As more people use their mobile phones to check their email during the day, email best practices for mobile devices is becoming more important. According to Marketing Pilgrim, a poor email experience leads 30 percent of consumers to unsubscribe.
Marketing Pilgrim columnist Cynthia Boris said companies need to get up to speed with email designed for mobile devices:
A year ago, mobile email wasn't that common, so it was easy to forgive a company for not getting on board. Now, though, there’s no excuse for a poorly executed email.
Emails that display poorly on mobile devices will prompt 30.2% of consumers to unsubscribe, accoding to a report from BlueHornet. Only 6.3% of consumers would read the email despite its poor display, the report said.
Email frequency and relevance is another common reason for consumers to unsibscribe. Offering subscribers flexibility in how many emails they receive can combat this and keep subscribers from leaving. Many firms ask subscribers if they want one email a week instead when they attempt to unsubscribe from email subscriptions. Giving subscribers options will improve their relationship and help retain them in the long run.
Best practices for mobile emails
One way to endear your emails to mobile users is to make coupons and special offers usable on their mobile phones. Instead of requiring users to print out e-mailed coupons, design the offers so they can be displayed and redeemed on mobile phones. The ideal mobile coupon can be scanned directly from the phone by a barcode scanner.
Designing emails for mobile devices can be accomplished through responsive design. The design queries the device that the email displays on, so that one email can be formatted differently for display on mobile phones, tablets and personal computers. For mobile phones, graphics should be streamlined for easier viewing.
For more information on crafting an email campaign that works on mobile devices, contact us today. Don't let your customers unsubscribe from your emails due to poor displays on mobile phones!