The question for every email marketer is how much of your audience is reading your email via mobile devices. The answer will dictate the priority you should give to optimizing your messages for this channel.
After online marketing, mobile marketing is next big thing in digital marketing. Mobile devices present a limited environment. We need to optimize email for mobile subscribers. Here are the tactics he suggested:
1. Measuring the traffic will give you a better understanding of how much your online audience (though not your email audience) is reaching you via mobile. Looking specifically at the traffic to your email marketing landing pages will give your team more insight into its mobile email readership — especially if these pages are only used with emails.
2. Create an email template that will cleanly render on as many of your audience’s devices as possible and clearly communicate your message.
3. Take a look at how your current emails render on mobile devices before diving into a redesign. You can use software tools to test rendering across an array of devices. Or you can gather as many phones as possible and test manually.
4. Landing pages have to be optimized for conversions for traditional and mobile visitors. This presents a unique challenge for landing page optimization. Mobile visitors are an additional audience with completely different needs. Your team should run many tests to get your designs right.