Business information written specifically for newspaper advertising departments

Four Tips for Designing E-blasts Compatible With Mobile

Yes, people still view emails on computer screens, but more than ever, they read them from mobile devices. With this in mind, we have a few tips for your email marketing design.


With all the change that has taken place in the past 10 and 20 years, we have become familiar with how media and advertising have changed forever, and what consumers and readers want and expect. However, one thing that actually has not changed is the trustworthiness of email marketing. Your weekly or monthly e-blast is still a viable part of your marketing campaign, however, one thing to keep in mind when designing your email marketing strategy is that the way people view their emails has changed. Yes, they still view them on computer screens, but more than ever, they read their emails from their mobile devices. With this in mind, we have a few tips for your email marketing design.

1. A Well Crafted Subject Line: Whether your e-blast is viewed on a desktop or a smartphone, the subject line matters. According to PR Daily’s Quinton O’Reilly’s article, “7 Tips for Email Marketing to Mobile Audiences,” the subject line of emails viewed on a variety of apps are cut off anywhere after 30 to 50 characters, whereas desktops allow from 50 to 70 characters. Of course, it would be a balancing act to try to land somewhere in the middle every time, and you don’t have that kind of time. Instead, keep in mind that key words that matter to readers should be at the beginning of the subject line in order to convince them to open it.

2. Design Is Key: The design of your e-blasts should look good on both desktop and laptop screens, but also scale down to fit well on a variety of mobile device screens. If it’s an awkward fit for smartphones or tablets, readers who open it there will close it and you shouldn’t expect them to return to it once they’re in front of a computer. Instead, pick newsletter services like Mailchimp that offer pre-made templates that work on both desktops and mobile. If you are creating your own design, testing it is critical before sending it out to customers.

3. The “Clickability” of Links: Remember, with the increase in smartphone users, many readers are now pressing links with their fingers, not mouse cursors, which is less accurate in comparison. Therefore, ensure the size and placement of your links make them easy for both mobile and desktop users to click on them without accidentally clicking something else by mistake.

4. Timing Is Everything: With or without the changes in mobile, timing has always been important when sending out e-blasts. Nighttime is a no-go, because — you guessed it — people are having dinner, spending time with family or, if you send it really late, sleeping. The weekends are also ill advised, because many people try to avoid the stress sometimes associated with email. Therefore, it’s best to send your e-blasts during the week, preferably between Tuesday and Thursday in the afternoon.