With the past year having been pegged by many analysts as the “year of mobile,” it’s likely more than a few of us spent much time fretting about how to properly serve that channel. Indeed according to Litmus, readership of emails on mobiles has now overtaken desktop readership. So, just how do we bring all the wonder and glory of our email marketing masterworks to mobile?
Well, you don’t. Or at least you don’t try to make a small mobile screen do everything a big screen can, mainly because it can’t.
Optimising design for mobile isn’t just about the size of the screen. It’s also about the size of the attention span and the context of the contact. Google has just release a report titled “The New Multi-screen World: Understanding Cross-platform Consumer Behavior” which found that The device we choose to use is often driven by our context: where we are, what we want to accomplish and the amount of time needed.
People have a lot going on when they’re mobile. Keep your designs simple and easy to read. For example, a one column layout is going to work much better than trying to shoehorn your standard three columns into your smartphone version or better still, aim for a responsively designed email which will render perfectly regardless of the device it’s being read on.