Mobile Marketing 2012—Are You Ready? (Part 4)
ComScore found that while Web-based email declined
significantly throughout 2010, mobile email surged 36 percent from the prior
year. To cater to these mobile users, follow the best mobile usability and
accessibility rules:
Short wins. Smartphone screens are small, and each line is
valuable. Be brief and get your message as high up in the email as possible.
Focus on the subject and sender name. In the mobile world,
there’s little or no preview pane to see the message body. As a result, a
message’s subject and sender name take center stage. Choose a recognizable name
for the “from” field and use your subject line as effectively as possible (keep
it less than 30 characters).
Consider plain text. As marketers, we want to make things
pretty and opt for HTML. However, this practice falls flat in many situations
on mobile devices. Consider sending plain text email, particularly for anything
that must get into people’s hands, such as account activations, password
retrievals, and alerts.
No comments:
Post a Comment