Email Marketing for Mobile / Smartphones

Smartphone Usage is GROWING:

38% of the US population owns a smartphone (Neilson 5/11)
55% of phones purchased are smartphones (Neilson 5/11)
Email is the #1 most used feature on any smartphone

Despite this amazing opportunity for marketers, it's also a tough one- because it's a moving target!

• Technology is constantly evolving
• Users are "checking in" around the clock
• Viewing screens are smaller than the standard email size
• Content is much easier to share with smartphones
• Users are even more connected to friends and family and more likely to share stories, etc.

Despite all this growth and evolution-

Only 42% of marketers are designing for mobile

Here are some tips for designing for mobile:

• Consider making your CTA link to a mobile optimized landing page or website
• Measure the size of your mobile audience by:
• sending a dedicated email 
• using a preference page
• looking at website analytics
• commonly it's 20% of your list
• Design for a max of 320px wide
• Minimum 14pt, web friendly font
• Use ample space around links for "fat finger syndrome"
• Prioritize/limit your tracking URL's
• Use brief copy points
• Consider the flow of info: Starting at the From line, Subject line, Head text, Above the fold, and Preview pane.
• Keep the message size under 20kb
• Add a "view on a mobile device" link at the top
• Add a "view our mobile website" link
• Make sure you preview and test rendering