Three Reasons Why You Need To Make Sure Your E-Mail Design Is Mobile-First
Brands are now designing e-mails to create a consistent brand experience across all platforms and devices. It should come as no surprise by now that if you’re planning e-mails with mobile-first ethics and aesthetic, then you’re already too late to the game. Almost 56% of e-mails are now opened via a mobile device, which means we’ve been living in a mobile-first world for quite a long time. The overhead accompanying the managing templates across devices, domains and brands could be difficult but thanks to responsive e-mail design techniques, brands have various options for controlling the look and feel of their e-mails and minimizing the associated work to create a consistent brand experience across all platforms and devices. This may all seem like old hat, but it’s worth reviewing how mobile has changed e-mail and how it will continue to define our inbox experience that is continuously moving forward. Here are a few things to keep in mind while designing a mobile-friendly E-mail:
Keep it small
Jot down this number: 102. If the e-mail is more than 102KB in size, then Gmail will clip the message when it will arrive and asks the recipient to “download” the rest of it. Why long e-mails seem to be a problem? Most people put their tracking pixel at the bottom of a message. If the word isn’t rendered, then it won’t register an open. Recipients are picky and may deem a message that isn’t fully presented from top to bottom as broken and delete or mark the e-mail as spam. Mobile is all about portability and quickness – messages that lack these two qualities will be viewed as flawed. Thus, keep the messages light and precise.
One column to rule them all
Single column layouts are often the best and most convenient means of organizing your content and calls to action (CTA) for mobile devices. While considering how mobile content is consumed – on the go, commuting on a train or a bus, walking to lunch, etc. – making e-mail easily scrollable with nothing more than a thumb swipe will make for higher potential engagement. Embrace one-handed navigation and the easiness of single columns. The fundamental is that the images and CTAs are abundant throughout the message, making the two columns a playful back and forth between image and text.
Taps not clicks
This may be stating the obvious, but a lot of mobile devices nowadays are not equipped with a mouse. Today, Apple’s human design interface rules state 44 square pixels is the target while Android’s guidelines point to 48 as the magic number. Whatever size you choose to make your buttons and CTAs, make sure they’re well-spaced so that casualties don’t happen. Jamming a group of options next to each other without space is sure to wind up causing recipient frustration when opening or tapping the wrong link.
The future is interactive
Google recently came up with a new feature, AMP for e-mail, and the internet is overflowing with excitement for the next step in e-mail’s storied evolutionary history. AMP helps to build new unique experiences in the inbox, and other mailbox providers have announced future support for the technology. Currently, Gmail is the only place where recipients receiving AMP messages will have these new collaborative experiences. The ability to create micro apps in the inbox denotes that e-mail will have a much longer shelf life, not to mention a new focus for brands in the coming years. But this is yet another excellent example of e-mail becoming more optimized to match user expectations. The future is more than just a mobile; it’s highly interactive!