|This is not your customer.|
A study by Litmus Labs shows 42 percent of the email client market share is found on a mobile platform, and between October 2010 and October 2012, the number of people who checked email on a mobile device increased by 300 percent.
Michael Burns, whose specialty is B2B PR and marketing communications, suggests that we:
- Keep it short, sweet and pertinent.
- From: If readers aren’t interested in who it’s from, it won’t be read. 73 percent of readers click “Report Spam” based only on who sent the email.
- Subject: Keep the subject line at 35 characters or less.
- Viewport: The most important information should be at the top. Use bullets, borders or background colors to encourage readers to scroll down.
- Scrolling view: After reading the full message, make answering the call to action easy and obvious.
- Make interactive elements large enough to easily tap.
- Align links and buttons to the center or left for easy use.
- Separate links so readers don’t accidentally tap more than one at a time.
- Never say “Click Here” because mobile users tap.
- Use fluid grids, fluid images and media queries to allow smart messages to sense the type of device and the right display.
- Optimize the layout and graphics for a mobile device.
- Stick to a single column and large text.
A laptop is easier than a desktop, a tablet is easier than a laptop, and a phone is the easiest of all. That's where they are today.