50% of emails were opened on mobile while we published our last infographic back in 2013,
the recent report from Movable Ink said that 67% of emails were opened on either a
smartphone or tablet in Q4 2014.
Whoa! That’s holy huge number! So, adapt to responsive email design now or provide bad user experience to more than 2/3rd of your audience. According to Campaign Monitor “Email interaction across mobile and desktop”, Mobile email opens have grown by
180% in three years.
When compared to 2013, readership on Apple devices has increased from
43% to almost close to 50% which also means your responsive emails should
render flawlessly in Apple email clients followed by Android.
As compared to 2013, viewing patterns haven’t seen a drastic change! Smartphone usage
remains high during early morning and early evening. The usage of desktop for late evening
email views has decreased and has almost been replaced by smartphone or tablet.
Source: marketingland / movable ink
While most people responded discounts in 2013, it still holds the same weight in 2015 too!
Source: Edialog “The future of mobile messaging” (2011)
Source: Responsys Engagement study
According to one of the recent reports from LiveClicker and The Relevancy Group
“Exploring the Benefits Real-Time Email – Driving Marketing Effectiveness” (2015)
below are the reasons respondents mentioned for not engaging with company's emails.
So, avoid sending too many emails and make sure they are optimized for
small screens as well as relevant enough.
Design in a single column so that it looks flawless even on clients like gmail app.
Design with finger targets in mind. Keep the width to a minimum of 320 to 550 Px, especially for small screen optimization.
Keep the CTA easily tappable with a minimum size of 44px.
Use white-space wherever possible so that readers can skim through the content easily.
Keep the header clean. Put the navigation (if any) in the footer. This will let users see the main information in the first scroll.
With increasing Apple loyal readership, make sure your mobile email is optimized for retina devices.
Don’t crowd links together and if possible keep text links in different row and convert them to buttons for mobile view.
Provide tappable (Call to function) phone numbers for mobile letting the users call whenever they need directly from a single tap.
Limit subject lines to 30 characters or less.
For the desktop view, use image width of minimum 480 Px. So that when the same is scaled on mobile it doesn’t get blurred.
If you are a beginner don’t just scale images, but use swap in your media queries
Restrict the height of your mobile emails, as subscribers like to skim through shorter emails else they skip reading.
Keep all the important CTA above the fold.
Test your responsive email design and make sure it is compatible across the major email clients.
Email Monks helps email marketers double their email ROI by designing and coding beautiful responsive emails, newsletter templates and landing pages.
Get in touch - www.emailmonks.com
Check out our previous mobile email infographic here