The biggest thing that will affect email over the next year is undoubtedly mobile. Consider consumers’ typical morning: After they hit snooze on their alarm clock and brush their teeth, they likely turn to their mobile devices to check email. Then, whether it’s at a coffee shop or on the train to work, there’s ample time to check emails, and smartphones and tablets are the easier option. More and more, the on-the-go worker is utilizing email on the phone instead of simply on the desktop.
According to a 2013 study by Litmus, 44 percent of emails were read over mobile devices—having shot up from just 11 percent in 2011—while only 33 percent were opened on a desktop and 23 percent on a webmail server. Despite this inevitable mobile transition, 39 percent of marketers still have no strategy for mobile email. Nowadays, emails need to be just as effective on the tablet or smartphone as they are on not the desktop.
How to Write a Successful Mobile Email
Small businesses put a lot of focus on email marketing and creating mobile apps and a mobile website, but writing actual emails is also something that should get some attention. Below is a look at some ways to gain an edge when writing for a mobile screen:
1. Be concise
Having a clear message that gets to the point early is essential for any email, but it should become a staple for an email catered to the mobile reader considering there’s limited amount of space on a smaller viewing and click-through rates are generally lower on mobile than on desktop. This goes for both text and design. Simple layouts with a single column work best because they look sharp on all platforms and there’s no annoyance of excessive scrolling when reading on a device. Try to preview the email beforehand so you’re certain the mobile email isn’t neglected or too punchy. Additionally, there’s a bevy of response email tablets available for small businesses, which you can learn more about here.