What is Mobile Email Design?
Mobile email design is the specification of creating email templates optimized for mobile devices. These designs allow for email templates to be modified to maintain key points of communication on mobile interfaces while still maintaining a visually engaging appearance. Mobile email design allows for the marketer to communicate with its user on any mobile device, such as smartphones and tablets, ultimately increasing the value of the marketer’s email content. These email templates are now being designed with functionality, flexibility, and efficiency in mind, ultimately creating a presence to the end user at every possible access point. Through condensed versions of desktop email campaigns, these mobile designs have the opportunity to build stronger email engagement and responsiveness with the user when designed efficiently.
Why is Mobile Email Design Important?
Access to email via mobile devices have begun to increase greatly over recent years. While mobile smartphones have become one of the primary choices for checking email, marketers understand the importance of adapting their email campaigns to be compatible with any device. It’s important to understand the shift in email consumption and provide simple and quick-to-load designs that allow the target user to easily open and display their emails. These email templates are adjusted by modifying text, images and layout to sufficiently provide an engaging and interactive design.
Things to Consider for Successful Mobile Email Design
Simplifying Content: When adjusting content for mobile email templates, it’s best to simplify the structure of the email to quickly capture the key summary points. More so, it’s important to place the core message of the email at the top of the email’s body to create a strong impression. Considering that mobile email is delivered to the user through notifications on their devices, it’s vital to draft these summaries knowing it’s one of the initial ways it will grab the user’s attention through their inbox. In addition to crafting these summaries, crafting the perfect subject line that is short and concise. These preview messages to emails will ultimately drive the user to either view or dismiss the message.
User Behavior: An extremely important insight to factor in when modifying email campaigns for mobile design is studying the behavior of users as they engage with their mobile devices. For display purposes, users will most likely read their emails from a portrait perspective rather than landscape but it’s useful to consider displays for both. These insights will also assist in positioning links and CTA (call to action) buttons on the screen so users can optimally engage and interact with their email messages depending on the common ways they hold their mobile devices.
Layout Concept: Mobile devices have significantly smaller display surfaces than a desktop view which requires attention to detail in creating these condensed yet engaging layouts. Consider adjusting the font to distinguish the title in a short manner. Perhaps shortening the title to increase the bold size of the header text. Or consider removing, or decreasing the size of, images that may take time to load on mobile devices. These email layouts should reflect a modified version to load quickly on any mobile device while still visually engaging the user.
Clear Call to Action: With a simplified mobile email design, it will be easy to create a CTA with a clear objective. Whatever that CTA may be, it can be clearly communicated by designing an interactive button or icon that leads to a related link or completes a specific action. Furthermore, in creating CTA measures, it’s just as important to ensure that the links provided for users are compatible and seamless to load on mobile devices as well.