10 Tips for Mobile Friendly Emails

We know by now that mobile marketing is taking the world by storm so your emails need to be mobile optimised. Most marketing companies have learnt how to render emails so they display correctly on desktops, but what about screens that are 7 inches or less?

It isn’t hard to do, but here are our top 10 tips for mobile friendly emails:

1. Create a mobile version of your email

First you need to ensure that your normal email has a link to the mobile version, which is visible and clickable – right at the top of your email. You could make a mobile friendly version and send it to all recipients regardless of what device they are opening the email on.

2. Keep the email width less than 600px

Your normal email should be less than 600 pixels for desktop clients anyway, but remember; nearly all mobile operating systems do not scale to fit your email to the size of the screen. Users may need to scroll in/out to fit the email on the screen in its entirety.

Also bear in mind that on mobiles, when using images they are turned off by default. If you have a banner at the top of your email, keep this below 300px or this will leave you with a chunk of white space when the user opens the email. And nothing says ‘bin me’ more than rubbish content.

3. Bigger fonts: brief content

Your font needs to be 13pixels at a minimum, and this needs to be larger for heading and subheadings. If you use larger fonts and your email is very wordy, then you run the risk of having your email deleted. If your most important message is not shown on first glance, you won’t get a high click through and ultimately conversion rate.

4. Call to action buttons

Make sure these are given a prominent position, which will make it easy for your users to head in the right direction. Your buttons should be at least 40×40 pixels to grab your reader’s attention.

5. Avoid tiny menu bars

Remember your using could be using a small device. The main links you need should be call to action, unsubscribe, share and contact email. Other menu or navigation bars can be difficult to resize.

6. Separate your links

Nothing is more frustrating than trying and failing to click a small link with big fingers. Ensure your links are separated, enlarged, or far away enough from each other so that users can click them easily.

7. Stick to single columns

Emails designed for desktops will usually have more than one column to make the email more appealing. Even 2 columns are tricky for mobile devices as the recipient will need to use some form of zoom or scroll. Avoid using 3 columns at all costs.

8. Consider image mapping – then avoid it

Image mapping is not recommended for regular desktop emails, as it has different outcomes on different email clients. It is especially not recommended for mobile emails, not only because of the usual image blocking issues with spam filters, but because areas that are linked can end up displaced. Emails that are sent which has image mapping content usually feature one large image with little text, so are stopped by spam filters and have delivery rates.

9. Short snappy subject lines

Get your message across in 40 characters or less. Be creative, be interesting and remember shorter subjects lines have the highest open rates.

10. Remember traditional email rules

Continue using tables for the layout of your email. HTML5 and CSS3 features are still defective in emails, just like videos, flash and interactive scripts.


Do you have any tips for us? Let us know.


Tutorial: How to create gif animation in Photoshop
Optimising your Mobile email template design
26th July: Top 10 Tweets of the Week