Consider mobile devices when advertising via email

Despite the fact that email has been around for approximately 30 years, it's still a massively popular way of communication. Whether that means shooting a quick blurb to friends or family member, or speaking to coworkers, email is easy and quick.

Because of the popularity of the mode of communication, many small corporations chose email marketing as a primary means of advertising to patrons. In choosing to take this strategy, enterprises can establish themselves as thought leaders, divert traffic to their websites and provide customers with pertinent information and suggestions.

This tactic is very lucrative and often spells success for companies with little expense paid out. Many enterprises have set strategies by this point – they know where to go for content ideas, which templates to use and when to send for best results.

Now more than ever, with so many people are always on the go, numerous individuals check their inboxes on their smartphones. Unless marketers optimize the size of text, graphics and other features for viewing on the small screens of cellphones, the newsletters may appear jumbled or go unread, ending up in the trash or spam folders. To make sure campaigns are successful, advertisers need to know what to do to ensure success on smartphones.

Link differently
In-text linking can present a problem to an email read on a mobile phone, while the strategy is acceptable if businesses can ensure the messages will only be checked on a traditional computer or laptop screen. According to Business 2 Community, marketers can choose call-to-action buttons instead, placing them at the end of an email newsletter. They can link to the company's social media platforms, or other symbols can be picked that lead to the enterprise's website.

Test on different platforms
Business 2 Community stressed the importance of testing the viewability of the message on phones. The news provider recommended paying special attention to the way graphics and templates load and if the layout is skewed because of the size of the screen. The source said that both text boxes and pictures may need to be shrunk, paying special attention to the effects of pixelation.

Additionally, marketers should plan on checking the emails hosted by different providers on cellphones. For example, they're going to want to make sure the communications are visable via providers like Hotmail, Google, AOL, Yahoo and some others on various devices, like iPhones, Androids and BlackBerrys.

Skip long subject lines
Common thought has it that the subject lines of newsletters within an email marketing campaign should be descriptive and give readers an idea of what the communication is going to talk about. This means that from time to time subject lines can be a little wordy, thought it's not always a good practice.

However, ClickZ reported, this is a mistake marketers optimizing for mobile cannot afford to make. The source said that because the screen is smaller than usual to begin with, an extended subject line can push the main text of the message down farther, forcing consumers to scroll down to access the body of the email. They might abandon the communication rather than taking the time to let things load and scroll.

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