Overcome the obstacles of reaching readers on smartphones
Two-thirds of email recipients open your email on their smartphones, not their laptops (Adestra). Three-quarters most often check their messages on mobile devices (Fluent).
Some 7% read your email newsletters in the bathroom (NNG). And the other 93% are lying.
Problem is, reading your email newsletter on the small screen is like reading War and Peace through a keyhole. It’s not easy to get the word out on a 3”x6” rectangle.
When reading emails on their mobile devices, recipients:
- Click 40% less often (Mailchimp). They also click on fewer links. There go your click-through rates. There go your landing page hits.
- Find it 48% harder to understand content (R.I. Singh, et al., University of Alberta).
- Become more likely to unsubscribe. If your message doesn’t work on smartphones, say goodbye to prospects. More than half of consumers have unsubscribed from a brand’s promotional emails because they didn’t work well on mobile (Litmus).
How’re we doing at mobile email? Some 4 in 10 find marketing emails to be poorly designed for mobile devices (250OK and 42labs). And more than one-quarter find “how it fits my screen” an important element of email design.
Subscribers rate the ease of reading email on mobile devices 3.3/7 — aka miserable.
— Nielsen Norman Group
Bottom line: Subscribers rate the ease of reading email on mobile devices 3.3/7 — aka miserable (NNG).
Want to get your email message across on the small screen? Write more readable copy and prioritize links carefully.
Write emails that get opened, read, clicked …
Want more techniques for beating those odds to get your email newsletters and promotions read and acted upon?
If so, please join me at Think Inside the Inbox — our 2-day email-writing workshop on May 6-7 in Los Angeles.
You’ll learn to write email leads that get read (our fill-in-the-blanks formula will change your life), avoid the No. 1 reason people unsubscribe and pass a simple test for getting the word out on mobile.
Save up to $100 with our group discounts.