Fundamentals of Mobile-Friendly Emails
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Mobile email opens increased by 120% over 18 months, with 42% of email opens in 2014 occurring on mobile devices. Strategies for mobile email design include using mobile-aware designs, fluid layouts, and responsive design, focusing on simplicity and usability across different screen sizes. It’s essential to test designs on mobile devices to ensure they display well and to consider user behaviors based on the viewing environment.
Fundamentals of Mobile-Friendly Emails
- 2. Mobile opens up 120% in 18 months
- 3. 42% of email opens are on a mobile device in 2014! Desktop 33% Webmail 25% Mobile 42% iPhone: 25% iPad: 12% iOS: 37% Android: 8%
- 5. Mobile trends don’t stop there. Learn about recent increases. CHECK IT OUT Updated data surrounding mobile trends is available in our 2015 industry report.
- 6. Strategies for tackling mobile… 1. Do nothing 2. Mobile text version 3. Mobile aware 4. Skinny template 5. Fluid layout 6. Responsive design SIMPLE COMPLEX
- 7. Mobile aware Creating email designs that consider the mobile experience but aren’t specially constructed for it. Best when you want to increase mobile usability without making radical changes or specializing. • Single column primary content • Big images • Big text • Big buttons
- 8. One column primary content, and easy to press buttons. Visual style works well on mobile without special setup.
- 9. Fluid layout Email width that adapts to screens both large and small. Best used in situations where the structure is basic, readability is key, and scaling would destroy usability. • Use percentages for widths • Most effective for simple layouts • Heavy reliance on text content
- 10. ~740 pixels ~320 pixels Email width scales rather than text size, ensuring readability in any environment.
- 11. Test email designs on iPhone and android mobile devices. RUN A QUICK TEST Guarantee your emails look great in every inboxes.
- 12. Responsive design Using CSS3 @media queries to detect screen size, and display specific content or elements in different types of viewing environments. The most advanced way to deliver a specialized mobile email experience. • Detects large vs. small screen size • Rolls back to standard version when @media isn’t supported • Hide or remove content on small screens
- 13. Learn more about responsive design —combat rendering differences. CHECK OUT OUR GUIDE
- 16. QUICK WINS
- 17. The finger is the new mouse Design for tappable touch targets; not text links 44 x 44px minimum
- 18. Text Buttons Image “Buttons” Create touch targets
- 19. Bigger fonts are better • Body copy < 13px will be resized • Recommended minimums • Body copy: 14px • Headlines: 22px • CSS fix: “-webkit-text-size-adjust: none;” Beware minimum font sizes; automatic resizing
- 20. Bigger fonts are better
- 21. Streamline, be aware Single column layout = simplified content • Short, direct copy • Eliminate or hide low priority content • Links • Copy • Images • Clear and direct calls to action • Make it obvious
- 22. Preview pane still counts!
- 23. The iPhone 6 + 6 Plus demands attention be paid to Preview panes. FIND OUT MORE With a larger screen, the iPhone 6 requires changes to media queries, preview text, and more.
- 24. THINGS TO SKIP
- 25. Lots of links create friction Don’t give users a reason NOT to click by making text or other calls-to-action impossible to tap.
- 26. email web sitemobile version The “mobile” version
- 27. You can’t predict where users will open! Mobile versioning Distinctions between environments – mobile and desktop – drive behavior more than distinctions between email clients. Focus on viewing environment rather than specific devices or email clients. iPhone Version Android Version
- 29. 53% of opens occurred on mobile devices in 2014. Ensure your emails are mobile friendly. GET MOBILE FRIENDLY