Tailor Your Email Marketing to Mobile Devices

We have a mailing list, for each of our sites, verticals and product lines, and we do email marketing.

We guard the signups carefully, trying to balance the right mix of “hey, give us your email and we’ll give you good stuff” with the consumer desire as a whole to not be bombarded by inbox assaults.  

One of the big things we’ve been working on lately is getting our email templates into shape so that we’re not offending anyone who’s reading the actual email marketing mail on mobile.  You might be wondering what that means, so let me clear it up – if someone is willing to allow us to send them emails and encourage them to give us money, we should have enough respect to give them something that’s easy on the eyes, no matter what device they’re actually looking at the email on when they open it.

I get around 350 emails each day that I’ve actually agreed to read.  I don’t necessarily read them all, but I don’t mass delete them like I do the 400 spam emails that I get daily.  I scan the headline, and then I open up the ones that look promising.  I love to look at other people’s email marketing, it’s like some kind of weird fetish that I have.  


[Tweet “When I open an email and it’s too big for my phone screen, I just delete it. “]

Yep, I used to save them to read later on the laptop, but that’s such a PIA that I’ve just gone to throwing the baby out with the bathwater.  At least with marketing emails.  Luckily no one is writing me personal emails in size 86 font face with 18 images and some javascript attempting to serve itself up in my mailbox.

I’m not the only person that finds it annoying, idiotic, silly or downright unproductive when marketers don’t think about the end users device.

Emails that are optimized to be read on a mobile device see, on average, a 24% increase in email clicks when compared to emails without a mobile design. Furthermore, brands with responsive email designs see increases of mobile click-to-open rates by 55% and desktop click-to-open rates by 23%.   

Mobile also accounted for a quarter of all email-driven revenue during the busy holiday shopping period, according to Yesmail’s study. Although desktop still brings in larger purchase numbers, mobile order values are growing at a faster rate when compared to their desktop peers.

MediaPost agrees with me wholeheartedly.  Click here to read the rest.