According to the increasing use of smartphone devices among users, we should be ready to optimize communication for mobile. Simple and useful advices must be considered for mobile email marketing campaigns, if you want to be effective with those subscribers using a mobile phone.
How do you want your email to look like?
Consider at least three key elements while thinking to a mobile device:

Font: the importance of fonts is affected by size, colours and type. Use bold fonts to highlight and give relevance to the main messages. Remember that the screen on mobile is smaller, so be clear in getting to the point.

Images: scale properly the images; get a few of them and make sure they are resized correctly.

Spacing: spread out your text in order to help the user’s reading; be sure not to make the subscribers get lost in a compact amount of information.

Use these best practices to optimize your email marketing campaigns in mobile version.

The previous post concerning this topic was taken by an example from ToysRus; check out on another example showing highlights on the three elements (font, images and spacing) in the email anatomy of the welcome email by Estee Lauder.

Fonts: as we can see, the main messages and the product offer are in bold; it’s interesting to notice the use of capital letters to stress some messages.

Images: In this case, no images are included in the mobile version; would you consider it a missed opportunity? Or they have forgot them?

Spacing: find a good balance in the composition of the text; each sentence is well distant to the others and blocks of messages are divided with lines.

Other elements to be noticed in this email, concerning best practice in the communication strategy, are:
- integration with social networks: notice the presence of double links to the Facebook corporate fanpage (in the top and again at the bottom)
- introduce touch points, such as the number of customer service
- preference centre, which lets the subscribers select areas of interest to get the most out of email program
- benefits: notice how they are welcoming the user with a special offer code (FIRSTORDER0112)
- signature: the presence of the signature gives reference to the email and strengthen loyalty to the brand

Notice that a good practice is not respected: we can’t see any unsubscribe link in the mobile version. The user should instead be able to opt-out from each communication easily and quickly.

Let’s watch the version of the newsletter for webmail:

Did you get useful tips to improve your email marketing for mobile?
Keep on looking for new examples on NewsletterMonitor, the innovative platform to see email marketing close.