Optimizing Email for Mobile Devices
Many people think of email as something they check in their office or at their home computer.
The fact is, email isn’t just for the computer anymore: at least some of your subscribers are reading it from their mobile phones. Does that change how you should be writing your messages?
Mobile phones have come a long way from the briefcase-sized analog “bag phones” of the 80s and early 90s. You can now send text messages, take pictures and video, and even listen to music on your phone.
You can also get on the Web, and that means you can check your email.
According to a study by research firm Ipsos, more people than ever before are using their mobile phones to access the Internet. Over one-third of all households with a mobile phone have used it for email.
It’s especially relevant that this growth isn’t just among the traditionally tech-savvy youth. More adult users are getting online from their phones too.
If your subscribers are going to be checking email from their handsets, your messages better be readable.
Considerations For Mobile Phone Email
- Users with more advanced devices may be able to view HTML email messages with images, but others will not. You need to include a plain text version of all messages.
This is a best practice anyway, but the increase in mobile email access underscores its importance.
- Mobiles have smaller screens and resolutions than computers. Keep your message width short: no more than 60-65 characters.
- Depending on their email platform, your subscribers may not see your “from” name or email address when scrolling through messages in their inboxes.
Brand your subject lines to build recognition of your messages among the others in your subscribers’ inboxes.
Are most subscribers still reading your messages exclusively from their computers? Absolutely.
However, mobile ‘net and email access isn’t going anywhere but up, and addressing that now can you time and hassle later.
Ipsos Study: Mobile Phones and Internet Usage