The target is the optimization of newsletters for mobile devices, by attempting to create the best possible approach to achieve a richer desktop look and feel of the mailings when shown on mobile devices. This requires that work is done on the original newslteeter design and therefore a different style of programming is required compared to making conventional newsletters for PCs.

Marketers that want to send out regularly, and therefore want to cut costs, should use an appropriate template that can then just be filled with images and text content by the responsible employees and which then automatically creates the desktop and mobile version of the newsletter. But even with all simplification taken into account, there are some points that need to be considered seriously  by newsletter editors in order to make it available specifically in the mobile version of the mailings and to avoid any display problems :

1. Word length

The font size of an email is not proportionally scaled from the desktop to the mobile version in order to keep the writing is legible. For long words, it may happen that one in the desktop version it looks OK , but the column width is then artificially broadened for the mobile version, completely distorting the mailing. The length of a word must not exceed the width of the designated column., Columns , headings, and teasers should belooked at In all parts of the text of the newsletter and the attempt must be made to use shorter word alternatives if needed. Sometimes it may be necessary  to split up a word purposely . Otherwise, the desktop version may look OK, but the corresponding smartphone version looks distorted.

2. Text Length

Based on the width of the desktop version of a mailing, the title or teaser might seem very short, but when opened on mobile devices it suddenly becomes comparatively long. If the template is programmed to leave the images next to the text in the mobile version and only the width has been reduced, it is advisable to check whether it might not be better to shorten the text without affecting the content too much. Another option is to make the template so that the text in the Mobile Version jumps under the picture or image, which in the desktop version would be on the side of the text.

3. Picture Size

When designing a " responsive " template, the user must decide in advance which images and logos are reduced or even deleted in the mobile version , and which remain the same in size in both versions.

Editors need to keep the particular dynamics of the header and images in mind when it comes to the selection of the photographic material for the current issue of a newsletter - so information contained herein may also be transferred to the mobile version without issues.

4. Picture Resolutions

Images should be compressed for the mailing. Long loading times when downloading onto smartphones often lead to cancelling the transfer and not opening a newsletter. In addition, some mobile devices load only a limited amount of data when you open an email download, the rest is simply omitted and not shown.

5. Delivery tests as a support tool

One way to quickly check whether the newsletter template has been filled in correctly  is the use of so-called delivery tests . These tests mail the finished mailings to test receiver accounts with all major e-mail and mobile clients and create a screenshot of the respective results. This way it can be confirmed, that the mailer works on different clients and devices.