4 ways to tailor your marketing messages for mobile devices

Litmus says 53 percent of email is opened on a mobile device. Google says 75 percent of its Gmail users access their accounts this way. Given that most consumers read email on smartphones and tablets, have you adjusted your marketing tactics?

Here are four strategies for creating powerful email marketing messages that work well on small screens:

1. Be concise.

Brevity is always a good thing, but it’s essential for messages that are read on mobile devices.

Keep your messages simple and break them into short, easily consumed chunks that can be scanned quickly on the go.

This rule also applies to the subject line. A typical desktop inbox displays about 60 characters of an email’s subject line, but mobile devices show only 25-30 characters.

Limiting your subject line to 30 characters or less can be challenging. One way to capture the reader’s attention in only five or six words is to pose a question or otherwise engage the reader. These recent subject lines captured our attention effectively:

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2. Use a mobile-friendly format.