Tips on Optimizing for Mobile – Responsive Design & Subject Lines

Angela Cheong
May. 23, 2013 by Angela Cheong

Weekly Email Marketing News Digest

We are taking a look at the relationship between optimizing for mobile and responsive design this week with the key challenge being the smaller screen size. Designing for the mobile age has become a particularly important topic due to studies that reveal statistics such as 69% of email opens on the mobile.

We’ve also snuck in Chris Penn’s take on the confirmation opt-in debate for readers who are still following that news thread.

Mobile Marketing And Email: 4 Ways To Use Them Together

Here are 4 ways to ensure the integration of mobile and email marketing.

  • Mobile Email: Make sure messages are readable on a smaller screen.
  • Mobile Sites and Apps: Ensure that you either have a mobile site or app that is easily accessible for visitors reading off smaller screens.
  • Location-Based Check-Ins: Tie email campaigns to check-in deals.
  • Geo-Targeted Ads: Consider sponsored search with keywords related to your brand.


Responsive Email Design: The Ins And Outs (article removed from original site)

Here are some mobile design best practices:

  • Design using large fonts (14px for body copy and 22px for headlines)
  • Clear call to action
  • Consider a single column
  • De-clutter the screen and provide minimal options for links
  • Have mobile-friendly landing pages


Optimizing for mobile? Don’t forget your subject line.

While you may be busy coding a new email template that is mobile-friendly, it’s important to keep subject line lengths in mind. Due to the smaller screen size, it’s best to keep your subject lines to 20-30 characters. Here are a couple of examples.


Mailbag: Single or Double Opt-In For Email?

Christopher Penn outlines the three different types of opt-ins used for email lists and gives his take on which works best for him. The choices?

  1. Single opt-in: Fill in a form and you’re subscribed to the list.
  2. Notified single opt-in: Fill in the form, you’re subscribed to the list and you get an email confirmation with an opt-out link.
  3. Double opt-in: Fill in the form, you get an email requesting confirmation by clicking on a link

For more information on the list confirmation debate, do check out The Debate on Confirmation Opt-Ins: Are they always necessary?

Responsive Web Design Infographic

Here’s a great infographic that explains the key features of responsive design.


Interested in finding out more about engaging your customers through mobile? Check out The New Communications Standard!

The New Communications Standard whitepaper

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