Why Mobile Optimization is Essential: Insights From the Leading Email Signature Management Platform

With an estimated 1.7 billion people currently using mobile phones as emailing devices and 75% of individuals relying on their smartphones to check their email, the need for mobile-friendly email design is paramount for brands’ marketing strategy.

This data has inspired experts at leading email signature management platform, Exclaimer, to offer valuable insights on why adapting emails for mobile devices is crucial for maintaining consumer engagement.

Exclaimer CMO, Carol Howley, comments:

“Research shows that consumers are now interacting with their inboxes primarily through mobile devices. This means that if your email isn’t optimized for mobile, you don’t only risk alienating a large segment of your customers; you also put your brand at risk of losing customer engagement and, ultimately, revenue.

“57% of internet users say they won’t recommend a business with a poorly designed website on mobile, which arguably also extends to emails. The user experience on mobile is paramount. Businesses must consider factors like load times, readability, and responsive design. An email that loads slowly or requires excessive scrolling or zooming will lead to frustration and disengagement. Optimizing emails and email signatures for mobile is about respecting your consumer’s time and energy.” Below, Exclaimer reveals the best practices for mobile email optimization

1. Less is more 

“When crafting copy for mobile-friendly emails, being short and concise is crucial. With limited screen space and often multitasking readers, your content must be scannable and easy to digest. Use bullet points, headers, and concise paragraphs to ensure your message is clear and the action is immediately understood. The quicker you can direct your reader to your call for action, the better – for both you and them.”

2. Scale back on the imagery

“When designing emails for mobile, think of images as optional. Since many devices don’t display images by default, your email should still be effective without them. If you do use images, ensure they scale properly to the screen size to avoid disrupting the user experience. Also, use smaller image files to reduce load times and ensure that all images scale appropriately on mobile devices.”

3. Don’t keep readers waiting

“To keep mobile users engaged, your emails must load quickly; if they take too long, users will simply close and delete them. Keep your email code lightweight and compress large images to ensure fast loading times. Additionally, avoid hyperlinks that may be difficult to tap on small screens, ensure your call to action is clear, and repeat it in longer emails to guide the reader.”

Email optimization is crucial for the future of brand communications

“Optimizing your emails is fundamental to ensuring that customers have a positive experience with your brand and its content. If you can guarantee that your emails are clear, relevant, and efficiently designed, you not only strengthen your brand’s relationship with consumers but also demonstrate a commitment to providing value in every interaction. Prioritizing this approach fosters trust and loyalty, turning each email into an opportunity to enhance your customer’s journey with your brand.”