Making an email mobile-friendly allows 43% of recipients who access their emails on mobile devices to engage with their healthcare providers easily. An email is mobile-friendly when it uses several techniques like responsive design and concise, easily readable content.
Responsive design creates an email that adapts to different screen sizes and devices. This approach involves using flexible layouts and scalable images. A 2022 Springer Nature study offered an introduction to the purpose of responsive design in web design, “The purpose of responsive design is to provide access to the content of websites from all devices. The users should be able to access the content of websites regardless of the device used.” To achieve responsive design, start by using responsive email templates. These templates are specifically designed to adjust to various screen sizes automatically.
Next, incorporate CSS media queries in your email’s code. Media queries allow the application of different styles based on the device’s characteristics, such as its width. Finally, use fluid grids, which rely on percentages instead of fixed widths for layout elements. This way, your email content will stretch or shrink to fit the screen.
When designing emails for mobile devices, single column layouts are generally more effective than multi-column layouts. Single-column layouts present all the content in a vertical format, making it easier for users to scroll through and read the email on a small screen. This layout prevents the need for horizontal scrolling, which can be cumbersome on mobile devices. On the other hand, multi-column layouts can become cluttered and difficult to navigate on mobile screens.
The width of your email significantly affects how well it displays on mobile devices. To make your emails easily readable and navigate on small screens, keep the overall email layout to a maximum width of 600 pixels. This width works well across both desktop and mobile platforms.
Within this layout, design content sections to be around 320-480 pixels wide. This width range fits comfortably on most mobile screens without requiring users to zoom in or scroll horizontally. Using fluid design principles, where you define widths in percentages rather than fixed pixel values.
Use responsive images with CSS rules such as max-width: 100%. This rule ensures that images scale down to fit the screen size without becoming distorted. Additionally, optimize your images by compressing their file sizes. Smaller file sizes reduce loading times, which is especially important on mobile networks that might have slower speeds.
Always include alternative text (alt text) for images. Alt text provides a description of the image, ensuring that if an image fails to load, the user still understands its context. Finally, avoid using overly large images that can slow down email loading times. Resize images to the dimensions they will appear in the email to balance visual quality and performance.
The subject line is the first thing recipients see, and it greatly influences whether they open the email. To make subject lines engaging:
The preheader text is the snippet that follows the subject line in the inbox preview. It should complement the subject line and encourage the recipient to open the email:
Most recipients skim emails, especially on mobile devices. To capture their attention quickly:
To make the email easy to read and digest:
See also: HIPAA Compliant Email: The Definitive Guide
A call to action (CTA) directs the recipient towards a specific action you want them to take, such as scheduling an appointment, downloading a resource, or making a purchase. An effective CTA benefits your email campaign by increasing engagement and conversion rates.
How to create a call to action:
See also: How to create an effective email marketing strategy?
Choosing a readable font size and type ensures that the text is easily legible on small screens.
To avoid being marked as spam, use a reputable email service provider, avoid spammy language, and ensure your email list consists of recipients who have opted in.
Format your email footer with concise text, clear contact information, and easily tappable links to comply with legal requirements and enhance usability on small screens.