How to optimise email for all environments in a mobile world

14 Nov 2014 By Zoe Catchlove

Mobile is huge. 49% of people use it to access their emails. What's more, "people are becoming less and less tolerant of crappy experiences on mobile screens" says Justine Jordan, MD, Litmus. So, if we're going to spend the time and money to communicate with people on their mobiles (let's face it, there's no choice anymore as people will contact you via their mobile device regardless if you contact them!) then as marketers we need to get more savvy with the user experience we're creating for them. Here's a great presentation showing you the finer details of how to do just that.

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HOW TO OPTIMISE EMAIL FOR ALL ENVIRONMENTS IN A MOBILE WORLD

MOBILE IS BIG — BUT JUST HOW BIG EXACTLY?

According to Justine Jordan, Marketing Director, Litmus, 49% of people access emails through smartphones. This number has grown fivefold from 2011, and continues to climb as new technology reaches more people.

At MarketingSherpa Email Summit 2014, Jordan presented an industry perspective session on how to combine content and design to create an engaging and functional email program on mobile.

"By improving the email experience on mobile, their websites saw higher visits because of that experience," Jordan explained as she provided a case study of how one company implemented responsive email design and achieved its highest traffic level ever on its site.

Jordan dove into every element of the subscriber experience on mobile, from subject lines to CTAs, to help you take your efforts to the next level. She also covered the top mobile devices and provided insights on how to leverage their unique characteristics to make mobile email work best for you.

This practical how-to session also includes what marketers need to know about responsive design, and some inspiration and examples from companies that are doing mobile email right.

Click on the image below to watch the full presentation.