Avoid crowding emails with content for seamless mobile viewing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 13, 2021, 5:56 PM GMT+0

About 68% of customers open marketing emails on the phone.

Brands must optimise their emails for seamless mobile phone viewing to engage audiences and boost conversions. Stick to a single-column layout when designing emails for mobiles. This format enables users to scroll through the email up and down conveniently.

Email subject lines must be limited to between 25 and 30 characters. Marketers must also use the pre-header space to offer readers context to the main body of the email. Break the body content concise, break the content into multiple paragraphs and include pictures, videos and infographics to make the email appealing.

However, ensure the email makes sense to consumers even if the multimedia content fails to load. Avoid using images as CTA buttons. Instead, feature clear and relevant CTA buttons and choose aesthetic fonts. Conduct A/B testing to determine which email template works best with the target audience.

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