Saturday, August 5, 2017

Stuck inside of Mobile with the Email Blues Again

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.

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).

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