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Mobile devices such as smartphones and tablets are becoming ubiquitous objects in everyone’s lives, and that means the most successful email marketing campaigns will often be those that nail down some key B2B email marketing best practices for mobile devices. According to recent statistics collected by Econsultancy.com, 50% of cell phones in the United States are smartphones, and 88% of people use their mobile phones to check their email daily. Furthermore, according to their research, 63% of Americans would either close or delete an email that was not optimized for their mobile device.
So what does this mean for you and your business?
Simple: If you’re not optimizing your email marketing messages so that they can be easily read on smartphones and tablets, then many of your subscribers are going to miss or ignore you. But don’t worry – we have some B2B email marketing best practices you can put to use to make sure your emails are easy to read on mobile devices.
B2B Email Marketing Best Practices: Tips for Going Mobile with Your Message
- Keep It Simple. In order for an email to be easy to read on a mobile device, it’s got to be clean and simple. Cut out any unnecessary information, scale navigation down to a minimum, and include only the most important images in your message so no valuable screen real estate is wasted and the viewer can easily see everything you want to tell them. You can also consider offering a plain text version of your message.
- Make Sure to Include Alt Tags for Images. Many mobile devices automatically block images and will only display them in the user actively chooses to have them display. Make sure that you have a good description of the image in your tags so that it shows up in place of the blocked image and the user still gets a good idea, right away, of what you’re trying to convey.
- Space Out Your Links. Bunching links close together makes them harder for users to navigate, especially when using a touch screen on a smaller smartphone. Spacing links out well ensures your users will be able to easily tap the links they want to check out.
- Pay Attention to Colors. While a desktop or laptop monitor will display colors differently from user to user, the differences are usually slight. Not so with mobile devices, which cover a broad range of sophistication in terms of technology. The iPhone, for example, can display richer graphics and colors than a Blackberry can, but the Blackberry is still one of the most popular devices for businesspeople and executives. Make sure that any colors you use are simple enough to be easy to view on a variety of different devices.
- Make Sure Your Call to Action is Easy to See and Access. The CTA is arguably the most important part of any sales communication, so make sure your mobile emails display your CTA in a prominent, easy to tap/click/trackball spot.
And there you have it – 5 B2B email marketing best practices you can put to good use any time you and your business want to go mobile with your message!
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