But there is an important thing to note about email marketing: While the format of email hasn’t changed much since it was introduced, how we’re consuming such content has—people check their emails on their computers and mobile devices.
With that in mind, it’s important to adapt your content so that it’s accessible to both audiences. Here are some tips:
1. Focus on the subject line
Consider how long you make the subject header. If it’s too long, it will cut off; if it’s too short, you might fail to entice people to open the email. Finding subject lines that meet fit criteria for desktop and mobile consumption is difficult, so instead of worrying about all of them, focus on one or two aspects.
Depending on the email app, the character limit could range from 30 to 50 characters. If it’s between 50 and 70 characters, the keywords that pull people in should be at or near the beginning. Placing it near the end means there’s a greater chance of it not appearing—and that’s a lost opportunity.
Sometimes it can be difficult to figure out whether your readers will use mobile or desktop, but keeping the subject line short will improve the chances of it being read.
2. Know your audience