With an increasing percentage of emails opened on mobile devices, optimizing them to provide optimal results is paramount for success. One clothing retailer saw a 20% increase in CTR by optimizing email content specifically tailored for mobile users.
Their email design showcases a clear hierarchy of information that draws focus to its primary message and calls-to-action, using both live text and graphics for maximum effectiveness.
Optimize Your Content
Responsive emails use fluid layouts, flexible images and CSS media queries to adjust content and images automatically to fit any screen size based on CSS media queries – however it’s important to remember that not all email clients and platforms support all breakpoints – for instance Gmail Web Client and Microsoft Mail App do not support media queries while others may only support limited breakpoints.
To optimize email for any device, follow these best practices.
Make your email more readable by using simple fonts and contrasting colors, and employing scannable techniques such as headers, sections and subheadings to break up long blocks of content. Also consider email templates designed specifically to be read on mobile phones as they will make the email more legible on smartphones.
Visible and clear call-to-action buttons are essential in encouraging readers to take action. On mobile, make sure the CTA button is large enough for finger taps and uses contrasting colors so it stands out. Any smaller or harder to click buttons could frustrate your audience, possibly leading them to mark your email as spam.
Consider that most people will be reading your hotel emails on-the-go and may not have time to sit and read lengthy emails, making shorter ones more likely to attract their attention and encourage action on your part.
Be sure to include alt text for images in your email. This will ensure the email is still readable if an image fails to load, is blocked or has text-to-speech software running that narrates what they see on their screens using text-to-speech software programs. Furthermore, including lang attributes in emails will let screen readers know the language being used so they can provide translation or dictation services accordingly.
Test Your Emails Across Multiple Email Clients and Devices
Email marketing can be one of the most cost-effective means of nurturing leads through their customer journey, but only when designed with mobile viewing in mind. As more people than ever open emails on mobile devices, testing across devices and email clients to ensure your emails render correctly and make it simple for readers to take action is essential. Luckily, many hotel email marketing platforms provide responsive templates or drag-and-drop builders that automatically optimize emails for mobile viewing; other online tools such as Litmus or Mailtrap provide helpful testing capabilities across browsers and devices.
At the core of it all is two primary factors that influence how an email displays: device screen size and email client. While desktop email programs like Outlook (even versions) and Gmail Web and App typically adhere to consistent rendering standards, smartphone rendering standards can differ widely between handheld devices.
Testing your hotel email campaigns across a range of devices and email clients is key to identifying potential issues early. Send them out to friends and family to see how they look on phones and tablets; be sure to include mobile-friendly pre-header text which, depending on the device used, could serve both basic contact info as well as encourage readers to click for additional info.
Prominent and clear call-to-action buttons are essential components of your hotel email campaigns, as they can both drive conversions and build brand loyalty. Make your CTA buttons large enough to be easily tapped on mobile devices, using contrast colors to stand out against their background.
Images in emails can have a significant effect on how well they render on mobile devices, particularly when displayed as text-only emails. Pixelated or unprofessional-looking messages will be less likely to be read; to prevent this from happening, ensure all images optimized for mobile viewing by decreasing file sizes and embedding correctly.
Use Responsive Images
Email marketing is one of the best ways for hotels and motels to engage their guests and potential guests. By using responsive design, emails that are optimized for both desktop computers and mobile devices can be created – making it easier for guests to access and read your messages, leading to increased engagement and bookings.
However, when designing emails for both desktop and mobile devices, there are a few things to keep in mind when creating emails. Images play an integral part in how they look; to ensure consistent presentation across all devices it is vitally important to employ email responsive design – which uses inline styles along with embedded styles to adapt the email layout according to various screen sizes.
Inline styles allow email recipients to set the default styling, while embedded styles are added directly into HTML code to modify its layout and design. Email clients then apply these styles based on screen size of devices like desktops vs smartphones; therefore desktop computers need different versions than smartphones for responsive emails. To make an email fully responsive you should include both inline and embedded styles within its head> section in order to make your emails responsive.
As part of your considerations for making email responsive for touchscreens, make sure that clickable areas are large enough to accommodate fingertips while providing a 10-pixel margin around and between buttons and icons.
Keep your email design consistent with the branding guidelines for your brand. Inconsistent designs can cause the email to look disorganized and unprofessional, harming its credibility with recipients. Following responsive design best practices will help prevent common coding and layout mistakes from rendering emails unreadable on certain devices and can ensure they provide optimal user experiences across devices. By taking time to follow these tips, your emails can ensure their maximum potential user experience on any device – guaranteeing optimal delivery for all!
Keep It Simple
With screen sizes expanding and more subscribers reading their emails on mobile devices, emails must be designed in such a way that works efficiently on both desktop and mobile devices. Non-responsive emails may be difficult for subscribers to read and inconvenient for subscribers resulting in them being deleted without reading, negatively affecting your brand image and conversion rates.
Considerations should also be given to subscribers without access to high-resolution images when designing responsive email designs, so be sure to include alternate text for any visual elements – this will enable subscribers with images turned off in their email client to still understand your message and remain subscribed. Likewise, large font sizes for email copy and CTA buttons ensure their legibility across devices types.
When designing clickable areas in your email, consider how people will navigate them using a touchscreen device. As fingertips are more precise than mouse cursors, padding around any clickable areas of the email will make it easier for people to click links and take action.
Along with making sure your content is responsive, testing emails with different groups of your audience is also key to ensure they perform as intended. Doing this allows you to see how each email group performs and adjust it as necessary – not to mention help identify which style your subscribers prefer!
A/B testing can help you optimize your email design for all subscribers. By sending two versions of your message to different segments of your audience, A/B testing enables you to determine which version generates more opens and clicks and implement it into future emails. MailerLite makes this process easy with its built-in A/B testing feature which enables you to create and send two different versions of an email to an audience segment at once.