Optimising Marketing Emails for your Mobile Audience

Optimising Your Email Marketing

We are all guilty of practically living life through our phones these days, the ease of access they give us to content means they have pretty much become an extra limb, which we would all feel lost without.

It is for this exact reason that it’s super important when planning and producing marketing content, we think not only about what we want the CTA or end goal to be, but the way in which this is being consumed- and the future is certainly mobile. Recent statistics have shown that a huge 46% of email opens were on mobile devices, with this only set to rise.

How do you go about starting to optimise emails for your mobile audience? We have broken this down into 4 easy steps for you to follow:

Step 1: Pick the right emailing platform

This will make a huge difference in terms of reaching your business or personal goals. There are so many great platforms out there but the ones you should be looking at should definitely allow you to view both desktop and mobile devices in preview mode! It is hard to not get overwhelmed by the choice and the many great features, but make sure you have a solid understanding of your end goal.

If you are a small business, you may be looking to expand your database or willing to pay for certain features. However, if you are a blogger you may want to keep subscribers engaged and deliver good quality emails but have little to no budget. Either way, having this figured out will mean you can make a better-informed decision on what to use and whether you would be willing to pay for certain add-ons.

Here is a list of some platforms to use all of which of course include mobile optimisation features:

  • Mailchimp: Good for beginners and suitable for bloggers or smaller businesses. Free plan for up to 10,000 emails a month and 2,000 subscribers with upgrades from $9.99 a month.
  • Sendinblue: Good for businesses or individuals who send a high volume of emails. Integrates with a number of third-parties including WordPress and EventBrite. Free plan based on number of emails sent, upgrades from $25 a month.
  • Mailerlite: Very good for beginners, suitable for freelancers, bloggers and small businesses. Best for those looking to keep things simple with minimalist templates.  Free plan for up to 12,000 emails and 1,000 subscribers. Upgrades from $10 a month.
  • Hubspot: Best for larger companies (B2B) with a budget. Integrates CRM, automation and chatbots and produces great reports. Free demos are available but limited, plans start from £42 a month.

Step 2: Plan your content visually

Once you are ready to go, it may be tempting to start sending stuff right away, but it is important to carefully plan your content. I always say less is more when it comes to designing emails as after all, we are the generation of instant gratification so need information and CTA’s to be clear, not something we have to sift through chunks of text to find. We are living in an era where people’s attention spans are getting shorter, with on average people only reading emails for 8 seconds! So, make sure your designs pop, with plenty of images and if you can, link out to videos. I have linked below a couple of really great resources to help with visual designs:

  • Really Good Emails: This handy website rounds up the crème de la crème of marketing emails. You can browse categories based on email type e.g. behavioural or promotional and can even download html templates directly.
  • Canva: If you like to use nice graphics in emails then this is such a great tool. It is free and beyond easy to use and comes with pre-set dimensions for emails and social media and tonnes of templates to work from. Or of course you can create designs from scratch.

Step 3: Test and test again

It really is essential to test emails until you are 100% happy with them. Even if you have perfectly planned your content and the visuals are stunning, you may find that when actually testing the emails, things don’t always look how you expected them to. A common example of this is using columns. Whilst this is great for desktop readers, on mobiles these blocks stack on top of one another and so things can get jumbled up. Meaning you could have sent this out unknowingly, potentially impacting the content for almost 50% of your openers.

One way around this is to design some content blocks in Canva and import them as images instead, this also means you can make particular bits of content look more visually exciting and draw attention to it. Bear in mind however, that doing this means you can only link the image out to something as a whole, not individual words within it, so it is best used for something that has a very clear CTA.

TIP: If you are using A/B testing I would highly recommend toggling the designs in your first few mobile friendly emails to see if certain things work better to use going forward.

Step 4: Report your wins and losses

Analysing the results of your emails should be something you are already doing. But this becomes even more important when you have made changes to your style. This is particularly true if you have a specific goal in mind, e.g. to increase CTR. Once you have sent your first mobile optimised marketing email, sit back and take note of the figures in front of you. Hopefully, you will see an increase in open rates and engagement (but nothing happens overnight)! You need to be consistent and patient.

I mentioned in step 3 to A/B test the designs of the emails and if this is something you have done, then you will potentially see certain visual styles perform particularly well, which is great to know.

Similarly, it is just as vital to know what doesn’t work for your audience so that you avoid this in the future. Keep track of this and be sure to feedback or note any significant differences- whether they are good or bad. This will be a great insight into your audience and could be the foundation of a targeted marketing campaign.

So there you have it! You should be ready to start getting optimised for your mobile audience and hopefully tapping into this huge segment to reach your goals, whatever they may be.