By Liz Froment

Brands are getting in board with email marketing, which is a great thing. But what about mobile email marketing?

With 54% of people opening their email on their mobile devices (and that number is growing), having an email that doesn’t work on mobile is a bad strategy. In fact, 71% of people will delete emails that aren’t formatted correctly for their phone and don’t look good.

If you’ve been relying on email marketing as one of your marketing channels, not taking mobile into account can be a huge problem. You can end up with too many unread emails, and even worse, a loss of subscribers.

But this post can help change all that. In it, I want to show you some small tweaks you can do with your current email marketing system to ensure you’re not missing out on mobile users.

Tip 1: Images

Open an email on your phone. Now check and see how many of them have massive images that take up over half the screen? Probably too many.

If you’re sending emails with images at the top, you need to keep mobile in mind. You don’t want to have an image that’s too big or stretches to cover a massive portion of the viewing area, otherwise you’re going to lose readers from the start.

Tip 2: Short and Sweet

Above the fold matters a lot on mobile devices. You want to make sure the first paragraph or few sentences of your emails pack a punch and gets people really interested.

You have to engage them enough that they keep scrolling down to read more. So don’t bury the lead when it comes to mobile email marketing, let people know what you want them to know from the start.

Tip 3: Headlines

On a phone or tablet the viewing area for headlines is much smaller than it would be with a typical desktop style browser. That means a headline that would fully display in Gmail on Chrome will only have a segment of it display on mobile.

Once again, being short, sweet, and to the point is really key here. You need to have a headline that jumps off the screen and can be read from mobile.

Tip 4: Interactive

Interactive marketing is huge right now and there’s no better place to get interactive than with email marketing. The cool thing is interactive marketing also works great on mobile devices too.

Use gif’s, scratch-it’s, quizzes, and other content that gets people engaged from the start and makes them want to start clicking on your email right away.

Tip 5: View Before Sending

Most email service providers have the option to let you see what your email looks like on a mobile device like a smartphone versus the standard desktop view.

So, if you aren’t checking out what your emails look like this way, you really don’t have much of an excuse. It’s a super quick and easy way to see exactly what you’re email is going to look like and make the necessary adjustments before going live.

Final Thoughts

These are a few tips you can use today to improve your email marketing so you don’t lose out with customers and readers who are viewing everything on mobile devices.

It’s important to do what you can to keep people using their phones opening your emails since mobile will continue to play such a big role in the future. You don’t want to miss out now.

Note: Statics cited from