How do you make sure your email campaigns work on phones?

Here's how we make sure that our email campaigns work on phones: - Responsive Design: Ensure emails adapt to screen sizes. - Mobile-Friendly Content: Use concise text and clear CTAs. - Optimize Images: Compress images for faster loading. - Clickable CTAs: Make buttons large enough for tapping. - Simple Layout: Minimize clutter for easy navigation. - Preview Text: Craft engaging previews for mobile inboxes. - Testing: Use tools to preview on different devices. - Feedback Loop: Gather user feedback to refine experience. - Accessibility: Ensure emails are accessible to all users. - Load Speed: Optimize for quick access on mobile networks. - Regular Updates: Stay informed about mobile best practices.

Here’s a few statistics before I mention anything else: 46% of all email opens now occur on mobile. [HubSpot] 73% of companies today prioritize mobile device optimization when creating email marketing campaigns. [HubSpot] 28.4% of people open mobile emails on an iPhone, followed by an iPad at 9.3% and Google Android at 2.3%. [Email Monday] Now if your email design isn’t optimized or responsive, it won’t be readable, or accessible, and will face the gruesome fate of being IGNORED. Low open rates and engagement are inevitable in this case. Moreover, audiences won’t think twice before hitting that Unsubscribe button. Also, make sure the design is minimal and the content is easy to comprehend.

Use a responsive design... AND use minimal design. Doing copy-based emails reduces the work involved in getting the design right. And that's before you consider the long list of benefits that text-based emails can offer brands.

Responsive design is non-negotiable in today's mobile-first world. It's giving your audience the flexibility to engage with your content on their terms, which is key for DTC brands looking to optimize every touchpoint. By using responsive templates or custom coding, you ensure that your email campaigns look fire on any device, which can seriously boost your engagement rates. Always remember to test across devices—this step is as crucial as the design itself.

Check this out: according to Superoffice, 81% of emails are opened on mobile devices. But when it comes to B2B, TrueList says 35% of emails are opened on mobile devices, and HubSpot says 46% of B2B emails are opened using a mobile device. In either case, not optimizing your email for mobile devices will cost you money.

When it comes to email subject lines, there’s much lesser space to experiment with on a mobile. While many desktop clients show 60-70 characters of the subject line, most mobiles cut off subject lines at 30 characters. So even if you have a slightly longer subject line, make sure to have covered the most important information within the first 30 characters to get the users to open.

The best way to keep it simple and clear, especially for mobile... Focus on text and not on images. People are much more likely to read through your email on their phones if it's in plan-text format vs if it's image heavy. Make sure there's plenty of white space and avoid long blocks or "walls" of text. Utilize different sentence lengths, bolding where appropriate, and bullets as much as possible.

With limited screen space on phones, your message needs to be concise. Use short sentences and clear calls to action (CTAs). A clutter-free layout with ample white space helps readers focus on your message without distractions.

The biggest thing to consider here is your imagery. Remember that when emails render on phones the image will automatically just shrink and re-size. If your images are very detailed they will become hard to read and visualize. It's very important to keep the imagery relatively simple for mobile

The average person spends about 9 seconds reading an email on their phone. Well, probably 9 seconds skimming an email. Keep your subject line and preview text short (no more than 5 words for each). And make it relevant to the body copy and call to action. No clickbait. Get to the point, and don't repeat yourself. Keep editing your email until you get it under 100 words. Shorter emails tend to get higher engagement. And focus on a single point with a clear call to action.

Use one of the numerous email rendering tools to see what your message will look like across all of the most popular mobile devices and clients as a final testing step. Use lossless compression on images to preserve quality while reducing file size and loading times. Make sure images are hosted on a server with high reliability and fast load times is also important. Inbox placement doesn't generally vary between mobile and desktop since the spam filters are usually at the server layer. Be aware that mobile phone notifications can be noisy so timing is key. Hitting the Gmail Primary tab is not an unmitigated good. If subscribers are anything other than delighted, you may be met with a flood of Unsubcribes and Spam Complaints.

Mobile users expect quick loading times. Optimize images and use minimal coding to keep your emails light. Also, ensure your email service provider has a good reputation to avoid spam filters, ensuring your emails reach the inbox.

Optimize your emails, and keep the images to a minimum. You're sending an email, not a picture book. The fewer links the better. No more than three links. One is better. Never include links to a site with a poor domain reputation. If you do, you are just asking for your email to be blocked by the recipient's mailbox provider.

Make sure to size your images so that they load fast. I recommend using TinyPNG.com to optimize your images. When you open an email on mobile and the images don’t load, it’s a huge missed opportunity that could lead to unsubscribes.

Speed and Deliverability are massive in today's email marketing world. Especially for mobile users. Make sure you are: - Optimizing your image and file sizes - Simplifying design elements - Keeping your subscriber list engaged - Prevent them from hitting the unsubscribe button Give them what they signed up for and truly bring value into their life.

Tailor your emails to your audience's preferences and location for a more personal touch. This increases engagement by making content relevant and appealing to each recipient, enhancing the overall user experience.

The best-performing emails are based on the recipient's behavior. They clicked on a link and visited a web page, or watched a video. Sending a follow-up email, based on what they just viewed, always gets a high open and click rate, but only if: 1. If the page they just viewed was a sales pitch. Provide information/value first. 2. If the follow-up email is sent timely. Allow some time for users to digest the information they have just viewed, but don't wait too long, or they might forget what they saw.

Subscribers can tell if they are just another sale. We love finding content that feels more tailor-made for us. Understand what we enjoy as a subscriber list and why we even signed up. Quick tip: Segment your list by demographics, behaviors and locations to deliver more relevant content.

A personalized inbox experience leads to higher engagement rates with your nurturing emails. I've seen with both my own list and my clients how enticing and encouraging such engagement, especially before sales periods/launches, helps later on with engagement once the sale is on. Other than that, segmentation is your best friend, and giving a soft opt-out option to snooze any emails from you (especially automated ones) are a few tactics I use to increase the personalized experience, which directly translates into trust.

Very important for writing subject lines, mobile users won't see your entire subject line ( if it's longer) just because of the size, therefore, they won't even open your email. So all the hard work goes to the drain.

Use analytics to monitor how your emails perform on mobile devices. Look at open rates, click-through rates, and conversion rates to understand what works and what needs improvement. This data is crucial for refining your strategy.

What you can't text and measure, you can't improve. Multivariant testing is your best friend, when it comes to optimizing your email results. You can test various parts of your email simultaneously to speed up optimizing your email campaigns. Money loves speed.

Track open rates, click-through rates, conversion rates, and other metrics with analytics tools. Compare mobile and desktop performance, identify gaps, and test different email elements to optimise for mobile users' diverse habits and preferences.

A/B testing isn't as complicated as it sounds. Testing two different subject lines is super easy. The software (Mailerlite, Mailchimp) will pick the winner and roll it out to the rest of your recipients. You can test calls to action, copy, design... It's worth comping up with your hypothesis (prediction eg. short versus long, desire versus urgency) and testing frequently. Sample size and reproducibility matters so don't just test once. Especially if you have a small number of recipients.

I always tend to make my emails suited and tailored more for mobile users, because, around 65% of your subscribers will read the emails through the phone. But it's very important to track that and compare the difference for future use.

Adjust your design for dark mode. Some studies claim that over 80% use dark mode on their phones. Are you ready to rely on only 20% for your revenue?

Before you start writing, keep these two things in mind: ? To whom am I writing? Picture one person. ? What action do I want this person to take? The more clearly you can answer those two questions, the more effective your emails will be.

Always test your emails on various devices before sending them out. Also, remember the importance of a compelling subject line; it's the first thing mobile users see. Finally, consider the timing of your emails to maximize open rates.

Always have a clickable link / CTA (call to action) above the scroll (formerly above the fold). Your subscribers may quickly lose interest if they don't immediately understand how they are expected to interact with the email. You always want to test the content and scroll through it to make sure it flows logically. Providing additional information and value while interspersing CTA's should the recipient become convinced to click.

Keep in mind what most people are viewing on their phones. Instagram reels, tiktok videos, tweets, and other short form content. Keep your content short, sweet, and concise for mobile devices.