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Mobile is the new standard for email design

Every Email Must Be Mobile Friendly (1)

Marketing in today’s digital world means reaching and engaging busy people wherever they happen to be. And they are almost certain to be on a mobile device.

Mobile engagement and optimization has moved from being a trend in email design five years ago to being the new standard, making the requirement to optimize the mobile email customer experience more important than ever before.

Consider the following factors for a great mobile email customer experience …

Design for great mobile UX

A mobile device has a small screen, which doesn’t lend itself to old school navigation. Whether you use responsive design, scalable design or a combination of both, you must make sure your email template can be viewed optimally on any device. Designing for touch navigation and ‘fat fingers’ requires a limited number of links that are well spaced.

Example of bad rendering

Example of good rendering

Content that works for smartphones

While email design has become more visual, designing for mobile, demands that images are used more strategically, yet sparingly. Download speed is related to the number and size of the images, so keep clutter to a minimum. Some devices are set to turn off the display of images by default so the use of ‘alt-text’ is vital. Avoid complicated diagrams, structures and forms, as these are not easily viewed on a smaller screen.

Example of cluttered email

Example of minimalist email

Have a message and call to action

A mobile user won’t spend more than a few seconds scanning an email. You need to help them find what they are interested in quickly and effortlessly. Having a simple message and an obvious call to action will result in improved mobile engagement.

Example of lots of info

Example of obvious call to action

Research has shown that when an email does not display correctly on mobile, a large majority of recipients will simply delete it.

Know the right tactics for mobile optimization and you will be more successful in your email marketing efforts.

Ross Sibbald

Ross Sibbald

Executive Head at Striata Marketing Solutions, Africa

Ross is the Executive Head of Striata Marketing Solutions, an agency focused on leveraging the power of digital communication to achieve the desired results for his clients. Ross is responsible for the customer experience, financial performance, operational efficiency and talent management of the agency.

Ross began his career as a lecturer educating the next generation on marketing strategy. He was deputy HOD in the marketing department at the Durban University of Technology and also lectured at private colleges and various Business Schools. Keeping abreast of the market, Ross managed an IMM franchise (3 years) during his tenure as a lecturer.

Before joining Striata, Ross was a partner and director for an online property valuation company. He then joined Striata in 2010 as an Email Marketing Strategist, and was promoted to Head of Email Marketing in 2012. In March 2014, Ross moved to ABSA where he was acting Head: Digital Commercialise. His focus was on managing the various Commercialise teams with the goal of increasing the Bank’s digitally active customer base, increasing online sales via digital channels, driving revenue opportunities across digital channels and taking innovative digital products to market.

In Sept 2015, Ross returned to Striata to head up the newly formed digital communications agency.

Ross holds an Honours degree in Marketing (Technikon Natal).

Read more of Ross' blog posts here or connect with him on the following social channels: