Most people now open email on a phone first. Design each marketing email for a small screen first, then check that it also works on a computer.
Learn this skill in the course Content Marketing (MC-CM).
Signs that your emails do not work on phones
- Readers zoom in or scroll sideways to read the text.
- Buttons are too small to tap, or two links are too close together.
- Open rates are acceptable, but few people click.
- The main message is inside an image that does not load.
Design a mobile-first email in six steps
- Use one column. A single column reads well on a phone and stays tidy on a computer.
- Put the main point first. Write a short subject line and preview text. Put the key message and the action near the top.
- Make the text easy to read. Use a body text of about 16 px, short paragraphs and clear headings.
- Make buttons easy to tap. Use one main button, at least 44 px high, with space around it.
- Do not hide text in images. Some email apps block images. Add alt text, and keep the important words as real text.
- Use a responsive template and test it. Most email services have drag-and-drop editors with responsive templates. Send a test to an Android phone, an iPhone and a computer before each campaign.
Why this matters for small teams
A small business does not need a designer for each email. A tested responsive template, used again for each campaign, gives a professional result and saves time.
What to do this week
- Open your last marketing email on your phone. Note each problem.
- Check what share of your readers open email on a phone, in your email reports.
- Select one responsive template and use it for your next campaign.
