Smartphones seem to do it all. They allow us to do almost anything while on the go. We thought drive-throughs were convenient - try finding the closest location of your favorite restaurant, making reservations, getting directions, looking up nutritional information, and writing a review all from the same device. Now THAT is convenient - and almost crazy. More and more, email marketing is now being viewed on the go. So, how can you can be smarter in your approach to emails sent to Smartphones, and better accommodate your on-the-go readers? Here are some suggestions.
1) “Keep the subject line short and concise” Keeping your subject line brief and to the point is always important, as explained in Luke Siegle’s blog post, “It's all about looks” template design. In the case of Smartphones, it is even more critical. You must keep in mind that the screen being used is small, and readers only have a moment to glance through a constant barrage of new emails. If the subject line is cut off or not to the point, chances are, your email will not be opened.
2) “Your Call-to-Action needs to be above the fold” This goes along with keeping your subject line short. In a smaller viewing pane, there is less room for the call to action to be seen. Nobody wants to take the time to dig through an email to know how they can take action on it. Make sure your call to action is simple, stands out, and is one of the first things seen upon opening your email.
3) “Decide on your plan of action regarding the use of text and images” Although sending in plain text allows for high deliverability, it often comes at the expense of tracking your campaigns and gets lost in the recipient's pile of boring emails flooding inboxes on a daily basis. We recommend segmenting and targeting your lists, varying the amount of text vs. images contained in your email, comparing your open rates, and modifying your plan accordingly. Some service, like Swiftpage, will automatically convert your HTML message to plain text for Smartphones and other devices not equipped to receive HTML formatting. This allows you to focus on discovering the right balance of text and images to use in emails to your specific customer lists.
And now for a little introspection, What do you like best about emails you view on your Smartphones? How do you determine what gets opened on-the-go, versus what gets saved for later?