B2B marketers, why—when your email has a snowball's chance in hell of getting attention—do so many of you reduce the chance?
I see it every day: emails designed for desktop email clients, instead of mobile ones.
I see it every day: emails designed for desktop email clients, instead of mobile ones.
So stop sending them:
- Use a 300 pixel-wide template. Mobile screens are small and many smartphones don't automatically resize big emails.
- Use images sparingly. Mobile devices load slowly. The overall file size of your email should not exceed 70k.
- The top 250 pixels are prime real estate. Don't waste them on some gargantuan masthead. State your offer here in plain-text words.
- Use a clear call-to-action button near the top. Also include a text call-to-action linked to the same landing page (visible when images are disabled).
- Include a one-line pre-header to state your offer. Include as well the URL for the mobile-friendly version of your email you host on line.
- Avoid weird fonts, big fonts, reverse type, and red type. That stuff doesn't render and can trigger spam filters.
- Code short (basic HTML with tables).
- Write short (Anglo-Saxon words, and few of them).
Four in ten B2B marketers say designing mobile-friendly emails will automatically lift results.
So shake those email blues. Design for mobile.
So shake those email blues. Design for mobile.
