With our society’s attention spans continuing to decrease, it is becoming harder and harder to capture an audience’s attention. Not only are attention spans getting shorter every year, we’re bombarded with so much information on a daily basis that we often find ourselves multi-tasking, which also cuts our attention spans down significantly. With so much information coming at us, the last thing someone wants to do is spend time trying to make an email they received readable on their mobile device.
Chances are, if it’s not easy to read and scroll through, they’re going to leave your email because it isn’t user-friendly. The popularity of gathering/reviewing information on-the-go has created fundamental changes in a multitude of fields, one being email marketing. This fundamental change in where/how we gather information has necessitated an entire strategy shift instead of simple expansion.
A recent FierceCMO article titled “5 Ways to Update Your Mobile Email Campaign” by Drew Woolley lists several ways to improve your mobile email marketing efforts and we’ve highlighted them below.
Tips to improve your mobile email campaign:
- Stick to one column. The format of mobile devices has made the old style of two-column email templates a thing of the past, as anything more than one column just outright frustrates users. Redesign emails with this one-column tip in mind to enable easy up-and-down finger scrolling on a mobile device.
- Don’t overcomplicate the email and don’t ask readers to do too many things – use one primary call-to-action. With speed as the name of the game, it is important to keep things short and simple.
- Create short, clear subject lines. If there’s an overly long and verbose title, this may discourage readers from opening and reading.
- Button links are often easier for users to select (as opposed to hyperlink text). This allows readers to click more easily on items included in your messages.
- Insert scan-to-join/QR code functionality into your emails to build your subscriber base. You might even try a text-to-join initiative to get more people involved.
Changing times call for changing methods. Don’t be left behind by the transition to the mobile communication format. Try implementing these changes and access the growing pool of potential recipients that have made the switch to mobile. Resisting these changes can only slow down your brand’s expansion and keep you from getting your marketing to where it will reach the most people.
Do you have other tips that you think readers should be aware of when optimizing email campaigns for mobile devices? Share your tips with us!
If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.
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