Mobile-Friendly Email Design Recommendations - Slide 6

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  • Include a link to download your mobile apps in your emails. These links are generally placed at the end of the body copy and typically grouped with community links, SMS subscriptions, blog and other links.
  • Consider sending an email dedicated to encouraging mobile users to download your mobile app.
  • Consider promoting your mobile app in your preference center, on your email opt-in confirmation page, in your welcome email series, and on your unsubscribe confirmation page.

As you peruse these guidelines, keep in mind that the move toward mobile doesn't have to signal the death of feature-rich emails (at least not yet). Creating mobilized email versions is really a balancing act, where your shorter message should be comfortably consumable on a small screen if a user wants to see them while out and about — and possibly even hop into the store right after reading. Longer messages can be saved for when subscribers get home. That said, mobile users will remember which brands consistently deliver solid experiences — and that's a list your brand wants to be on.

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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