Tips to Drive Sales From Mobile Email Campaigns

Use the tips below in combination with your historical results to build a mobile-friendly creative that you can test against:

• Reduce the number of links in the email. In general, emails with fewer links perform better on a smartphone.
• Put top performing/most clicked on links at the top of the email.
• Consider button size and link density. That small screen is very small — particularly for us older folks who buy your stuff — and consumers have big fingers. Recipients like big buttons and enough room between links so that they don't click on the wrong one.
• Place your phone number at the top of your email. Many smartphones (e.g., iPhone) will treat this as a click-to-call link. Track calls by either using a unique phone number or coding it as a "link" in your email. Give these clicks an order value since most of these calls will result in call-center orders.
• Include information in the alt image tag to describe your image in case it's block by the mobile email reader. And don't just give the product name. Instead of "Movado Watches," use something like "these sharp-looking, silver-banded Movado watches give you a professional look."
• Because images can be blocked, make sure you that have enough text to describe your products and offer.

Before you test your mobile-friendly creative against your tried-and-true template, check how both look on an iPhone, other smartphone devices and several desktop browsers. You don't want a biased result because of a simple coding error that prevents one side of the test from rendering at all.