70% of all emails are now opened on mobile and scrolling on a touchscreen is a completely different experience to using a desktop. Users can interact with content anywhere and anytime and their location, the lighting, sounds, distractions etc. will all have an impact on how our messages are perceived. Additionally, a study by Litmus found that 80% of people will delete an email that doesn't look good on their mobile device.
Although that is worrying, the good news is that there are some very simple changes that you can make to your campaigns to avoid them getting deleted. Benchmark Email recently partnered with Edisonda to study mobile eye-tracking in email marketing and the resulting report gave up a selection of useful points to bear in mind when designing the text, images and layout of your campaigns.
- Position of introductory text - this is best placed above the image (left) rather than below it (right)
- Size of introductory text - has to be bigger than the rest o the text so it is noticed earlier
- Text length - keep it short, so it is easily perceived and scanned
- Paragraph length - break up the text into several shorter paragraphs, so the reader is less distracted and more focused
- Text alignment - text is more easily read and scanned when it is left-aligned rather than centre-aligned
- Numbers. Numbers written as a numeral (i.e. “50” rather than “fifty”) have more impact. Bear this in mind when deciding whether to write “half price” or “50% off” for example
- Images of faces - humans are drawn to faces and this experiment showed how using an image of a face in an email campaign absorbs almost all of the recipient’s attention. So image focus should be on your product or service
- Logo location - placing the logo on the top left corner or in the centre is more effective than placing it on the top right
- Call to Action location - placing the CTA closer to the main image may mean the CTA receiving more attention than when it is further away