Thursday, March 13, 2014

On Track With Jack: Mobile Best Practices

I hate to break it to all of my admirers out there, but I’m in a serious relationship with my smartphone. She’s the first thing I see in the morning, and the last thing I see when I go to sleep. Day in and day out, I check my email, catch up on the news, and connect with friends on social media. And, I know I’m not alone.

In a recent survey completed by Acxiom...
91.4% of respondents said they use their smartphone to check personal email. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions"(2013).

So, what does that mean for email marketing? It means that more and more people are reading email on mobile devices like smartphones and tablets.

Here’s my tip, well question, of the week: Are your emails mobile friendly?

Here are a few pointers to get you started on the mobile track:

  1. Clear and concise content is key. While content always needs to be compelling, cut it down so readers can skim and scroll. Space is limited on mobile, so don’t weigh down your message with too much information. Short clear paragraphs and bullet points are ideal.

  2. Scale down your design. The dimensions of the email should also be reduced since mobile screens are a lot smaller. We recommend keeping it between 320-550px wide. Note: Check out our new mobile Smart Templates under the mobile tab.
  3. Use larger text. Fonts should be larger than those in traditional emails. Keep body text at a minimum of 14px and headlines at 22px.
  4. Larger images and spacing. Touch screens are here to stay! Instead of clicking, people will touch. Balance your design with well-spaced images and icons to accommodate fat, I mean healthy, finger errors.
  5. Alt text is a must. Include alt text on your graphics for a responsive design. Note: Image blocking will occur by default, a prompt will display urging users to display messages, similar to desktop. The only mobile OS that does not block images by default is iOs.
  6. Short and sweet subject lines. Long subject lines get cut off, but shorter ones between 24-31 characters work best. Tell your readers what’s inside!
  7. Call on your new Call To Action (CTA). What do you want your readers to do after they receive your message? Include a call to action, but do not use ‘Click Here’. Mobile users cannot click, however, they can tap and swipe.
  8. CTA + Buttons = High CTR (Click-through rate). Make your CTA stand out with a big button. Link out to your website or landing page for more information.  Buttons should be at least 44 pixels and should be centered or left aligned.
  9. Include links. Unsubscribe, Forward to a Friend, Subscribe, and Social Media links are still a must.  Be sure to also keep any View as Webpage link just in case your readers want to view your message in a browser.
  10. Preview, preview, preview. Take a look at the different mobile previews in JangoMail to see how your subscribers will view your message on their mobile device or tablet. Select different Mobile Clients to test your message. 

To recap: With the increasing use of smartphones and tablets, make sure your emails are mobile-friendly. Check out our Mobile Templates to get started! 

With those steps in mind, you are on your way to mobile-friendly messages, and for me, my relationship with my smartphone has never been stronger.  If you have any questions, please do not hesitate to contact a JangoMail expert today at 1-855-709-4099.

Jack the Jangolope
Department of Awesome

About Jack
Jack the Jangolope is our JangoMail mascot.  Each week, look for Jack's emails for marketing advice, trends, and quick tips on how to grow your email marketing plan to the fullest!  Hop into email marketing each week with Jack's helpful tips!
We want to hear from you. Remember, at JangoMail it's your email, your way.  Have a topic you would like Jack to cover?  Email us at with the subject line: On Track With Jack.  Follow Jack on Facebook