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Hosted Exchange - How to Tailor E-mail Messages to Mobile Devices

Mobility Featured Article

May 24, 2011

How to Tailor E-mail Messages to Mobile Devices

By Tammy Wolf
TMCnet Web Editor

As more and more consumers are adopting smartphones and tablet devices, checking e-mail on-the-go is becoming more of the norm. While work has many of us checking and managing e-mail from a PC, it’s common for users to constantly be checking in and catching up on e-mail while away from their desks.

Whether you’re sending an e-mail out to a group of friends about an upcoming weekend party, or creating an e-mail marketing campaign for your work team, it’s becoming more and more crucial to tailor your hosted Exchange e-mails to mobile devices. Luckily, BizReport has some great tips on how to make e-mail messages more mobile-friendly.

Optimize E-mail Content: Rather than having to create separate e-mail campaigns, first ensure that images are compressed and clear enough for the e-mail.

"[Creating separate e-mail campaigns isn't] necessary," Melanie Attia, product marketing manager for Campaigner, told BizReport. "I think there's a healthy balance in designing your e-mails. Make sure your images are optimized for e-mails -- compressed as much as possible -- and make sure [the] e-mail looks good, and the message comes across clearly without the images."

The 70/30 rule: BizReport says to use the 70/30 percent rule in which the message contains 70 percent content and only 30 percent images. This way, the e-mail strikes a nice balance between the two. In addition, adding a clickable call to action asset with the image is helpful.

The First Impression: The first thing an e-mail recipient will see will be who it’s from, and what the e-mail is about. Therefore, BizReport recommends that the sender name be accurate and use a proper name, like Joe or Bob. Since mobile devices display up to four to six words in the subject line, e-mail senders should ensure that the most crucial content comes first.

"The two [most important pieces are] the e-mail envelope -- which is the sender name (usually the first word of the name) and the first five words in your subject line,” said Attia. “The content needs to be clear and easy to navigate with fingers -- not with a mouse -- so bigger buttons and larger links are king."

Double-check Your Work: Since grammar school, the rule to always check your work has been engrained in our heads; so an e-mail campaign should be no different. Before sending, check the HTML on a smartphone to ensure recipients don’t need to overly shrink or enlarge the message, and/or toggle back and forth.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO West 2011, taking place Sept. 13-15, 2011, in Austin, Texas. ITEXPO (News - Alert) offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It's also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. To register, click here.

Tammy Wolf is a TMCnet web editor. She covers a wide range of topics, including IP communications and information technology. To read more of her articles, please visit her columnist page.

Edited by Jennifer Russell


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