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Brands should adapt their emails for mobile

According to research from “The Mobile Movement”, quoted by email marketing platform Adestra, more than half of UK consumers aged under 35 read emails from brands on their mobile devices. In addition, more than four in five smartphone owners read and send emails via their devices. These figures highlight the necessity for brands to deliver their emails in a mobile-friendly format, Adestra claims.

Brands should anticipate the main problems that may occur when delivering emails on mobile and be prepared to deal with them. The most common issue that can prevent users from reading an email is if the text is not properly displayed. A useful rule to stick to is to keep it simple and to-the-point. This increases the chances of having the entire text displayed properly on a mobile screen.

One of the key factors for an effective email is the call to action. When users read messages on mobile devices, they may miss the call to action if it is not properly placed. Putting it at the top is a good idea but brands need to be careful – its size should be big enough to ensure that clicking on it is possible but it shouldn´t be too big as to hide the rest of the text. Brands should also make sure that their email is rendering equally well on mobile and PC, so using a mobile compatible template is recommended. This way the emails will be automatically resized if opened on a smaller screen, Adestra explains.

And getting your email to display on mobile is just one part of the story. Once your audience can access it, it's important that the content is concise and immediately engaging to reflect the nature of their browsing – quick, easy and on-the-go. 

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