Adapting your layout has never been more important. This is true not only for websites, but also for your email marketing. This figure speaks for itself: 53% of e-mails are opened on a smartphone. There are many more studies on the subject). While you need to make sure your emails are optimized for both computers and smartphones, you can leverage data on the types of devices your emails are viewed with to adjust their length. Furthermore, the times of sending will be important here, and the likelihood of an email received on a smartphone being opened depends directly on when it is sent.
Take into account the types of equipment used
For example, if you send an email in the morning when people are on their way to work, they’re likely to open it on their smartphone (or wait until they get to the office to read it). If you send an email in the middle of the day, people will probably receive it at the office, on a computer, unless you target their lunch break. Likewise, if you wait until workers get home at the end of the day, they’re likely to receive your email on their smartphone. This is at least true for anyone with a fairly conventional 9am-6pm Monday to Friday schedule, but of course things can be different depending on the sector of activity you’re targeting.
What are the habits in your sector?
The truth is, smartphone time slots depend above all on the schedule and behavior of your target population. That’s why it’s so important to optimize your emails for both smartphones and computers when planning your email marketing. When you’re sending emails that are likely to be opened on computers, you can opt for a layout that takes up the full size of a computer screen, and allow yourself to write longer emails. When sending emails that will be read on the move, opt for conciseness and ensure that all images can be viewed on a small screen.
Beware of different email clients
In an ideal world, all email clients would display your emails just as you created them. If that were the case, email marketing would be a whole lot easier! Unfortunately, the reality is quite different, and many email clients don’t display your emails correctly. There are so many of them that it’s impossible for your layout to be optimized for all of them. That’s why knowing which e-mail clients your recipients use most will help you ensure that they can view your e-mails in the best possible conditions. Outlook is one of the most temperamental e-mail clients, but it’s also one of the most widely used. If you find that many of your contacts still use Outlook, you can start optimizing your e-mails for this client right away.
