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Best Practices for Mobile Email Design

November 19, 2016
Wes Davis

In our previous blog we discussed responsive emails, how they look like and why they’re important. In this blog we’ll get into some of the tactical implications of creating and designing responsive emails.

These four best practices will get you started down the right path.

1. Have a Clear and Concise Goal

Everything you do on the web should have a clear and concise goal. But this becomes exponentially more important on mobile. You don’t have nearly as much space for your design. This quickly means getting to the point with your messaging and purpose is vital.

Remember: Know your audience. Make sure your messages are concise and targeted to your ideal buyer personas.

2. Mobile-First Design: ‘Think in Blocks’

When designing your mobile email templates, try chunking your information into easily stackable blocks. This process will save you a lot of headaches when your readers’ screens shrink.

For instance, when a two- or three-column design is constricted below 480 px, those elements can intuitively stack one on top of the other, creating a natural-feeling, single-column experience.

3. The Most Importance Message Should Be First

No excuses. We can’t stress how important this best practice is for ANY email.

To entice an open, you have mere seconds to communicate your message — don’t make your readers work for it.

Every email we send out includes a summary of that particular message. Most users’ email clients will fill in the text behind the subject line with whatever’s first in the email — make it count!

Like this:

Everyone who received this email during our recent Celebrate Evansville campaign, read behind the subject line “Take an unprecendented look at the Evansville-area’s most significant landmarks.”

Remember: Your most important message should be the first piece of copy in the email.

4. Consider the Sizing of Fonts and Buttons

Mailchimp suggests using a minimum font size of 16px for the main copy. And we couldn’t agree more. When it comes to buttons, use standard touch screen design guidelines. Apple suggests using buttons that are at least 44 x 44 points.

5. Beware of Image Overload

Only use essential images in your emails. And always make sure that you include a text-version of crucial information.

Some mobile devices and a few email clients don’t automatically load images. With the Apple Watch only displaying text emails, concrete messaging outside of images is becoming more and more important.

Will You Invest in Mobile-Responsive Design?

Emails are just one aspect of the mobile universe, but it’s a vital portion. When it comes to designing for mobile, you can’t just stop once you have a decent web page. It needs to infiltrate every part of your design, from emails to landing pages to the website.

If not, you’re missing out on sales and engagement from vital audience members…

(Google Mobile Ads Blog)

So, what will it be? Will you invest 100% in responsive design? We’d love to help you make it a reality.

Contact us today and let’s discuss how we can help you get responsive.

(And if you’d like more in-depth tips, check out this Get Elastic article.)

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