Optimising Emails for Mobile Devices
Optimising Emails for Mobile Devices

This year we could potentially see the amount of emails opened via mobile devices surpass those opened on desktops. What can you do to make sure you take advantage of this shift?

Emails have been around for many years, surviving the constant changes around them. This method of client communication has survived advances in operating systems and software, so there is good reason to think it will adapt to the increase in mobile usage. However, in order to survive, it must undergo yet another change.

At the end of 2012 it was reported that 41% of all emails were opened using mobile devices and that by the end of 2013 this will surpass those opened via the desktop.

Developers and website owners have already embraced the introduction of responsive design methods, allowing web pages to adjust depending on the devices used to view them. We are now at the forefront of yet another shift, which focuses on email communications and how they are shown to recipients.

Creating a better experience for your subscribers should be a no-brainer. Why would you want to practice old fashioned methods, especially if your clients are riding the new wave? It's true to say that content is important, but the ease of which that content can be consumed should also be high on the agenda. If anything, it shows that you are innovative and forward looking.

So what happens when someone receives an email? What does it look like? We have created this visual that easily explains how a responsive email can be viewed on your desktop and how the same email looks on a phone. All the information is still available, but consideration has been given to how a recipient would use their thumb to scroll on the mobile.

All communications from Bellman, since the middle of 2012, have been formatted in a way that makes the information easy to read and the call to action clearly identifiable, no matter how it is viewed.

Of course, this is only one element and relies on the recipient opening the email in the first place. This is why we also pay particular attention, and test, subject lines, from fields and the best time to deliver your messages.

Don't just take our word for it. Self-styled usability guru Jakob Nielsen had this to say about the topic:

"On a phone, interaction mechanics are substantially easier for email messages than for websites: scrolling through a newsletter is less work than navigating a website to acquire the same information."

'Mobile Email Newsletters' - Jakob Nielsen's Alertbox
October 22, 2012

For more information about optimising your email, and using a responsive design for your email communications, please contact one of the team at Bellman and we will be happy to find a solution that works for you.