5 Reasons Why Every Email You Send Should Be Mobile-Friendly

Failing to optimize emails for mobile users can lead to lower open, conversion and click through rates. And that’s just the start.

Written by Alexandra Marin
Published on Jul. 11, 2023
5 Reasons Why Every Email You Send Should Be Mobile-Friendly
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When it comes to email marketing, the majority of marketers take a one-size-fits-all approach. They create content that gets sent in batches without regard to where and how the user engages with it.

Considering the fact that 42 percent of emails are opened on a mobile device, this can be a problem. If those emails aren’t optimized for mobile devices, they might display incorrectly, making it confusing for the user to read and engage with the content. This can produce low open, conversion and click-through rates.

5 Advantages to Sending Mobile-Friendly Emails

  1. Mobile-friendly emails can assist with deliverability.
  2. More reach means more potential sales.
  3. Mobile-friendly emails increases your ROI.
  4. Reach a wider audience.
  5. Mobile-friendly emails help you beat the competition.

Just one bad email campaign can affect your company’s bottom line and create a lack of engagement and loss of revenue. The worst thing that can happen is the reader unsubscribes from your list or hits the block button. 

Below are five reasons you should optimize every email for mobile.

 

1. Mobile-Friendly Emails Can Assist With Deliverability

You may have a great product and deliver excellent services, but one email marked as spam could mean you get deleted from your customer’s primary inboxes forever. Search engines and email providers like Google prioritize mobile-friendly emails over unoptimized email campaigns. If you fail to create mobile-friendly emails, they will likely end up in the user’s spam folder.  

Those that do make it to the intended consumer, aren’t likely to go very far. Based on a consumer survey conducted by marketing platform SaleCycle, 42.3 percent of email users delete emails on their devices when they aren’t optimized for mobile.

When an email is hard to read or it looks strange, the user will find it difficult to read the message. This leaves a bad impression, especially, if the user had an initial interest in your content. 

They might even get frustrated that they weren’t able to read the email and choose to unsubscribe altogether. This can lead to lower click-through rates, open rates, and conversions, eventually impacting the overall success of the campaign.

Search engines like Google also take mobile optimization into account when determining search rankings, meaning that businesses that prioritize mobile optimization may see an increase in their visibility and reach.

Email deliverability is an essential component of a successful email marketing program and considering the amount of people who read their emails on their phones or tablets, mobile optimization is more important than ever before.

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2. More Reach Means More Potential Sales

According to the United States Census Bureau, the world population will reach 7.9 billion in 2023. And out of those 7.9 billion people, this email statistics report states that the number of email users will reach 4.37 billion worldwide in 2023. 

This is more than half the global population. And, since most people have access to a mobile phone or own a mobile device, you could potentially reach more than half of the leads in the world simply by ensuring that your emails are displayed correctly on mobile devices.

 

3. Mobile-Friendly Emails Increase Your ROI

Just how effective are mobile-friendly emails when it comes to generating conversions? Each $1 spent on email marketing generates a $45- $51 return, according to an Experian report

Along with generating conversions, sending mobile-friendly content provides a better user experience and can improve overall customer satisfaction. Plus, mobile-optimized emails go hand-in-hand with personalization. Based on an Econsultancy report, email marketing should be optimized for mobile, personalized and automated in order to deliver a return on investment (ROI). Giving your users personalized content in mobile-friendly emails helps them see the value in your product or services and retain their engagement. 

5 Tips to Create Mobile Friendly Emails

  1. Limit subject lines to 30-35 characters maximum so they don’t get cut off.
  2. Stick to a single-column layout to fit the limitations of a narrow screen. 
  3. Use small images to reduce loading time. 
  4. Write short, punchy copy with larger fonts so the user can read it easily.
  5. Use CTAs instead of links for maximum clickability.

Additionally, to ensure your mobile-friendly emails get the best user engagement and the best possible ROI, incorporating clear messaging and call-to-actions with a responsive design, increases your chance to retain a wider audience while providing them with a professional and seamless user experience. 

 

4. Reach a Wider Audience

One of the advantages of sending mobile-friendly emails is that you can reach a broader demographic. Emails are still a preferred way to engage with users. Based on a study by revenue platform Bluecore, 74 percent of Baby Boomers prefer receiving emails and think it’s the most personal way to engage with their favorite brands, while 72 percent of Generation X, 64 percent of Millennials and 60 percent of Gen Z consumers feel the same. 

Such a wide range of consumers allows you to discover more about your audience’s likes and dislikes. You can do this through A/B testing different email campaigns with mobile interaction in mind. For example, most people check their phones first thing in the morning. If you know that your audience reads your emails on their phones, test earlier send times to see if this improves open rates. 

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5. Mobile-Friendly Emails Help You Beat the Competition

In 70 percent of cases, if email messages aren’t correctly displayed, users will delete them within three seconds, according to a study by marketing platform Campaign Monitor. What’s more, Statista reported that email marketing revenue is estimated to reach almost 11 billion by the end of 2023. This is why it’s beneficial to ensure every email you send is mobile-friendly.

With billions of dollars in email marketing revenue up for grabs, it’s best practice to send mobile-friendly emails. You’ll end up crushing your competitors who don’t optimize their emails, and you’ll probably generate more revenue, too.

Sending mobile-friendly emails to your subscribers is essential to email marketing success. It can help increase email deliverability, drive conversions and surpass your competition. With a few simple steps, you can stop customers’ thumbs from scrolling and start getting the returns you’re looking for.

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