How to enhance and make your email campaigns mobile-friendly

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The numbers don't lie: email opens on mobile devices have grown by more than 400% since 2011 and reached 47% in March 2014 (see graph below), the average campaign open rate is just 22% and the taiwan mobile database rate is just 3% ( for Professional Services companies, but all other sectors are similar ).

How can you respond to this data and create truly effective mobile email marketing campaigns? Here are some tips.

Respect the recipients’ routines and time: meal times, rest periods, and leisure habits. A cell phone is a personal item and there are times when the target is much less likely and less willing to pay attention to your message.
Optimize the layout for mobile: choose an attractive template that automatically adjusts to any device – responsive layout,Scalable and fluid, with text, images, links and calls-to-action clearly visible and organized regardless of the screen size. Opening an email on a mobile device must provide a user experience that is as good as on a desktop and as conducive to taking the next step. Clicking a button? Tapping a link? Pressing a phone number? Don't forget that your fingers are not as precise as a mouse! There are excellent platforms with free versions that are already optimized for different email clients (Gmail, Outlook, Apple Mail, etc.) and screen formats (desktop, tablet, smartphone), such as Mailchimp , Campaign Monitor , Antwort and Zurb , among many others with low monthly fees, such as the Portuguese e-goi .