If you’ve seen email marketing in the news lately and thought “Eh, no big deal,” you may be in for some trouble.

One of the most important trends developing in email marketing is optimizing emails for mobile devices. Each year, more and more people are viewing emails from smartphones and tablets. While desktop browsers are still important, businesses also have to focus on mobile browsers and apps. For this reason, our Adaptive Mailer includes responsive templates and access to previews of 40 different email clients including mobile. Additionally, we offer responsive design services to meet your brand requirements.

A recent Forbes article explains why it’s so important to optimize emails for mobile devices. According to the article, businesses have even less time and space to communicate with customers in emails than they have on Twitter:

“Most email today is read on a mobile device, limiting the amount of text that is visible on screen… and the attention span. You have just 20-35 characters for the subject line, depending upon the device, and even less for the content preview (and you thought Twitter marketing was hard). So before you send that next customer or prospect email, underline those first 20 characters early on in your draft to make sure you get to the point and have a killer call-to-action within view.”

When people go through their inboxes on smartphones, they’re not looking to spend 30 minutes reading messages in-depth. They just scan the emails and look for the most important keywords.

The time you have to capture your subscribers’ attention is really limited to 8 seconds. If you don’t connect with subscribers within these 8 seconds, all of your strategic and tactical planning can be thrown out the window.

With responsive email design, businesses can send effective emails to subscribers that are optimized for both desktops and mobile devices. This ensures that no matter what device a subscriber uses, he or she will see the message of your email plain and clearly. With responsive design, there’s no clutter or garbled message to confuse readers. Businesses have more of a chance of delivering a clear message and connecting within those first 8 seconds.

To talk more about this, or anything else, please contact us. Thanks.