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BizReport : Email Marketing : September 10, 2014

How mobile is driving email

For most consumers smartphones are an extension of themselves. From using a smartphone as an alarm clock to staying uber-connected with friends, family and work, smartphones are proving to be indispensable. Now brands have another reason to love the smartphone: email.

by Kristina Knight

Curt Keller, CEO, Benchmark Email: We've got our phones in our hand when we wait in line or for a friend to meet us ... and pretty much at all other times. It's a constant opportunity for email to connect with a subscriber. You're no longer bound to when an email subscriber may be at their desk. You can easily check numerous email accounts at once, click to see YouTube videos and your social networks all from a link within your email.

Kristina: Is mobile friendly email strictly about responsive design or is it more than that?

Curt: It's absolutely about more than that. Yes, you want your email to look good on any device, but it also has to function. You have to consider things like:
• Is your button big enough to be clicked on a touchscreen?
• Is text in a graphic large enough to be read on a smaller screen?

Kristina: How important is it for brands to design email campaigns/newsletters for mobile screens?

Curt: It's imperative. The number of individuals opening emails on smartphones is only going to grow. You never want a segment of your audience to feel ignored or even disrespected by not catering to their needs. Mobile screen sizes are constantly changing, mostly larger, so design for that space when you can. Big powerful images and graphics that convey a simple message are best.

Kristina: What are your top 3 tips for more mobile friendly email design?

Curt: 1. Make buttons and links easy to click.
2. Create a compelling image or graphic, something that makes you say "ah ... thats nice."
3. Test! There are tools out there that can show you how your email campaign will be viewed on any device or inbox client and you can send test emails to yourself, coworkers, family and friends to verify how it will look as well.

Image via Shutterstock

Tags: Benchmark Email, email design, email marketing, mobile email, mobile marketing, responsive design tips

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