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Are you optimizing email for mobile? Over 27% of emails are now read on mobile devices. Studies show a 7% increase in just one year. It’s clear that the number of emails that are being read this way is rising steadily.

But don’t retreat to plain text emails! While plain text is compatible with all mobile devices, it’s still possible to craft an HTML campaign that will look great on a mobile device. With plain text, your fans will be missing out on great email content like images and your personalized designed email, and you’ll be missing out on analytics like opens and click-through rates.  Instead, check out the four easy things you can do to optimize email for mobile.

1. Follow email best practices.  A lot of what’s good for webmail inboxes is good for mobile mail inboxes.   For example, make all images you use in your email web quality as opposed to print quality and not too large (aim for no larger than 1MB and no wider than 600 pixels).  This is makes for a pleasant email experience but is also especially important for emails being read on mobile devices.  Imagine trying to upload an email with several hi res graphics on your phone with a weak Internet connection. Fans could skip over to the next email before yours has the chance to load.

Without Alt Text

2. Similarly, it’s still important to make your email a combination of text and images so that when your message is first delivered to the inbox, your fans see some parts of your message before they enable images to be shown.  If your email is comprised of a lot of images (but you still are keeping to the image best practices as described above), be sure to make use of alt text so that your readers instantly get a rough idea of what your email is about from the start. Alt text is the description that appears in the space a picture should load.

Images Loaded

3. Place your linked text and images far enough apart from other linked items to make it easy to navigate on touch screen devices.  It can be hard enough to type out mobile messages with accuracy – I’m looking at you, unfortunate text message typo – and selecting just the right hyperlink among a sea of many others can be equally irksome for those with less than slender phalanges.  A good rule of thumb (see what I did there?) is to make any linked images at least 44 x 44 pixels.  And if you have a row of linked images next to each, add a padding of 5-10px around each to give plenty of room to select.

Image Spacing

4. Test! Test! Test!  Yes, here at FanBridge we praise testing your messages, but it’s even more important to test out your message on your mobile device.

These four things are a great and easy way to start optimizing email for mobile.  Want more tips on creating better emails? Join the Fan Marketing Institute for weekly tips on getting more fans, cultivating loyalty, and turning fans into customers.



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