Establish a Mobile Device-Friendly

These four tips can help!

Jennifer Kirby, PentaVision Media
A total of 81% of Americans now own a smartphone, and roughly one in five American adults say they access the Internet exclusively through their smartphones, according to the Pew Research Center’s “Mobile Factsheet,” published last month (June). Additionally, greater than 70% of people access their email via a mobile app, reports Google. Further, if the display of an email is poor, almost 80% of users will delete it; and 12% will unsubscribe, according to a recent survey from Adestra, an email marketing software company. The bottom line: An E-newsletter’s ability to create business hinges, in part, on whether it’s mobile-device friendly, or responsive.

Here are some tips for eye care professionals, collected from an array of sources, on how to achieve this:

1. Focus on format. Avoid providing multiple columns, as they can look squished and confusing to navigate on a mobile device, writes Rob Walling, founder of Drip, an email and marketing automation software company. Additionally, he writes that single columns can work to spotlight important content, while simplifying the design. (See https://bit.ly/2MUqxAx.)

2. Don’t be a photo fanatic. Photos not only download slowly, they also use up data, increasing the likelihood of deletion by the recipient, according to a blog posted by 501(C)reative, a strategic communications and design company for nonprofit organizations. (See https://bit.ly/2XogKGO.) “Use one photo, and make it a good one that will pull readers in,” the blog continues.

3. Mind font size. Dave Gerhardt, vice president of marketing at Drift, writes that, “a minimum of size 14pt font for body text and 22pt for headlines” should be used. Further, he writes that using a strong color contrast is recommended because several people decrease the level of brightness on their mobile devices to save battery life, and they tend to be reading while “on the go outside in the sunlight.” (See https://conta.cc/2LnH9hL.)

4.  Nix navigation and menu bars. The reasons: They distract from the e-newsletter’s main links, such as the call to action button, and recipients find them frustrating because they are tiny and, therefore, hard to tab on for mobile device screens, according to Wendy Yung, a content marketing strategist. (See https://bit.ly/2Kqy8Vs.)PV

Image credit: fizkes/stock.adobe.com