Should we be worried about whether a person reads their emails via a Mobile (Smart) Phone or not?
You see, with the amount of mobile phones being sold (the numbers apparently outstrip sales of PC’s and Mac’s combined) many people check their emails by their phone.
Let’s take a quick look at this.
The mobile phone is small, compact and has a reduced screen size compared to a computer. The problem therefore lies in the viewing space available to the recipient.
If your message contains large pictures then their mobile phone may not be able to view them or at the very least you may be forcing a person to scroll around their screen.
In the past most mobile phones were unable to read HTML emails therefore the pictures you probably sent were useless anyway by the mobile phone email reader; but this has changed in recent times with the new breed of Smart Phone on the market able to view HTML.
Nonetheless, visibility of your message is still a problem.
So, what should we do?
Should we even care?
Well, this answer is always going to be – IT DEPENDS.
Yes, I know this sounds like a “cop out”, but actually it does depend.
Email Marketing will never be anything but…
1. Your List
2. The Relationship you have with your List; and
3. The Offer you are making.
Here are seven tips you could consider if you do have people who read their emails by their mobile phone.
1. If you have a logo/header/brand then display it at the top of your message so you will be identified very early.
2. Get to the point of your message early. There is limited space available to the email marketer for their message to be viewed.
3. Don’t overlook a person may initially read your email via their mobile phone but statistics prove they also re-read important messages back at their PC.
4. Keep the size of the email below 20 kb. Mobile phone browsers have improved over recent times but they still lack the power to read large files.
5. Avoid sending any ‘Flash’ images etc. Again mobile phone browsers are not powerful enough to read them.
6. Curiosity not only killed the cat but it also works so well in email marketing. Don’t overlook sending a person to a website to view the full extent of your offer. Most Smart Phones will allow the user to view a website easily.
7. If you know your customers predominantly read their emails via a mobile phone; you could dispense with including an email header.
(I know an email header is one of my “7 Killer Tips To Get Your Emails Read” and I still believe in it. But we have limited space with mobile phone readers and it may best be served with additional copy.
8. BONUS TIP
Place your Call To Action near the top of the message – you don’t want to lose your prospect by forcing them to scroll down and around and annoy them. If you have the Relationship they may not need to read all your email marketing message.
There you go. Something to consider.
For me I am not about to make an radical changes to my email marketing just yet.
The majority of my customers are small to medium businesses and they view their emails at their PC.
What do your customers do ?
Cheers and Great Selling