Why Should I Optimise Email Newsletters for Mobile?

Unless you’ve been in hiding for the last 5 years, you should be well aware by now just how popular mobile usage is for internet browsing. In 2014, it was reported that over 36% of mobile subscribers use iPhones or iPads to read email, and 34% of subscribers only use mobile devices to read emails. That’s over a third of your audience!

Despite these stats, under 12% of email marketing campaigns use a responsive design optimised for mobile devices, so sending out mobile-friendly emails will set you apart from the crowd. Your email will not only be easier to read and digest, but it will make more of a memorable impression and give you a competitive edge against your competition that’s easy to achieve.

When designing an email campaign, remember to keep things simple, as email code is not as well-supported as it is for websites. How an HTML email will display varies radically from one inbox to another, and images are often blocked. There’s no point sending out an email that initially shows up with nothing, so don’t overcomplicate your message with fancy unsupported effects and designs.

With so many marketing emails coming in to your customer’s inbox, it’s important to rise above the noise. Think carefully about subject lines, and consider personalisation to make the recipient feel targeted. Having an optimised email campaign will make your brand more memorable and a positive email experience will leave them more willing to visit your site and hear from you in the future.