Even more mobile

29.09.2014

Even more mobile
Emails are increasingly read on smartphones or tablets. This means that newsletters and emails must be easy to read on small screens if they are to have the desired impact and not end up in the bin. Indeed, few emails are reread in detail at a later date.

Waiting for something has become a lot less boring since the advent of the smartphone. Many people check their emails on a mobile device in their downtime: at the bus stop, on the train, in restaurants or in waiting rooms. At present, about 30% of emails are opened on a mobile device. The problem, though, is that the click-through rate is 50% lower than on a computer. And, according to another study, only 3% of emails are read a second time later on a larger screen. This low opening rate is due to the fact that usefulness has a completely different meaning on the move than when sitting in front of the computer. When out and about, users take a quick look at their emails, are frequently interrupted and have neither the time nor the inclination to consider a commercial offering. Emails are also very easy to delete on a smartphone. Furthermore, many mobile users do not act on messages because they are not optimised for the size of their screen, thereby making them difficult to read. In fact, only 12% to 25% of newsletters are tailored to mobile devices. That’s why we’re offering new features in this area (read our newsletter of September). Remember, responsive design is the technical implementation of a page layout in which the content adapts to the device on which it is read. The aim is to present information clearly and conveniently to readers. This is a real challenge as screen size and resolution can vary considerably between a PC, mobile phone, tablet, smartphone or even TV.

It is also important to remember that people skim text when reading online, a tendency that is even more pronounced on mobile devices. Content must therefore be kept as brief as possible. Another tip: express the concept of benefit in the sender’s name, subject line and heading. These three elements will determine whether the message will be deleted. You should also phrase the message and advantages clearly. Do not add too many images and make sure to compress them and give them a description (Alt attribute). Check the links given in your emails and the quality of the pages to which they lead. Finally, include a telephone number that can be called automatically.

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