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Mobile email design tips

mobile emailWith the lightning pace that technology evolves, it’s easy to feel overwhelmed as a marketer. The moment you master one communication channel, it changes and you have to learn a whole new set of rules.

But change isn’t always a bad thing. For example, take the impact smartphones are having on email marketing and the way we read emails.

Smartphones have become a way of life for many people. In fact, research conducted by The Nielsen Company in 2010 indicates 36% of Australians with a mobile phone now own a smartphone. By the end of 2011, they are predicted to be the most popular choice for mobile phone owners.

For email marketers this is a welcome trend. Smartphones are much better at rendering HTML meaning fewer concessions have to be made for an email to display as intended. Some special attention is still required however.

To help, here are some practical design tips for mobile email:

  • Use fewer words and write in a large, clear font. General practice is 14pt for body text and 30pt for headlines.
  • Use larger clickable areas of around 29 x 44 pixels.
  • Provide about 10 pixels padding around links for clumsy fingers.
  • Cater for an email width of 320 pixels which generally means sticking to a single column layout.
  • Don’t forget to include a plain text version and as always, test before you send.

What is your experience with mobile email? Do you read emails on your phone? Do you optimise your emails for viewing on mobile devices? Share your experiences using the comments section below.

 Posted by:
Matthew Johnson
EDM Specialist 
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