Email marketing is a powerful tool that benefits businesses of all shapes and sizes. However, if your emails are not converting on mobile devices, it’s time to take a step back and evaluate your strategy.
Mobile devices are now the primary way that people access their email, with over 60% of email opens occurring on a mobile device. Therefore, optimising your emails for mobile is critical to your success.
Here are some reasons why your emails may not be converting on mobile, and what you can do to fix the problem.
Poor design and layout
One of the most common reasons why emails fail to convert on mobile is poor design and layout. If your email is difficult to read or navigate on a mobile device, recipients are more likely to delete it or ignore it altogether.
💡 Solution: Optimise your email design for mobile devices by using responsive design. Responsive design ensures that your email adapts to the screen size of the device it’s being viewed on, making it easier to read and navigate.
Additionally, keep your email design simple and avoid using too many images or graphics. Too many visual components can slow down the loading time of your email, which can be frustrating for mobile users with slow internet connections.
The copy in your emails is critical to converting recipients into customers. However, if your copy is too long, too complex or difficult to read on a mobile device, recipients will likely lose interest and delete your email.
💡 Solution: Keep your copy short, simple and easy to read on a mobile – readers might be on the go, in which case they want access to the information quickly. Use short paragraphs, bullet points and bold text to highlight important information. Also, make sure that your copy is scannable, so that recipients can quickly identify the key points of your message.
You want to make it obvious what action recipients need to take but if your CTAs are buried within the email and hard to find, readers aren’t going to know how to move forward and will click away. On a mobile, placement of every element in your email is critical for the best results.
💡 Solution: Everyone is busy so you need to make CTAs clear and place them front and centre in your emails to encourage higher click through rates. Place your CTAs near the top of the email to make it mobile-friendly and easy for readers to take action. It’s also important to make them large enough to be easy to click on a smaller screen.
Lack of personalisation
Personalisation is key to making your recipients feel valued and engaged with your brand. If your emails are not personalised, recipients may not feel a connection with your brand, which will negatively impact your conversion rate.
💡 Solution: Use personalisation in your emails by addressing recipients by their first name, segmenting your email list based on their interests and behaviours, and tailoring your message to their specific needs and preferences.
Optimising your email marketing strategy for mobile devices is critical to your success. By addressing the issues discussed above, you can increase your conversion rate and drive more revenue for your business.