Email Marketing Goes Mobile: How to Deal with it!

By on September 5, 2012

Every entrepreneur or marketing department working on DEM (Direct Email Marketing) campaigns has to face the truth: email marketing’s nature has drastically changed since the rise of smartphones. In fact, both smartphones and tablets have dramatically changed the way we read, understand, and react to the many emails received every day.

First of all, the very first constraint of email marketing (the desktop computer, and the idea that your reader will be sitting in front of it) has changed. People do not read their emails by sitting at their desks anymore. People read their emails everywhere and at any time.

Just consider how much push notifications have changed the way we approach information. It’s no longer you looking for the information – it’s the information looking for you. Also, emails follow us to our beds, on the bus, on the train, while walking, and unfortunately, for some people, even while driving. Marketers should learn how to use this in their favor by scheduling campaigns by asking themselves: Now that people can read this anytime, anyplace, will people prefer reading about this at 10 pm or at 8 am?

Secondly, it’s now more important than ever to consider the size of the screen. It’s not the desktop or laptop screen anymore. It’s a tiny 4.5 x 2.3 in. screen. This, of course, has consequences for your email campaigns as well.

Here are 5 tips for optimizing your mobile email marketing:

1) Email subject: Less is more. People will immediately see the sender, the subject line and the pre-header. You should write some catchy content that encourages the reader to open the email.

2) Test, test, test: Test the readability of your emails on as many devices as possible. Check that all the images load perfectly and that your reader will not encounter any frustration while reading. This has to be one of your first concerns.

3) Body: Again, less is more. Remember that people might be in a hurry and not willing to read a long story. Just say what you have to say in fewer characters. The message will be even stronger. Within the body of your email, make sharing super easy. If your reach your reader, you could potentially reach all of his/her friends with a proper social media integration.

4) Responsive layout: Don’t forget that layout is not stagnant anymore. With the right technical skills, it is now possible to create an email that’s layout changes according to the device used to read it. On a smaller screen, the order of the elements will change to improve the readability.

5) Analyze, analyze, analyze: Observe the click-through data of each email you send, and, of course, do it according to the different devices used to read it. You might find out that one theme or approach performs better in emails read from mobile devices from 9 to 10 am. Use this data for your future campaigns, and keep testing and improving.

There are many details to consider when approaching mobile email marketing, but in many ways, it’s the same as any type of marketing campaign. Think about your audience, test, analyze, and repeat. What other tips do you have about mobile email marketing? Share with us in the comments below!

Join Us in the Conversation...

We'd love to know your thoughts on this article.
Meet us over on Facebook, Google+ or Twitter to join the conversation right now!

Adam Toren

About Adam Toren

Adam Toren is an Award Winning Author, Serial Entrepreneur, and Investor. He Co-Founded along with his brother Matthew. Adam is co-author of the newly released book: Small Business, Big Vision: “Lessons on How to Dominate Your Market from Self-Made Entrepreneurs Who Did it Right” and also co-author of Kidpreneurs.


  1. Thomas @ Mobile App Tycoon

    September 5, 2012 at 2:01 pm

    I also think another thing that helps is sending a plain-looking email. No fancy HTML designs, sidebars, etc. Just a simple email with text – much easier to read on a mobile device in my opinion and I think it will help get more people to read your message through as well.


  2. Steve Pronger

    September 5, 2012 at 4:41 pm

    Agree with Thomas. For email marketing via mobile to work for me it has to get back to the basics…a strong message that answers the question “what’s in it for me?” and a clear CTA.

  3. Audrey Abbey

    September 5, 2012 at 11:36 pm

    Mobile internet marketing is widely use nowadays, Email marketing is one of the most convenient way to market products and services. Thanks, Adam for the following useful tips.

  4. chase christensen

    September 7, 2012 at 10:55 am

    I like your site!

  5. Chris Hexton

    September 7, 2012 at 2:54 pm

    I’d also add that it is’ important to define a yes or no call to action. On top of keeping the email as short as it can be, make it a no brainer for the person to click through at the end of the email.

    For example, if you’re advertising a recent offer on your online store, have a button at the bottom that plainly says ‘Grab the offer now’ or ‘See the sale before it ends’.

    Don’t forget to have a website that is itself ‘mobile-friendly’ if you find a lot of your subscriber-base uses their mobiles to read emails and browse the site. This is getting easier and easier particularly on well-used platforms like WordPress.

    Remember, people find it easier when they don’t have to make decisions (it’s human nature!)

    • Matthew T

      September 8, 2012 at 12:04 am

      @Chris Thank you for the excellent points and for taking the time to post this info! Cheers!

  6. Elina

    September 10, 2012 at 12:27 am

    I found lots of necessary info about email marketing. Just bookmark your blog for more explore! Thanks a lot Adam.