A GUIDE TO MOBILE EMAILS

SOURCES: Pew Research Internet Project, “Mobile Technology Fact Sheet”; Movable Ink, “US Consumer Device Preference Report, Q3 2014”; Campaign Monitor, “Responsive Email Design”; Vertical Response, “3 Ways the iPhone 6 Affects Your Emails & What to Do About It”; WordStream, “Perfect Timing: The Very Best Time to Send Email Newsletters”; New York Show Tickets, “The Broadway Eblast Bible Designing a Great Eblast”

ABZ Creative Partners © 2015 • Your marketing & communication zealots • abzcreativepartners.com

If you have access to a responsive template that adjusts the design per device, use it! If not, follow these tips to make your eblast as mobile-friendly as possible.

Use the three S’s to encourage readers to open your email.

Average, maximum characters displayed when device is held vertically:

WHY MOBILE MATTERS

EBLAST DESIGN AND LAYOUT

ENSURING DELIVERY

90%

have a cell phone.

58%of American adults have a smartphone.

90 %of mobile opens are on Apple devices.

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80%

100%

60%

20082006200420022000 2010 2012 2014

As of 2014,

90 percentof American adults have a cell phone.

34%

Mobile

Desktop

66 percentof emails are opened on mobile.

66%

MOBILE MATTERS.

The average person spends

reading an email. 2.7 seconds

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Androidphone

iPad

Other

iPhone

Content DRIVES clicks.

make your pitch clear and bold.

APPLE DOMINATES.

TIMING IS EVERYTHING. RESEARCH YOUR MARKET.There is no “catch all” for an optimal deploy time or date. Research your market to find your audience’s preferred device/platform and preferred time to check email.

More clicks occur on mobile devices than on desktops.

23 percent of mobile users open emails a second time.

Readers who open emails a second time from desktops are 65 percent more likely to click through.

LAYOUT: Consider a narrower (< 600 pixels), single-column layout, which renders best on mobile.

FONTS: Use larger fonts, particularly on body copy. The minimum font size displayed on iPhones is 13 pixels.

IMAGES: Save images for web to reduce file size and load time. Set “alternate text” to account for the email clients that block images.

COPY: Use headings, subheads and lists. Keep content short and concise to reduce scrolling.

BUTTONS: Don’t crowd your buttons – keep clear space around them so they can be easily clicked and noticed on mobile devices.

SENDER: Be consistent with your sender name so recipients will recognize your brand.

SUBJECT: Mobile devices show less characters than desktop, so lead with your key words and phrases. We recommend a maximum of 80 characters.

SNIPPET: The snippet text, or the preheader, should not repeat the subject line but instead work with it to summarize your email message.

By default, most mail clients pull the email’s header copy for the snippet. Be strategic with your copy or work with a coder to embed tailored snippet text.

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CALL-TO-ACTION

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SENDER

SUBJECT

SNIPPET

18 32

31 40

75 40

AppleiPhone 6

Samsung Galaxy s5

65 %

25 %

8%

2%