A Few Simple Adjustments Can Make a Big Difference

The mobile revolution is putting a lot of pressure on marketers to shift how they deliver content to their constituents. As more people connect to the Internet via mobile devices rather than PCs, marketers must adjust their content for mobile in order to stay relevant.

While redesigning your entire website for mobile is a significant undertaking, updating your emails for mobile can be achieved by making a few simple adjustments to your approach.

Here are 5 tips for creating great mobile-friendly email content:

1. Be concise, put calls to action up top. Mobile readers are typically on the go, browsing for a few minutes before they’re on to their next activity. They’re also reading your content on a screen that is no more than a few inches wide. This brevity in both time-spent and screen width means that you don’t have to woo readers with flowery prose, and you certainly don’t want to bury the lead so far that they never get to it. Get to your point quickly — tell readers exactly what you want from them, right up front.

2. Don’t use large blocks of text. Mobile users have an incredibly short attention span. They expect to receive nuggets of information in short, quick snippets. Give it to them. Big blocks of text look daunting, and quickly convince your readers that your content isn’t worth the effort.

3. Don’t overuse images. The easiest way to break up big blocks of text is to insert images. Since pictures are worth 1,000 words, they often have a greater impact than a text explanation. However, too many images, and images that are too big or too close together, can pose a myriad of issues for mobile viewers. For the best results, use a few images to illustrate your points, but don’t go overboard.

4. Guide readers through your content by varying text size and format. You’re not writing an essay for your History 101 class, so don’t be afraid to move away from Times New Roman 12pt font. By making important items bold, experimenting with different sized text (tip: bigger is always better on mobile), and getting creative with formatting, you can help guide your readers’ eyes through your content instinctually. The type of content and the subject matter will tell you how to best display the information in a way that is meaningful and visually appealing.

5. Use clear and easy-to-click links and buttons. At this point, the vast majority of phones have only two or three actual buttons, with most functionality manipulated by touch screen. Due to size limitations, mobile users can have issues navigating content if multiple links and buttons are too close together. Make your links and calls to action easy to use by leaving lots of white space around them. This allows readers to see and click on your links and buttons with ease and reduced frustration.

By following these simple tips you can create content that is quick and easy to read, no matter what device your recipients use.

For more tips on designing your emails for mobile, and for a deep dive into Responsive Email Design, check out our webinar: Demystifying Responsive Design.