When optimizing for mobile, simplicity is the name of the game.īut why does this all matter? Because if you know what email client the majority of your subscribers are using, you can optimize your emails for that specific client. Instead, emails that render poorly on mobile will be ignored, deleted, or even worse, marked as spam. When optimizing for mobile, simplicity is the name of the game: You don’t want to overwhelm your subscribers or make them pinch and zoom in order to see and access your emails.īecause you can be sure that if your email isn’t easy to view and read on a smartphone, it won’t get a second chance to impress.
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Remember, your subscribers are on the go and every bit of your message should be understandable with even the quickest of glances. Bold images are much easier to see at a glance. Speaking of bold, feature graphics and images that are big and bold. By making your CTAs bold, you ensure your subscribers won’t have anything impeding their ability to follow through on your email. Again, everyone knows how frustrating it is when you can’t quite tap the link you’re trying to follow. Apple suggests making any buttons at least 44 pixels: the approximate size of a human fingertip. Likewise, your calls-to-action should be large and tappable. Instead, they’ll simply delete an email that isn’t easy to scroll and digest at a glance. After all, in today’s marketing landscape, you can assume your subscribers won’t go looking for anything. When optimizing for mobile, design your emails in a single column to avoid making your subscribers pinch and zoom in order to find the information they’re looking for. When you design for mobile, there are a few easy guidelines to keep in mind that won’t require too much of a shift in your email design, especially if you’re already following email design best practices.
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While a simplified and streamlined mobile email will also look beautiful and perform well on a desktop or webmail application, the same can’t be said for emails designed first and foremost for desktop viewing. When in doubt, it’s always a good idea to design for the small screen first. In fact, studies show that a majority of users will simply delete an email if it doesn’t render well. Thus, if you want to maximize the potential of your email marketing campaigns, you need to be optimizing for mobile every single time. More people check their email using mobile devices than ever before, and you can expect those numbers to continue rising.Īs the data shows, mobile accounts for the majority of opens in today’s email marketing. It’s no surprise that as mobile devices grow increasingly entrenched in our everyday lives, email, too, has seen an uptick in mobile usage. You can see this in the Reporting section of your account under Email Client Usage. Which email clients are your subscribers using?Įach time a subscriber opens an email sent with Campaign Monitor, we keep track of which email client they’re using. This means that you should keep Apple Mail and Gmail in mind when you’re designing your emails in order to provide a seamless experience for your subscribers and simplify the design process for your marketing team, especially if that team is just one person.
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In fact, Gmail just announced they have surpassed 1.5 billion users on their platform. Since determining the client in which an email is opened requires images to be displayed, the data for some email clients and mobile devices might be over- or under-represented due to automatic image blocking.Īs you can see from this data, Apple Mail and Gmail lead other email clients by a longshot. The top ten email clients (calculated from 946 million opens) are as follows:įine print: This leaderboard of the most popular webmail, desktop, and mobile email clients is compiled from data collected worldwide by Litmus Email Analytics, and displays up-to-date figures for the top 10 email clients as of November 2018. So what are the most popular email clients out there and how do we know which ones your subscribers are using? Thankfully, modern email design tools like Campaign Monitor take much of the guesswork out of crafting a beautiful and function email and you can know how your email will render before you ever push send.Įven so, it’s still important to know where your subscribers are reading their emails in order to maximize how many of your emails are landing in the right inboxes and how they look and perform when they get there. On more than one occasion, we’ve successfully anticipated changes to how these email clients read and support email designs.īut most email marketers today aren’t coding their own emails from scratch. And we’ve spent years chronicling our issues with coding and designing emails in Microsoft and Gmail. With the plethora of email clients out there, marketers have to account for a lot of variables when creating their emails.