In 2012 we saw the use of mobile email surpass that of desktop email for the first time in history. The number of mobile email readers continues to grow and more and more of your attendees and exhibitors are consuming your emails on their mobile devices. Every mobile device handles email rendering a little differently, but these five tips can help you to deliver a more engaging email to most of your audience.
Scale for small screens: Ideally your fonts are larger than 12px. iPhone automatically scales fonts that are less than 12px up to 12px. To avoid having your layout comprised by the automatic scaling design with larger fonts. Windows Phone 7 recommends fonts of 15px or larger and Apple recommends a 17– 22px font. You will also want to consider the width of your email. Try designing your emails for 320px – 550px wide. A number of devices use a 480px resolution. You can also include CSS styling that scales your email depending on the dimensions of the device.
Keep it short: You want to keepyour content short and to the point. Take out any fluff and unnecessary chatter. Mobile readers look quickly at your emails and do not like to scroll through an email to get to a link or important information.
Thumb friendly clicks: Make sure that the font size of your links and the white space around them allows for mobile users to easily click on your links without having to zoom.
Images: Not all mobile devices automatically load images and if they do load, they may not render well. It is safest to use very few images and you want to try to avoid using images for important links. If you do use images, you will want to include alt text, incase the image does not load, your viewer will not see odd gaps in the email.
Calls to action: You want to place your most important calls to action near the top of email. They should be easily noticeable and the reader should know quickly what you want them to do. Keep in mind the rule about thumb friendly clicks when placing your calls to action.
In addition to these design tips, it is always a good idea to include a plain text version of your emails. And finally—TEST, TEST, TEST—on as many mobile devices as you can before sending your emails.
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