It should come as no surprise that if you're designing emails with a philosophy and an aesthetic from the mobile first, you are already late. In the game. Almost 56% of e-mails are now open via a mobile device which means that we live in a world where mobiles are the first. The overhead associated with managing models on devices, domains, and brands can be cumbersome, but thanks to responsive e-mail design techniques brands have many options for controlling the look and feel their emails and reduce the associated work uniform brand experience across platforms and devices. This may seem a little old-fashioned, but it's worth considering how mobile has changed the email and how it will continue to define the experience of our inbox in the future.
Do not Forget This Number: 102 If your email is over 102 KB, Gmail will cut your message as soon as it arrives and ask the recipient to "download" the rest. Why are long emails a problem? Most people place their tracking pixel at the bottom of a message. If the message is not rendered in its entirety, you do not record an opening. The recipients are unstable and may consider that a message is not fully rendered up and down as broken and simply delete or mark the email as spam. Mobility is a question of portability and speed – messages without both of these qualities (for example, asking the recipient to take a step further) will be considered defective. Keep your messages clear and precise.
A column to manage them all
The one-column layout is often the best and most convenient way to organize your content and your calls to action (CTA) for mobile devices. More than one column will require recipients to pinch, squeeze and manipulate email. When you consider how mobile content is consumed – on the move, on a train or bus, on foot for lunch, etc. – Making the mail easily unrollable with just a thumbs up is the way to go and allows for a longer potential commitment. Embrace one-handed navigation and the simplicity of individual columns. If you decide to use a two-column layout, see this sample of Hautelook that uses oversized images in an offset orientation. The important thing is that the images and the CTAs are large throughout the message, which gives the two columns a playful back and forth between image and text.
A click is not clicked
This could indicate the obvious, but I do not see a lot of mobile devices equipped with a mouse. Fortunately, we are far from the first Handsprings and Palm Pilots that required a stylus to interact with the screen. Today, Apple's human design interface guidelines indicate that the target is 44 square pixels, while Android's guidelines indicate 48 as the magic number. The truth is somewhere in between. Whatever size you choose to make your knobs and ATVs, make sure they are properly padded and spaced so that incidents do not occur. It is certain that trapping several options next to each other without a margin of maneuver will cause the recipient's frustration when he opens or clicks on a wrong link.
Sometimes the mobile is the only screen
The The developing world often relies on mobile devices as the only connective tissue between recipients and the World Wide Web. In developed countries, we are talking about second-screen visualization, device synchronization, experience and portability between devices, form factors, and so on. In developing countries, the small screen is the main way to access the Internet. IOS devices tend to be too expensive for developing countries and recipients are therefore armed with a wide range of devices compatible with Android of varying quality and size.
If your business exists beyond the borders of the developed world, then It is essential to research and test your content on these cheaper devices to ensure that your recipients know your brand and communications as intended. The quality of the rendering, the connection and the screen, as well as the ability to download larger emails, vary depending on where and how your emails are received. Keeping your emails at 102 KB should be strictly enforced for a smaller and tighter overall message size, to take into account bandwidth and screens that might not be perfect for reading emails.
Time and Apparatus
It is always worth repeating these tips: Make sure your emails follow the sun. Sending all your e-mails to all your recipients at 8:00 am Pacific Time or EST means that your international audience will be woken up by a resounding phone (a big faux pas in China) or that the e-mail will be at the bottom from his inbox. finally woke up and check their email. Segment and deploy your emails based on the location of your recipients. Mobile is the main way to send and receive e-mails in China. It is therefore important for shippers to be aware of things like Chinese time. Even though covers five time zones the whole country operates in a single time zone. attached to Beijing. Shippers must therefore consider these time zones.
Mobile e-mail is the starting point for many experiments. By pressing a button in an email, you can open a mobile website or application. Whatever the desired outcome, make sure that the experience is uniform across all your mobile properties. The expectation is that if I am a link from an email on my mobile device, the resulting content and presentation will be correctly identified from beginning to end.
The list of mobile email addresses displayed in Apple Mail or other mail clients create more or less equal subject lines in size and readability. The use of non-response or other e-mail addresses that discourage recipients from responding to unsubscribe or other forms of engagement means that the list view seems hostile and unwelcome. unwelcoming Choosing a user-friendly product that adequately conveys your brand and serves as a marker of identity and trust in the inbox encourages the kind of trust and authenticity that engenders greater engagement and placement of the box. reception. In the end, you want the recipient to know who is sending the message and, from the point of view of a subject line, why he is receiving this message.
The future is interactive
Google recently announced the general availability of AMP for e-mail and the Internet is bursting with excitement for the next stage the evolutionary history of email. AMP promises to create new unique experiences in the inbox and other mailbox providers have announced future support for this technology. Currently, Gmail is the only place where recipients receiving AMP messages will have these new interactive experiences. The ability to create micro-applications in the inbox means that the email will have a much longer shelf life, not to mention a new interest for brands in the years to come. But this is another example of email optimized to meet the expectations of users. The future is more than mobile. it's very interactive.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Len Shneyder is a 15-year veteran of electronic messages and digital messaging and vice president of relations with industry in SendGrid . Len is an evangelist and a supporter of best practices. He leads thought leadership and gives insight into industry trends based on data, based on the sheer volume of emails sent by SendGrid on behalf of their clients. Len represents SendGrid on the board of the M3AAWG (Messaging, Malware, Mobile Anti-Abuse working group) as vice president, and co-chairs the program committee. He is also a member of the EWC (EMEA) where he serves as Vice President of the organization. ECE is a professional organization focused on promoting best practices in e-mail marketing. The EEC is part of the DMA (American Direct Marketing Association), a nearly 100-year-old organization where it also sits on the committee on ethics. In addition, Len has worked closely with the Email Sender & Provider Coalition (ESPC) on issues related to data privacy and email deliverability.