How to Create Mobile Emails that Convert

By Matt Harris

TeroVesalainen / Pixabay

The screens we gaze into on a daily basis are getting smaller and smaller. Last year, Google’s Android displaced Microsoft Windows as the world’s most popular OS. And users have been spending more time on their mobile devices than their desktops since 2016.

All this adds up to the fact that email is no longer a desktop-focused medium. Mobile users, however, approach email with a different mindset, with limitations in both time and screen size impacting how an email is received.

Fortunately, worries about mobile’s influence on email efficacy are unfounded, as long as you know how to tailor your communications. Below are a few general guidelines.

1. Write emails worth reading.

People don’t just open more emails on mobile, they spend more time reading those emails than those on desktop. Think about it — remember the last time you were eagerly awaiting an email? Maybe you were expecting to hear about a job or were settling a personal matter. If the email arrived while you were on mobile did you hold off reading it until you could see it on desktop? Of course not. You opened and read it in the moment, on the device you were using at the time.

In the same way, a discount offer or news about a new product are welcomed and read by any customer who has already demonstrated interest by signing up for your email list. What’s different from a few years ago is that machine learning makes it easier to target customers with finely-crafted, personalized messages, allowing you to ensure each message is relevant to each recipient.

2. Consider context with your call-to-action.

There was a time when e-commerce was a desktop-focused phenomenon, but today, more than half of visits to shopping sites come via smartphones. Though more conversions still happen on desktop, that’s also changing. Mobile shopping accounted for 34 percent of online purchase revenue last year, according to an estimate from Adobe. By 2020, ‘m-commerce’ could account for as much as 49 percent of online retail sales, according to Javelin.

Marketers need to consider the context in which a customer might receive a mobile email and then imagine actions that will make the most sense for the user in that context. For example, because the user is mobile, they might be physically close to a retail store, a possibility that is less likely from a desktop device, so providing a location-based ‘stores near you‘ CTA might be a good option. Click-to-call is another great example of an action that’s more logical on a smartphone than on desktop.

3. Limit obstacles

Filling out forms on desktop is annoying, but on mobile it can be beyond frustrating. When you’re on a mobile device, every tap and swipe matters.

To limit users’ frustration, don’t make them fill out huge forms or hunt around to find what they’re looking for. With your mobile users in mind, consider streamlining the process of obtaining or entering data as much as possible. You could also play …read more

Read more here:: B2CMarketingInsider

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