- A test that gets more clicks: an interactive phone number text or a click of a button for a call with text, such as: "Call now - Click here."

12. Mobile users prefer quick and easy forms

The point is, mobile users can be fickle. Jonathan Dane, president and co-founder of Disruptive Advertising, found that “people have less focus on mobile than on a desktop. This means that you must formulate your proposal as quickly as possible. "

13. Make life easier for mobile users

It makes sense to reduce the number of questions in lead forms to two. Save your users from filling out long and boring forms and see your conversion rates grow.In addition to keeping your form fields to a minimum, Josh Krafchin, founder of Clever Zebo, suggests using social media authentication.

14. Compress pictures before sending mail to clients

If you are sending emails aimed at mobile users, then you have several reasons why you should reduce the size of images. The main one is that mobile gadgets load graphics more slowly than laptops or desktop computers. Since users do not like to wait for content to load, large images will significantly spoil your click-through rate. Plus, large graphics eat up traffic quickly, and people won't thank you for it. For these reasons, you might want to use small pictures, or avoid them altogether.

15. Find common ground with users

AlkhanKeser of WiderFunnel suggests using a language that makes it easy for people to take action. In the process of your communication, you must convince users that the use of your company's product or service is not only beneficial to you, but also very easy.