Many of us try to keep our email inboxes under control by periodically checking them using a phone or other mobile device. Many people are using their smart phones as their primary “computer”; they do not have a laptop or other computer at home. As this trend continues, marketers need to pay attention to the details about their messages if they want to reach their target audience. Here are three tips to help you keep your messages out of the mobile trash can:
- Create crystal clear subject lines – When people use their phones to quickly check their email, they are often quickly scanning to decide whether to delete or save for later reading. If they don’t recognize you or they can’t tell why they should read your message from the subject line, chances are your message is going in the delete pile. Stay out of the trash bin by writing subject lines.
- Create plain text and HTML email versions. While most devices render HTML well, some email clients default to displaying plain text. Make sure your emails are easy to read in either format. Most email marketing programs, like the ones you use to send out email newsletters, make it easy to create a text version of the “pretty” version of your message.
- Write descriptive alt text – Alternative text is the text that displays in when your image doesn’t render. Many people will not display images on their mobile devices, so make sure to include descriptive text that communicates the same message you are trying to convey with your image. Don’t forget the alt text for your email header (if you are using one).
