Optimising Your Emails for Mobile

If you’re reading this and thinking, “Emails for mobile? Isn’t it all just text?”, then this is an article you’ll definitely want to read. Contrary to popular belief, an email is much more than just text. In fact, considering that over 50% of emails are opened on mobile devices, the way your mobile email is structured could have a direct effect on your business’s profitability.

Where are you going?

Setting a goal will not only tell you where you want to go, but it will help you decide on the steps to take to get there. For mobile emails, all that’s needed is to figure out what you want to tell your customers. Then, think about what you want them to do after reading your email. Third, determine the elements that are critical to your message. Fourth, a hierarchy for content must be determined. Finally, write down your definition of success.

Easy CTA

Don’t distract the reader with a confusing or complicated call to action, or one that’s difficult to take. Instead, speak clearly and directly. You can also use buttons that are large and bold. Standalone text links also work well, but ensure there is enough space between each link so that users always click the ones they fancy. Finally, ensure the CTA in your mobile email and your landing page match.

3-Second Clarity

You have only 3 seconds to make your message clear. That means you must get to the point. Also, you’ll want to avoid using text blocks. Instead, make use of dividers, rules and subheads, as well as easy-to-read text. Any lists you may wish to include are most effectively consumed on mobile if they are bulleted, numbered or marked with icons.


Hand in hand with a clear message is the layout your email will have. In fact, having easy to read elements like content and calls to action can go a long way to helping you determine your layout. The most important thing to consider is that you should never use more elements or columns that what you specifically need. Ensure left alignment when possible, and create areas of reusable content.


The brain adores images, so much so that 90% of the data your brain processes is visual. The images you use in your mobile emails will, therefore, be critical. First and foremost, your images need to support your text. Using system text and HTML elements will give your images a much better chance of showing up on all devices. But that doesn’t mean you should overload your message with them; the more images your email has, the bigger its file size will be.

Understanding how mobile screens will ‘slice’ images is another important thing to consider, as is the scaling of your images; no image should be scaled below 75%.

With mobile usage on the steady increase, there is no better time to either create a new mobile strategy or refresh an existing one.