28 SUMMER 2014 WWW.CHIEFMARKETER.COM
EMAIL EXPERTS SHARE BEST
PRACTICES FOR MOBILE
ore and more of email opens are occurring
on smartphones and tablets, which means optimizing
your messages for mobile is a must. Chief Marketer
asked several industry experts to offer their tips for
getting noticed (and opened) in the mobile inbox.
Make the Most of Your Messaging
Janine Popick, CEO, VerticalResponse
Most email service providers now offer mobile-friendly templates.
But even if using a predesigned responsive template, you still
need to remember a few important things unique to the mobile email
Double-check your line On smartphones, the
line is bigger than the subject line, so make sure it says what you want
it to say ideally, your name.
Front-load your subject line You have about six words to get your
message across, so put important at the beginning.
Use the pre-header On many mobile devices, the inbox displays
not just the subject line, but the pre-header as well. The pre-header
is the text right underneath your subject line. Use this valuable real
estate to communicate something compelling, like a secondary offer
or additional details, to try to get your reader to open your email.
Remember alt tags for images Alt tags are descriptions that are
typically invisible when the image can be seen. But if an email client
has images turned off, they become visible. In case this happens, you
want your alt tags to say something compelling, like off
instead of pic
Use smaller images Downloading images can take a long time
on Wi-Fi connections that phones use. make your readers wait
for big images to load.
Include a to link if relevant You want to make it as
easy as possible for your subscribers to get in touch with you, especially
if a part of your business requires people to call you.
Think mobile-friendly landing pages Email is just the first step.
You want the entire mobile experience to be pleasant, so make sure
that your links and call-to-actions direct readers to sites and pages
that are easy to read on phones.