Mobile user experience is becoming increasingly important, so it's essential to optimise your marketing emails for mobile and tablet screens.

1. Optimising email for small screens
b-v.co.uk
bandv | June 2016

2. 2 Optimising email for smaller screens | bandv | June 2016
Tailoring your marketing
emails for mobile users
is more important than
ever…

3. 3 Optimising email for smaller screens | bandv | June 2016
Higher share of mobile opens
(57.2% vs. 51.7%)
Stronger mobile click-to-open
rates (16.2% vs. 10.4%)
Greater share of mobile click-
throughs (58% vs. 46.7%)
The impact of responsive design on
mobile performance
Source: Yesmail 2015

4. 4 Optimising email for smaller screens | bandv | June 2016
Smartphones and tablets represent a
large part of email engagement,
conversions and revenue.

5. 5 Optimising email for smaller screens | bandv | June 2016
Smartphone vs desktop engagement
Source: Moveable Ink

6. 6 Optimising email for smaller screens | bandv | June 2016
Mobile email will account for 15 to 70% of email
opens, depending on your target audience, product
and email type.
Source: eMailmonday, 2016

7. 7 Optimising email for smaller screens | bandv | June 2016
Sources: Litmus 2016, Yesmail 2015
55% of emails are opened using a mobile device.

8. 8 Optimising email for smaller screens | bandv | June 2016
In Q4 2015, mobile devices accounted for 49.2%
of all email clicks, up from 40.6% in Q4 2014.

9. 9 Optimising email for smaller screens | bandv | June 2016
75% of Gmail users access their accounts on mobile
devices. Gmail now has 900 million users.
Source: Google/TechCrunch “I/O developers conference” 2015

10. 10 Optimising email for smaller screens | bandv | June 2016
Focus on providing excellent user experience
for all screen sizes for the best results!

11. Want to optimise your emails for
smaller screens?

12. 12 Optimising email for smaller screens | bandv | June 2016
Here’s our 5 step process:
1.
Layout
2.
Design
Features
3.
Content
4.
Subject
and
Preheader
5.
A/B
Testing

13. 1. Layout

14. 14 Optimising email for smaller screens | bandv | June 2016
Make sure your
design is
responsive

15. 15 Optimising email for smaller screens | bandv | June 2016
Keep it clear and
minimalist
with a single column format

16. 16 Optimising email for smaller screens | bandv | June 2016
320-550 px
is the optimum width

17. 2. Design Features

18. 18 Optimising email for smaller screens | bandv | June 2016
Choose a ‘safe’
font
like Arial or Helvetica

19. 19 Optimising email for smaller screens | bandv | June 2016
Ensure buttons and
calls-to-action
are prominent

20. 20 Optimising email for smaller screens | bandv | June 2016
44 px x 44 px is the minimum button size for
easy tapping.

21. 21 Optimising email for smaller screens | bandv | June 2016
Use
clear graphics
with little fine detail

22. 3. Content

23. 23 Optimising email for smaller screens | bandv | June 2016
Be concise, so
your copy is
scannable

24. 24 Optimising email for smaller screens | bandv | June 2016
Arrange items in a logical
order, with the most
important content at the top

25. 25 Optimising email for smaller screens | bandv | June 2016
Structure content with subtitles

26. 4. Subject and Preheader

27. 27 Optimising email for smaller screens | bandv | June 2016
Optimum subject length
is 6-10 words generally,
but 6-7 is best for mobile.

28. 28 Optimising email for smaller screens | bandv | June 2016
In the UK, people are 63% more likely to open an
email with an emoji accompanying the subject line.
Source: Mailjet, 2016

29. 29 Optimising email for smaller screens | bandv | June 2016
Keep subject and preheader
related to email content
Subject
Preheader

30. 5. A/B Testing

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Test different options for copy, call-to-action
text, subject and preheader

32. 32 Optimising email for smaller screens | bandv | June 2016
Compare results and pick the winners

33. 33 Optimising email for smaller screens | bandv | June 2016
Optimise your strategy

34. Want to optimise more than just your
email marketing?

35. Click to download our eBook:
4 ways to optimise your
inbound marketing
Download nowAbout us
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over 30 years, our mission is to create marketing that you and your customers
will love.
Ensure your marketing is on point in 2016. Contact us today to arrange your
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