Are your email marketing campaigns mobile-friendly? That is, are they optimised for viewing on a mobile device? If not, you could be missing out on easy opportunities to drive subscriber engagement and get better results from your campaigns.

Lucky for you, optimising your email marketing campaigns for mobile can be done easily with a few nifty tips and tricks.

Don’t overdo the subject line

Hopefully you’re not writing an essay for a subject line. If you are, stop right there. Consider when and where your subscribers could be opening your email. In many cases, this will be via their mobile or tablet. Some will also be opening it on their desktop. A typical mobile device will display just 25-30 characters of an email’s subject line, while a desktop inbox will show about 60 characters.

Make pre-header text your friend

Pre-header text serves as the first line of copy to your email. Your subscribers will see it underneath the subject line, giving you the chance to provide a little more context before they open your email. Type carefully: this is another part of email marketing that could make or break whether or not your email will actually be opened.

Keep it simple

When you’re sitting in your office artfully crafting the body text of your email, it is vital you keep the copy concise. Make it a sinch for your subscribers to process your words – use bullet points or short paragraphs to get your message across and stimulate action. In the true spirit of the smartphone era, consumers are likely to be multitasking when they get your email. So be sure to make it easily digestible.

Give the call-to-action centre stage

What’s the point of creating a super slick email campaign if you make it difficult for subscribers to do the thing you want them to do? (Take action after reading it, that is). Make your call-to-action highly clickable and engaging by placing it front and centre: think towards the top of your email for best results.

Don’t suffocate the reader

One of the worst things you can do to someone who has clicked through to your email is to smother them with information overload. You’ve already made the text as readable as possible; so don’t forget the all-important links. Leave enough blank space around URLs and call-to-actions so subscribers don’t have the chance to click on the wrong link by mistake – they will get frustrated and might exit your email altogether.

Preview your work

Before sending your email out into the great yonder, send a test campaign to yourself and open it across multiple devices. This way, you can check whether it looks any good on mobile or tablet, and tweak accordingly.

Not sure how to go about creating a mobile-optimised email campaign? Get in touch.