3 Mobile Optimization Mistakes to Avoid

Sarah Dysthe

At this point, email marketing should be a no-brainer for businesses – big and small – looking to acquire and maintain a larger customer base. In addition to an estimated ROI of 4400% (It was 3400% just last year), email-marketing campaigns are 40 times more likely to get new customers than Facebook or Twitter. 

Considering the percentage of marketing emails being opened on mobile devices grew 12% in the first quarter and that mobile traffic now accounts for approximately 45% of all email clicks, traditional email campaigns just don’t cut it anymore. Mobile optimization is more crucial than ever to generate quality leads with an email campaign. Below are 3 marketing campaigns mistakes you might be making and how to fix them for a needed boost.

1 – Don’t use the same images size for all traffic channels

One of the biggest challenges of mobile optimization is getting an image to load proportionate to the screen size. Many people don’t realize you have to use smaller images for two reasons.

First, the smaller the image, the quicker it loads. If we know anything about mobile consumers, it’s that they gravitate towards quick, responsive content. They’re not going to sit and wait while a large photo loads, eating up precious gigs of data. A smaller image will load quicker for a better appearance.

Second, an image proportionate to a desktop will not render the same on a mobile device. It will be too large, forcing the viewer to scroll to see the entire picture. Again, a smaller image will resolve the viewing issues & make for a better overall experience with the advertisement in question.

2 – Don’t use the same CTA buttons and links

Just as people of different age groups, genders, and personal backgrounds respond in unique ways to marketing campaigns, mobile consumers behave differently than desktop users. In fact, this can be true even when studying the browsing behaviors of the same person.

Think of way you browse for content on your phone versus how you search on your desktop. Your eyes focus on different things, you might use a different browser (or an app instead) to reach a destination, and you may be more or less likely to buy something depending on the device your using. Mobile users have different needs than their desktop counterparts and, therefore, emails containing the same information through both traffic channels aren’t as effective.

Links on mobile should be larger and more noticeable as they’re an easy way to navigate. Similarly, buttons should be larger, and with less words (if necessary), and even used less often. It depends on the content, of course, but mobile users are more interested in the visual appearance and convenience of an advertisement. With less screen space, only the most vital information should appear for best results.

3 – Don’t even think about using an unresponsive layout

An unresponsive layout is probably the worst offense to make. The image is too big or slow to show? Not great. The consumer can’t quickly read the call to action or has too much to scroll through? Even worse. But when an email is altogether unresponsive and doesn’t take a user anywhere when clicked on, the entire campaign is a loss. Its unlikely the user will move to their desktop and pull up the same email. So not only will they not see what you’re sharing, they may also think less of your company’s competency and professionalism if your email looks terrible or doesn’t work properly.

At a very minimum, the email needs to effectively navigate to the landing page or play a video when tapped. If you have coding skills (or the time to take a course) create a custom framework that will suit your mobile campaign design. If you’re looking for an easier solution, many companies sell pre-designed templates that can be used for optimal campaign responsiveness. Either way, don’t skimp on responsive design – it’s vital these days!

Capitalize on your mobile audience and see for yourself what a few small yet impactful changes can mean to your bottom line.

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