At the time of make a sale online, either by means of a computer or a mobile phone, you are always asked for a email to customer, primarily with the aim of maintain a means of contact where both he and we can communicate if there are any problems, problem or doubt regarding the purchaseFurthermore, this point of contact has become the axis of numerous loyalty and remarketing strategies geared towards mobile ecommerce.
But also these emails can be used for the sending newsletters, offers, promotions and other information that encourages the customer to make a purchase again, nurture the relationship and increase the customer lifetime value. Thanks to the automationIt is possible to chain messages that accompany each user according to their behavior: from the first visit to recurring purchases.
However, there's a problem that many business owners don't immediately see. With the rise of smartphones, most people check their email from mobileespecially those emails they consider less important, such as advertising or newsletters. Many of these emails contain images, graphics, and multimedia content that are sometimes incompatible with mobile phones or are not properly formatted. properly adapted to small screens.
On these occasions, not only is the opportunity to send you that valuable customer informationBut the brand is also damaged by sending emails with no visible information, poor formatting, or tiny text, which only end up being annoying. All of this negatively impacts the open rate, CTR, and conversions, in addition to worsening the sender reputation before mail providers.
The solution to this problem is quite simple, just create mobile optimized emails. This is achieved by adapting the HTML code for mobile devicesUsing responsive designs, legible typography, and lightweight structures, keeping in mind that they will be read on smaller screens where the finger acts as a mouse. Therefore, the design must be simplified, superfluous elements avoided, and emphasis placed on... much larger and more visible call-to-action buttonswith enough space around to avoid accidental touches.
The images must weigh little to be able to load with the mobile data networksand avoid including text in images in case they fail to load. This text should be short and legible, readable without zooming. Finally, if you're going to include links to external pages, it's advisable to leave a margin of several pixels between each of them to avoid pressing the wrong one, and check their correct functioning in different email clients before launching the campaign.
Why mobile email is critical for ecommerce
Today, Mobile Technology It's a huge trend… it's massive and completely integrated into daily life. Various studies in the email marketing industry show that More than half of emails are opened from mobile devicesThis includes smartphones and tablets, and reflects the fact that more and more people are using these devices to open and check their emails several times a day.
As you can see, it is very necessary to have Optimize your emails for mobile devicesA mobile email marketing campaign involves much more than simply sending emails: through email, we communicate with our customers and potential customers, reaching them not only at their homes and offices, but also in their pockets while they travel or work. These are messages designed specifically for them, allowing us to... Interact, provide valuable information and build loyalty with a single click.
What many businesses overlook is that running a good email marketing campaign is already a challenge, and that adapt it to any mobile device It adds an extra layer of complexity. Multiple factors must be considered: avoiding falling into the spam folder, ensuring the design is legible on small screens, guaranteeing reduced loading times, and maintaining consistency with the brand identity.
In this context, elements such as create an attractive subject, to choose the best time to ship, find the suitable tone, take care of the image and layout, write a creative and relevant text, and properly segment the target audience so that each user receives only what they are truly interested in.
Strategic keys before designing the mobile email
Before getting into the visual and technical aspects, it is essential to define the email marketing strategy applied to mobile ecommerce. It's not just about making the email "look good" on the mobile, but about ensuring it fulfills a clear business objective and measurable.
As with any marketing objective, if you don't know where you're going, it's impossible to know how to get there. Therefore, the first step in creating mobile-optimized emails is set a specific goal per campaignTo do this effectively, it is advisable to:
- Identify what you want to communicate: product launch, special discount, shopping cart reminder, educational content, etc.
- Define what action the user should take: buy, reply, download, register, visit a page, etc.
- Determine what is most important in the message to prioritize it at the top of the email.
- Order the content hierarchy, prioritizing the main benefit and leaving the details in the background.
- Defining what success means: opens, clicks, direct sales, leads captured or other key metrics.
The key here is to be clear about what the main proposal that the user must understand in just a few seconds. On mobile screens, attention spans are very short, so the message structure must allow the user to grasp the benefit at a glance and clearly see the next action.
Mobile-first design: CTA, text, layout, and images
The design of an email for mobile ecommerce should follow a clearly defined approach. mobile firstThis means that everything, from the subject line to the last link, is planned with the mobile device in mind first, and only then the desktop.
Make the Call to Action easy and accessible
The last thing you want is for the CTA is confusing or difficult to clickOn mobile, the call to action should be the most obvious element of the template. To achieve this, it's advisable to:
- Use a clear and direct language on the button, indicating exactly what will happen: "Buy now", "View offer", "Complete order".
- Use large, high-contrast buttonsthat stand out against the background and the rest of the elements.
- Place the links independently, separated from the body of the text to avoid accidental clicks.
- Dejar enough space around the button (padding and margin) so that it can be pressed comfortably with the finger.
- Make sure that the The destination landing page is also responsive., fast and consistent with the email message.
Message clarity and scannability
Nothing is more off-putting on a mobile phone than an email with huge blocks of small textThe reader must understand the essence of the message in the first three secondsSome good practices:
- Come to the point from the very first sentence, avoiding long introductions.
- Avoid paragraphs that are too long and divide the information into small blocks.
- Use subtitles and separators Visuals to guide reading.
- List key information with bullets or numbering to facilitate diagonal reading.
- choose a proper font size (around 14px for text and larger for headlines) that is legible without zooming.
Layout usable on touch screens
If the design is not usable, it is not useful. It should always be designed with usability in mind. final customer experience. It is important:
- Use a simple grid to structure the content, avoiding complex layouts.
- Create reusable content blocks that facilitate maintaining consistency between campaigns.
- Limit the number of columns, prioritizing the single column design for mobiles.
- Minimize decorative elements that do not contribute to the conversion.
- Align the text to the left whenever possible to facilitate reading.
Making images work on mobile
Images can determine the success of your email marketing campaigns. The brain processes visuals much faster than text, so it's essential that the images are effective. reinforce the message instead of hindering it. To optimize them in mobile ecommerce:
- Use whenever possible actual HTML text instead of text embedded in the images, to ensure readability even if they are not downloaded.
- Take care of file weight, compressing the images without appreciable loss of quality to speed up loading.
- Plan how to They will adjust the images to fit the screen.preventing them from being cut off on narrow devices.
- Keep a sufficient scale (approximately 75% or more of available width) so that the products look good.
- Complement the image with descriptive text and a nearby CTA to guide the action.
Mobile-focused email marketing optimization might seem strange or little-known, but as the smartphone market continues to grow, so does the need for emails to be optimized for mobile devices. perfectly adapted to your screensCompanies that are knowledgeable about technology and digital evolution are already focusing their efforts on this point to improve your customer experience and maximize revenue from the email channel.
Additional best practices for mobile ecommerce campaigns
Before we get to the technical tips, it's worth remembering that there are several ways to send emails. The most common and informal is the email of the type plane text, where the email content is simple, with links displayed as URLs or linked text, while the other type is known as HTML, used for more commercial and corporate purposes, where greater prominence is given to design through images, headings, buttons, columns, etc.
Each type of email has its own ideal audience and purposeand will have a different impact depending on the reader and device. Many specialists combine both formats: well-optimized HTML promotional newsletters and more personal or follow-up emails in plain text to increase the feeling of closeness and improve deliverability.
Specific tips for mobile devices
- Make sure the email is simple and directFrom the subject line to the content, the shorter and clearer, the better for the mobile user.
- Offer easy-to-use links and buttonsIt is recommended that the touch buttons have minimum dimensions similar to those proposed by Apple (around 44 x 44 pixels) to facilitate clicking with the finger.
- Take care of Font size so that it is not an obstacle, maintaining optimal readability on any screen.
- Do not exceed a reasonable number of characters per line and in the subjectso that it displays correctly on mobile devices without cutting off key information.
As always, best practice is test and measure resultsIntegrated analytics tools in email marketing platforms allow you to know from which devices emails are opened, how long users stay in them, which links receive the most clicks, and at what points the user is lost.
Finally, remember that the landing page This will be the content users will consume after clicking on the email. Therefore, it is essential that this page also has Optimized to display correctly on a mobile devicewith minimal loading times, easy navigation, and purchasing processes adapted to touchscreens.
By applying these strategic and design guidelines, email ceases to be a simple communication channel and becomes a key traffic and sales engine in your mobile ecommerce, capable of generating a very high return on investment when executed with a focus on the mobile user.
