I read recently that nearly 78% of all users check email on their mobile device. That got me thinking about email marketing and mobile devices…how can we improve deliverability? And how can we make emails easier to read for subscribers?

Are you registered with different organizations and businesses who send you regular email messages? How many do you read on your phone? What do you see when you read messages on your mobile device? Those that are mostly text are a lot easier to read, aren’t they!?

Now, I realize mobile devices all have their own pros and cons. You can see Flash on some, not others. You can see JavaScript on some, not on others. What about images? Many device default settings won’t show images upon opening, it’s something that the owner must click to show images.

Mobile friendly emails should be text based. Yes they can still have the nice HTML background and incorporate images, but building emails out of images and converting to HTML entirely can make them difficult to read on mobile devices.

Spam filters also look for a balance of text and HTML. Still, focusing on the user, your reader is what is most important. Realize that many, many of them are now reading emails on their phones. Here are a few things to think about.

  • Keep emails concise and easy to read
  • Use bullets or bold key points to make email text easier to scan
  • Use images sparingly, keeping focus on the content. Obviously a shopping site will call out and promote products. A creative header can be important to your brand, and that’s fine to include.
  • Use text for the foundation of your email message

These are just a few basic tips to help you create mobile friendly emails for your subscribers, and things you might consider as you create your next email marketing message. What have you noticed about emails you read on your phone? If I can answer any questions about email marketing, please feel free to leave a note or get in touch with me.

Rebecca Dutcher is a business development partner and internet marketing expert for Mindscape at Hanon McKendry