Mobile-Friendly Email Design Recommendations - Slide 4

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  • Lighten your email file sizes. Mobile Internet speeds are slower than desktop connections, so try to keep your emails light. Some mobile email clients will require an additional button press to download the rest of the email when file weight is too big. The optimal email weight for mobile is 20K or less, and while that may not be a realistic goal for most marketers, the more you can slim down the file weight, the better.
  • Increase the size and padding of text link and button calls-to-action. When pressed against a screen, a finger covers 45 pixels. During a light, precise tap, it can target a 30 pixel area accurately, but most mobile email readers are on the go as they read. Make sure that your calls-to-action are padded at least 10 to 15 pixels to avoid frustrating tap errors. Your subscribers who are checking email as they walk down the street or step onto a bus will be grateful for the wiggle room. Be sure to factor in that your email may be zoomed out 25 to 50 percent depending on the width of your emails.

Mobile adoption among businesses and consumers has skyrocketed over the past few years, and it's only going to continue to rise as smartphones deliver increasingly stellar experiences. Driven by the adoption of iPhones and Android-powered phones, smartphones outsold PCs for the first time ever in February, according to IDC. And since reading email is the No. 1 activity on smartphones, it’s only a matter of time before your emails need to be more mobile-friendly. Depending on your subscriber base, you may already be well past that point. A good first step is to check with your ESP to find out what your subscribers use to read their email.  This slideshow highlights recommendations from Responsys on making your email design more mobile-friendly.

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