The era of the mobile consumer is upon us in 2024. As we adapt to a latest generation of digital interaction, one of the outstanding strategies in need of rejuvenation is email marketing.
Once designed to seem solely on a desktop device, many email campaigns still centre across the widescreen layout and usually are not optimised for multi-device interaction.
In 2024, a whopping 48% of emails at the moment are opened on a mobile device, while just 11% of email templates are designed with smartphone users in mind.
Moving forward, the smart design will centre around smaller screens. Email marketers in 2024 must consider an omnichannel approach in the event that they are to realize a successful open rate.
“Short subject lines, mobile-optimized design and pertinent content all shape how a user responds to email,” says Randy Shattuck from The Shattuck Group. “But, at the tip of the day, the goal will likely be to get them to click over to something. So think through your complete experience to make sure it’s optimised for mobile from start to complete.”
Here are five alternative ways Solvid recommends optimising your personal email campaign for mobile UX success.
Introduce Responsive Design for All Devices
Responsive design needs to be a top priority for email marketers in 2024. Ensuring that users on all devices can engage along with your content is the important thing to boosting your user experience. One of the toughest groups of consumers to please is mobile browsers. With a staggering 80% of mobile users prone to delete your email in the event that they can’t engage with it on a mobile device, it’s essential that you simply test your designs for a mobile-first audience in 2024.
“Test designing emails which can be exclusively for mobile. On mobile devices especially, a user’s first instinct is to scroll. Marketers can leverage “long scroll” emails that completely disregard the fold. This opens up the chance for brands to design an immersive experience that easily guides a user through the messaging,” says Matt Doud, CEO at Planit.
The key here is to integrate ‘tapable’ content into your design. Give your mobile users the power to reply by interacting with clear call-to-action buttons and tapable links to numerous social apps and web pages.
The more responsive your email design is on a smaller screen, the more interaction you’ll see inside the inbox.
Craft Compelling Subject Lines
Mobile users have shorter attention spans and are likely to skim through their emails at speed. Therefore, a concise and compelling attitude to email copywriting is crucial when optimising the mobile UX of your emails.
“Use perfect email subject lines and snippets to create more mobile-friendly emails. These points do the heavy lifting of capturing a reader’s attention and given functionality will dictate what a reader sees on their mobile device,” says Keri Witman, email marketer at Cleriti.
Take this great example from Bloom and Wild:
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Using a quick and actionable subject line comparable to ‘Get them before they’re gone’ is a great solution to attract consumer attention and create that sense of urgency that each one mobile marketing campaigns require.
Optimise Your Content for Omnichannel Viewers
On a mobile device, it is way easier to leap from channel to channel. Many users hop between Instagram, their inbox and Google in only a few seconds, so it’s vital that your email facilitates this seamless movement.
One solution to do that is to work in your link-building strategy and embed links and buttons to other channels from the e-mail itself.
Airbnb provides a great example of this. Using their social channels to advertise their stays, they provide a window into Instagram, while also showcasing UGC content, a great seller in itself.
“We use email to point out what the Airbnb experience looks like and we’re really strategic about all our emails. That’s why we concentrate on the standard a lot over quantity. To illustrate the experience, among the finest emails we sent when it comes to engagement is after we showed Instagram photos posted by the community,” says Lucas Chevillard, growth manager at Airbnb.
“The Subject line was: We woke up like this. We wanted to search out a solution to engage with our less-engaged users by showing them compelling content. The hero here is with 3 pictures from the community. The same idea in engaging users was through the use of a light query in the topic line (like: Guess where?) after which inserting pictures from the community.”
Prioritise Mobile-Friendly Calls to Action (CTAs)
If you’re an e-commerce business, call-to-action buttons are the important thing driver of email success. We’ve established that mobile users seamlessly jump from channel to channel, so using your email to direct them straight to the checkout is genius.
Inserting the proper CTA is difficult. The skill here is to discover the proper spot for placement. Instead of placing your call-to-action button at the underside of your email, switch it up and add it at the highest. Mobile users have smaller attention spans and are prone to not read the body of the e-mail. If your call-to-action is the very first thing they see, you’re rather more prone to get them clicking.
Take this instance from Wayfair:
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By positioning their CTA at the highest of the mobile email, consumers are greeted immediately with a link to your products. They may not read the remaining of your email, but they’re more prone to find yourself on the checkout.
Optimise Load Times for UX Success
Last but not least, let’s speak about loading times. Mobile consumers value speed, so your email loading time might be a make or break for your campaign.
Optimising elements comparable to high-resolution images and heavy graphics are essential if you should cut your email loading time in half. This process not only reduces UX frustration but additionally contributes to a much higher open rate for your emails.
Better still, a fast-loading email encourages recipients to promptly engage along with your updates and promotional offers, in turn boating your probabilities for online conversion.
Mobile UX: An Email Strategy Essential
As we enter 2024, your mobile UX strategy needs to be a top priority if you should drive success online.
After experts at MailChimp found that launching a mobile-responsive email campaign increases clicks by 15%, more brands are adopting mobile UX tactics.
From optimising your content layout and loading time to crafting speed-read subject lines, renovating your email strategy for multi-device success is a challenge all marketers must face in 2024.
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