Email marketing has long been a trusted and effective way for companies to get their message across to potential customers. But, while the format of emails has changed very little since they were first introduced, nowadays, people are consuming them in very different ways. It is estimated that now more people read emails on their smartphones than via a desktop email client or webmail. This means that you may have to adapt your email marketing content so that it’s accessible for both mobile and desktop audiences. Here are some tips:

Subject Lines

The subject line of an email is what entices people to read it. If it’s too short, it may fail to connect with your audience. However, most mobile email clients can only display about 50 characters of a subject line. You should aim to keep you subject lines as short as possible, and put the most important information at (or near) the beginning.

Touch v. Click

Most desktop users will use a mouse to navigate their machines, while most smartphones have touchscreen interfaces. This should be considered when you are designing your marketing emails. Any call to action buttons should be large and spaced away from other links for the benefit of touchscreen users. However, this shouldn’t impose upon the rest of your email’s content.

Design

You emails should be easy to read and simple to navigate on both desktop and mobile devices. If the text looks too small on a smartphone, or the design fits awkwardly on the screen, you may lose a large section of your audience. Test your emails on a variety of devices, considering how good the experience will be for the reader.