• Email marketing: Why design for all devices (especially mobile)

    Tuesday, February 14, 2017 | Dave Kopf

    WHEN IT COMES TO EMAIL MARKETING, you have to be all things to all clients. You customers are likely looking at your marketing emails through desktop computers, laptops, smartphones, tablets and webmail services (in computer parlance, these are called “clients”) so are you formatting your emails so that they read well on those clients?

    You should be. According to the “U.S. Consumer Device Preference Report” from MovableInk, 49.5 percent of emails are opened on a smart phone and 16.8 percent are opened on tablets. And it may be more for you (see “Dealer Q&A” below). So that email you designed might look good on Outlook, but does it look good on an iPad? How about if someone is reading that iPad turned on its side?

    Ensuring your emails look good on a variety of devices is a key email marketing challenge for powersports retailers and service providers. You can work overtime to create a great email marketing piece, and follow it up with painstaking efforts to come up with a subject line or pre-header that will get them to click, but if the email is tough to read because its design isn’t well-suited to the recipient’s client device, then they’re going to delete it – without a second thought.


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