Mobile devices (excluding tablets) constituted 58.33% of global website traffic in the first quarter of 2023. Mobile usage is dominant for accessing online content, indicating that many healthcare consumers read emails on their smartphones. Optimizing for mobile allows healthcare organizations to keep up with digital communication trends.
The role of mobile optimization in HIPAA compliant email marketing
An article titled, A Survey of Performance Optimization for Mobile Applications, provided the following view of mobile optimization from the developer's perspective was illustrated: “To ensure the success of an application (e.g., whether it will be used, updated, or uninstalled), developers aim to maximize user experience quality, and, consequently, user satisfaction. User satisfaction is mainly influenced by functional (Does the application operate as the user expects?) and non-functional (How does the application perform?) application characteristics. Examples of functional issues can include missing or buggy features (e.g., a game application that functions in a different way than presented in its description).”
Mobile optimization is necessary in HIPAA compliant email marketing for healthcare organizations to enhance patient engagement and satisfaction. It involves:
- Crafting brief, compelling subject lines and pre-header texts
- Ensuring call-to-actions (CTAs) are easily accessible at the top of emails with clickable buttons
- Adopting a clean design with larger fonts and a single-column layout for better readability on mobile devices
- Using high-quality visuals and videos that are optimized for small screens
These strategies improve the mobile user experience and streamline operations and can lead to more successful email marketing campaigns.
See also: Top 12 HIPAA compliant email services
Key areas of effective email mobile optimization
- Responsive design
- Concise subject lines
- Engaging pre-header text
- Clear and prominent CTAs
- Single-column layout
- Optimized images and videos
- Legible font sizes
- Minimalist design and adequate spacing
- Fast loading times
- Tested across devices and email clients
- Accessible and inclusive design
How to implement mobile optimization in HIPAA compliant email
Use a responsive email design:
- Choose or design email templates that are responsive, meaning they automatically adjust to fit the screen size and resolution of the device being used. This makes sure that your email content is easily readable on both desktop and mobile devices without the need for zooming or horizontal scrolling.
- Regularly test your emails across different devices and email clients to provide compatibility and to identify any issues with the layout or readability.
Optimize content for mobile:
- Keep subject lines short and compelling. Utilize pre-header text effectively to give readers an idea of what the email contains, encouraging them to open it.
- Given the limited screen space, it's necessary to make your message clear and concise. Prioritize the most important information at the beginning of the email.
- CTAs should be prominently placed and easy to click on a mobile device. Using buttons rather than links can make it easier for users to take action.
Make sure images and videos are mobile-friendly
- Compress images and videos to reduce file size without sacrificing quality to make sure they load quickly on mobile devices.
- Use descriptive alt text for images so recipients know what the image is supposed to convey, even if it doesn't load.
- If embedding videos, make sure they are viewable on all devices. Consider linking to a video instead of embedding it directly to provide compatibility.
Adopt a clean, simple layout
- Use a single-column layout for your emails. This makes your content more flexible and easier to navigate on smaller screens.
- Use a larger font size for better readability on mobile devices. A minimum of 14px for body text and 22px for headings is recommended.
Links are mobile-friendly
- All links in your email should be tested to make sure they are mobile-friendly and lead to pages that are optimized for mobile devices.
- Make buttons large enough to be easily tapped with a finger, avoiding the frustration of trying to tap a too-small link.
See also: What is email deliverability optimization?
FAQs
How often should healthcare organizations update their email templates for mobile optimization?
Healthcare organizations should periodically review and update their email templates for mobile optimization at least once a year, or whenever major changes in mobile technology or email client functionalities occur.
What are the privacy implications of tracking open rates and other metrics in HIPAA compliant emails?
Tracking open rates and other metrics in HIPAA compliant emails must be done carefully to make sure that the use of tracking technologies does not compromise patient privacy or inadvertently disclose protected health information.
Kirsten Peremore
