Page 14 - index
P. 14
BEST PRACTICES & STRATEGIES
How to optimize
emails for
smartphones
Email is still one of the most important communication
channels of our time; therefore, we want to give some
tips on how to customize your email marketing for mo-
bile devices.
According to GfK, smartphone sales continue to break
records month after month, showing a staggering
growth of 43% in the first three months of this year com-
pared to the same period in 2013. In Southeast Asia Tip 2: A cell phone screen is much smaller than that of
alone, smartphone sales reached 18 million in units and a desktop. Fingers are not as precise as a mouse when
USD 4.2 billion in worth, while the demand for phablets it comes to a "click" on a mobile device. Hence, don’t
surged to over 1.1 million units. force the user unnecessarily to maximize the email on
his smartphone or to scroll back and forth. Instead,
You should let these numbers sink in, if email marketing make links clearly visible and place them with sufficient
is an important sales channel for you, especially the fact space above and below.
that the most popular feature on a smartphone is email.
The share of email use on mobile devices has in- Tip 3: Use shorter, attention grabbing, headlines and
creased by nearly 20% since 2007, and the trend con- put your key messages at the top of your email.
tinues upwards.
Tip 4: Reduce the image size as the download speeds
So, how can you optimize your emails for mobile devic- for mobile receivers vary widely, but are usually slower
es? By customizing your email marketing to mobile than the computer.
email habits first!
Tip 5: Choose a clear sender address. In general, a
Mobile devices change the way people read their smartphone does not have a preview of the email.
emails. For instance, more emails are opened in the Hence, show your recipients in the sender ID who you
evening, late at night or even in the early morning are and that way avoid that your message gets immedi-
hours. ately pushed to the trash.
Referring to this, check your sender time, which can be On average, about 40% of all emails are opened on
easily and quickly elicited with a few tests. Besides that, smartphones and tablets, therefore, you should opti-
it is crucial to make sure that your emails are displayed mize your marketing messages for mobile devices in
correctly on all popular mobile devices. order not to disappoint your customers, don’t you think?
In any case, it is worth considering how the observed
Tip 1: Make sure at all costs to find out how your email new smartphone behaviors can be used for your con-
advertising materials look like on iPads, Android phones tent strategy or when looking for new newsletter recipi-
and all other devices.
ents. ◊
By Daniela La Marca
14 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
How to optimize
emails for
smartphones
Email is still one of the most important communication
channels of our time; therefore, we want to give some
tips on how to customize your email marketing for mo-
bile devices.
According to GfK, smartphone sales continue to break
records month after month, showing a staggering
growth of 43% in the first three months of this year com-
pared to the same period in 2013. In Southeast Asia Tip 2: A cell phone screen is much smaller than that of
alone, smartphone sales reached 18 million in units and a desktop. Fingers are not as precise as a mouse when
USD 4.2 billion in worth, while the demand for phablets it comes to a "click" on a mobile device. Hence, don’t
surged to over 1.1 million units. force the user unnecessarily to maximize the email on
his smartphone or to scroll back and forth. Instead,
You should let these numbers sink in, if email marketing make links clearly visible and place them with sufficient
is an important sales channel for you, especially the fact space above and below.
that the most popular feature on a smartphone is email.
The share of email use on mobile devices has in- Tip 3: Use shorter, attention grabbing, headlines and
creased by nearly 20% since 2007, and the trend con- put your key messages at the top of your email.
tinues upwards.
Tip 4: Reduce the image size as the download speeds
So, how can you optimize your emails for mobile devic- for mobile receivers vary widely, but are usually slower
es? By customizing your email marketing to mobile than the computer.
email habits first!
Tip 5: Choose a clear sender address. In general, a
Mobile devices change the way people read their smartphone does not have a preview of the email.
emails. For instance, more emails are opened in the Hence, show your recipients in the sender ID who you
evening, late at night or even in the early morning are and that way avoid that your message gets immedi-
hours. ately pushed to the trash.
Referring to this, check your sender time, which can be On average, about 40% of all emails are opened on
easily and quickly elicited with a few tests. Besides that, smartphones and tablets, therefore, you should opti-
it is crucial to make sure that your emails are displayed mize your marketing messages for mobile devices in
correctly on all popular mobile devices. order not to disappoint your customers, don’t you think?
In any case, it is worth considering how the observed
Tip 1: Make sure at all costs to find out how your email new smartphone behaviors can be used for your con-
advertising materials look like on iPads, Android phones tent strategy or when looking for new newsletter recipi-
and all other devices.
ents. ◊
By Daniela La Marca
14 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
