{"id":22555,"date":"2021-07-18T13:50:04","date_gmt":"2021-07-18T17:50:04","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=22555"},"modified":"2023-12-07T06:23:06","modified_gmt":"2023-12-07T10:23:06","slug":"how-to-write-great-mobile-emails","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/07\/how-to-write-great-mobile-emails\/","title":{"rendered":"How to write great mobile emails"},"content":{"rendered":"<h2>Reach recipients on their smartphones<\/h2>\n<p><a href=\"https:\/\/www.wyliecomm.com\/2021\/07\/why-email-marketing-works-statistics\/\">It\u2019s Americans\u2019 No. 1 online activity<\/a>. It\u2019s the top sharing channel in the world. The preferred tool for business communications.<\/p>\n<figure id=\"attachment_33216\" aria-describedby=\"caption-attachment-33216\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33216\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/why-email-writing-is-important\/how-to-write-great-mobile-emails-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails.png\" data-orig-size=\"452,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-write-great-mobile-emails\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Get clicked&lt;\/strong&gt; When reading emails on mobile, recipients click 40% less often, find it 48% harder to understand content and are more likely to unsubscribe. Now what?&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails-300x199.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails.png\" alt=\"How to write great mobile emails\" title=\"How to write great mobile emails\" width=\"452\" height=\"300\" class=\"size-full wp-image-33216 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails.png 452w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails-300x199.png 300w\" data-sizes=\"(max-width: 452px) 100vw, 452px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 452px; --smush-placeholder-aspect-ratio: 452\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33216\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/why-email-writing-is-important\/how-to-write-great-mobile-emails-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails.png\" data-orig-size=\"452,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-write-great-mobile-emails\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Get clicked&lt;\/strong&gt; When reading emails on mobile, recipients click 40% less often, find it 48% harder to understand content and are more likely to unsubscribe. Now what?&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails-300x199.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails.png\" alt=\"How to write great mobile emails\" title=\"How to write great mobile emails\" width=\"452\" height=\"300\" class=\"size-full wp-image-33216\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails.png 452w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/12\/how-to-write-great-mobile-emails-300x199.png 300w\" sizes=\"(max-width: 452px) 100vw, 452px\" \/><\/noscript><figcaption id=\"caption-attachment-33216\" class=\"wp-caption-text\"><strong>Get clicked<\/strong> When reading emails on mobile, recipients click 40% less often, find it 48% harder to understand content and are more likely to unsubscribe. Now what? <a href=\"https:\/\/www.shutterstock.com\/image-photo\/mockup-male-hand-holding-black-cellphone-529259842\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image By Andrei Mayatnik<\/em><\/a><\/figcaption><\/figure>\n<p>It\u2019s email. And \u2014 averaging a 4,300% ROI, according to the Direct Marketing Association \u2014 this 45-year-old channel may well be your most productive marketing tool.<\/p>\n<p>But the competition for attention in the inbox is fierce. And that return is an opportunity \u2014 not a promise.<\/p>\n<p>To take advantage of this powerful channel, you\u2019ll need to overcome huge obstacles to getting recipients to open, click, read, share and act on your message. Before crafting your next email marketing campaign, here are some of the problems to be aware of:<\/p>\n<h4><strong>1. Competition is fierce in the inbox.<\/strong><\/h4>\n<p>You already know your recipients have too much to read and no time to read it.<\/p>\n<p>But that problem multiplies with emailing campaigns. With 306.4 billion emails being sent and received each day (The Radicati Group)<sup style=\"\"><a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a><\/sup>\u00a0the battle for attention in the inbox is real.<\/p>\n<h5>People have, on average, 276 unread messages in their inboxes. That\u2019s a 300% increase in just four years.<\/h5>\n<h6>\u2014 Nielsen Norman Group<\/h6>\n<p>You\u2019ve read the numbers:<\/p>\n<ul>\n<li><strong>American professionals receive an average of 121 emails a day <\/strong>(The Radicati Group).<sup style=\"\"><a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a><\/sup><\/li>\n<li><strong>That\u2019s per inbox<\/strong>. Now multiply that by the several personal email accounts people tend to have in addition to a primary work account (Nielsen Norman Group).<sup style=\"\"><a href=\"#_ftn3\" name=\"_ftnref3\">[3]<\/a><\/sup><\/li>\n<li><strong>No wonder 68% of those emails aren\u2019t getting opened<\/strong>. And an average of 276 emails languish unread in inboxes at any given time (NNG).<sup style=\"\"><a href=\"#_ftn4\" name=\"_ftnref4\">[4]<\/a><\/sup> That\u2019s an increase of 300% in just four years.<\/li>\n<\/ul>\n<p>Plus, now recipients are getting pickier about which brand emails they\u2019ll receive in the first place (NNG).<sup style=\"\"><a href=\"#_ftn5\" name=\"_ftnref5\">[5]<\/a><\/sup> If they don\u2019t perceive yours to be best in class, they\u2019ll turn to your competitor\u2019s better email newsletter and unsubscribe from or delete yours.<\/p>\n<p>And not only are you competing with other email marketing copy for your reader\u2019s time. You\u2019re also competing with favorite sites, mobile apps, personalized homepages, blog posts, content marketing, news digests, search and social media.<\/p>\n<p style=\"text-align: center; font-weight: bold;\">Want to get opened? Address \u201cthe envelope\u201d \u2014 the four elements, including the email subject line, that recipients use to determine whether to open or delete emails \u2014 carefully.<\/p>\n<h4><strong>2. They\u2019re reading on their phones.<\/strong><\/h4>\n<p>Two-thirds of email recipients open your email on their smartphones, not their laptops (Adestra).<sup style=\"\"><a href=\"#_ftn6\" name=\"_ftnref6\">[6]<\/a><\/sup> Three-quarters most often check their messages on mobile devices (Fluent).<sup style=\"\"><a href=\"#_ftn7\" name=\"_ftnref7\">[7]<\/a><\/sup><\/p>\n<h5>More than half of consumers have unsubscribed from a brand\u2019s promotional emails because they didn\u2019t work well on mobile.<\/h5>\n<h6>\u2014 Litmus State of Email Report<\/h6>\n<p>Some 7% read your email newsletters in the bathroom (NNG).<sup style=\"\"><a href=\"#_ftn8\" name=\"_ftnref8\">[8]<\/a><\/sup> And the other 93% are lying.<\/p>\n<p>Problem is, reading your email newsletter on the small screen is like reading <em>War and Peace<\/em> through a keyhole. It\u2019s not easy to get the word out on a 3\u201dx6\u201d rectangle.<\/p>\n<p>Mobile reading reduces everything from comprehension to clicks. When reading emails on their mobile devices, recipients:<\/p>\n<ul>\n<li><strong>Click 40% less often<\/strong> (Mailchimp).<sup style=\"\"><a href=\"#_ftn9\" name=\"_ftnref9\">[9]<\/a><\/sup> They also click on fewer links. There go your click-through rates. There go your landing page hits.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2020\/10\/mobile-content-cuts-comprehension-in-half\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Find it 48% harder to understand content<\/strong><\/a> (R.I. Singh, et al., University of Alberta).<sup style=\"\"><a href=\"#_ftn10\" name=\"_ftnref10\">[10]<\/a><\/sup><\/li>\n<li><strong>Become more likely to unsubscribe<\/strong>. If your message doesn\u2019t work on smartphones, say goodbye to prospects. More than half of consumers have unsubscribed from a brand\u2019s promotional emails because they didn\u2019t work well on mobile (Litmus).<sup style=\"\"><a href=\"#_ftn11\" name=\"_ftnref11\">[11]<\/a><\/sup><\/li>\n<\/ul>\n<p>How\u2019re we doing at mobile email? Some 4 in 10 find marketing emails to be poorly designed for mobile devices (250OK and 42labs).<sup style=\"\"><a href=\"#_ftn12\" name=\"_ftnref12\">[12]<\/a><\/sup> And more than one-quarter find \u201chow it fits my screen\u201d an important element of email design.<\/p>\n<h5>Subscribers rate the ease of reading email on mobile devices 3.3\/7 \u2014 aka miserable.<\/h5>\n<h6>\u2014 Nielsen Norman Group<\/h6>\n<p>Bottom line: Subscribers rate the ease of reading email on mobile devices 3.3\/7 \u2014 aka miserable (NNG).<sup style=\"\"><a href=\"#_ftn13\" name=\"_ftnref13\">[13]<\/a><\/sup><\/p>\n<p style=\"text-align: center; font-weight: bold;\">Want to get your email message across on the small screen? Write more readable copy, prioritize links carefully \u2014 and don\u2019t forget mobile-responsive email design.<\/p>\n<h4><strong>3. They\u2019re just not that into you.<\/strong><\/h4>\n<p>Want an inside peek at what your email recipients and subscribers are saying behind your back?<\/p>\n<p>No. 1 reason they unsubscribe? Because you talk about yourself too much, and not enough about them. Two-thirds of recipients quit brand emails for this reason (#LyrisROI).<sup style=\"\"><a href=\"#_ftn14\" name=\"_ftnref14\">[14]<\/a><\/sup> (So much for your marketing strategy and conversion rate.)<\/p>\n<h5 class=\"standalone\"><em>Spam<\/em> is no longer just unsolicited email. It also includes emails recipients did sign up for \u2014 but which now strike them as irrelevant, impersonal or too frequent.<\/h5>\n<p>Some 74% find you irritating because you don\u2019t give them targeted information they want or need (Janrain).<sup style=\"\"><a href=\"#_ftn15\" name=\"_ftnref15\">[15]<\/a><\/sup><\/p>\n<p>Plus, bore subscribers, and they\u2019ll report you as a spammer. <em>Spam<\/em> no longer means just unsolicited email (NNG).<sup style=\"\"><a href=\"#_ftn16\" name=\"_ftnref16\">[16]<\/a><\/sup> It also includes emails recipients did sign up for \u2014 but which now strike them as irrelevant, impersonal or too frequent.<\/p>\n<p style=\"text-align: center; font-weight: bold;\">Want to make it through the mind filter? Write an email that covers news your recipients can use to live their lives better.<\/p>\n<h4><strong>4. They don\u2019t have much time.<\/strong><\/h4>\n<p>Let\u2019s assume people on your email list do open your email message. Recipients spend an average of just 11 seconds on each email they review (NNG).<sup style=\"\"><a href=\"#_ftn17\" name=\"_ftnref17\">[17]<\/a><\/sup> That\u2019s enough time to read about 37 words.<\/p>\n<p>No wonder the No. 1 piece of advice email recipients give email copywriters is to keep it short.<\/p>\n<p>Consider the numbers:<\/p>\n<ul>\n<li><strong>People skim 69% of their email newsletters<\/strong>; they read only 19%. (That\u2019s the good news. On mobile, they skim 74% of their email newsletters.)<sup style=\"\"><a href=\"#_ftn18\" name=\"_ftnref18\">[18]<\/a><\/sup> In this environment, how do you reach the three-quarters of subscribers who don\u2019t read your paragraphs?<\/li>\n<li>The No. 1 activity for mobile users is wasting time. But <strong>mobile users get \u201cvisibly angry\u201d at verbose e-zines that waste their time<\/strong>.<sup style=\"\"><a href=\"#_ftn19\" name=\"_ftnref19\">[19]<\/a><\/sup> How do you avoid enraging readers with walls of words?<\/li>\n<li><strong>Recipients are irritated by e-zines with too much information<\/strong> \u2014 and by those that don\u2019t offer enough.<sup style=\"\"><a href=\"#_ftn20\" name=\"_ftnref20\">[20]<\/a><\/sup> So how much is just right?<\/li>\n<\/ul>\n<p style=\"text-align: center; font-weight: bold;\">Want to reach the three-quarters of email recipients who don\u2019t read paragraphs? Keep emails short. And lift ideas off the screen with display copy.<\/p>\n<h3>How to write good marketing emails<\/h3>\n<p>In this environment, how do you write good emails that get opened, clicked, read and acted upon? Learn how to <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/\">overcome the obstacles of reaching readers in the inbox<\/a> to take advantage of the huge and growing return on email marketing.<\/p>\n<div id='MC-EMAIL-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-67\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How can you reach email recipients on mobile?<\/h3>\r\n<p>Two thirds of email recipients open your email on their smartphones, not their laptops. Some 7% read your email newsletters in the bathroom. (And the other 93% are lying.) <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%; \" class=\"img-max\"><\/noscript><\/a><\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>Problem is, reading your email newsletter on the small screen is like reading <em>War and Peace<\/em> through a keyhole. It\u2019s not easy to get the word out on a 5.5\u201d rectangle.<\/p>\r\n\r\n<p>So how do you reach recipients via email newsletters and marketing promotions?<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>Find out at <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><strong>Get Opened, Read, Clicked<\/strong><\/a> \u2014 our email-writing workshop.<\/p>\r\n\r\n<p>You\u2019ll leave with tricks, tips and techniques for writing emails that get opened, read, clicked and shared.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>______<\/p>\n<p>Sources:<\/p>\n<p>\u201c<a href=\"https:\/\/litmus.com\/lp\/2017-state-of-email-report-thanks\" target=\"_blank\" rel=\"noopener noreferrer\">2017 State of Email Report<\/a>,\u201d Litmus<\/p>\n<p>\u201c<a href=\"https:\/\/mailchimp.com\/resources\/research\/impact-of-mobile-use-on-email-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Impact of Mobile Use on Email Engagement<\/a>,\u201d MailChimp, May 5, 2017 (updated Aug. 8, 2017)<\/p>\n<p>\u201c<a href=\"https:\/\/www.google.com\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;ved=2ahUKEwiCnK_NssLmAhWRvZ4KHYisDPcQFjAAegQIBBAB&amp;url=https%3A%2F%2Fwww.fluentco.com%2Fresources%2Fthe-inbox-report%2F&amp;usg=AOvVaw27MWRW-OxjnYeUEnlziWpZ\" target=\"_blank\" rel=\"noopener noreferrer\">The Inbox report: Consumer perceptions of email<\/a>,\u201d Fluent, 2018<\/p>\n<p>\u201c<a href=\"https:\/\/uplandsoftware.com\/adestra\/resources\/blog\/top-10-email-clients\/\" target=\"_blank\" rel=\"noopener noreferrer\">Top 10 Email Clients in March 2019<\/a>,\u201d Adestra, March 2019<\/p>\n<p>\u201c<a href=\"https:\/\/250ok.com\/email-deliverability\/poorly-designed-emails-could-cost-you-millions-of-dollars-but-what-does-that-really-mean\/\" target=\"_blank\" rel=\"noopener noreferrer\">What recipients really think about your email marketing designs<\/a>,\u201d 250OK and 42labs, 2018<\/p>\n<p>Kim Flaherty, Amy Schade and Jakob Nielsen; <a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6th Edition<\/a>; Nielsen Norman Group; 2017<\/p>\n<p>R.I. Singh, M. Sumeeth, and J. Miller: \u201c<a href=\"https:\/\/www.igi-global.com\/article\/evaluating-readability-privacy-policies-mobile\/51657\" target=\"_blank\" rel=\"noopener noreferrer\">Evaluating the Readability of Privacy Policies in Mobile Environments<\/a>,\u201d International Journal of Mobile Human Computer Interaction, vol. 3, no. 1, pp. 55\u201378<\/p>\n<p>\u201c<a href=\"https:\/\/www.janrain.com\/company\/newsroom\/press-releases\/online-consumers-fed-irrelevant-content-favorite-websites-according\" target=\"_blank\" rel=\"noopener noreferrer\">Online Consumers Fed Up with Irrelevant Content on Favorite Websites, According to Janrain Study<\/a>: National Survey Reveals Up to Two-Thirds of Adults Would Leave a Site if Shown Wrong Ad,\u201d Janrain, July 31, 2013<\/p>\n<p><strong>Appendix<\/strong><\/p>\n<p><sup style=\"\"><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a><\/sup>\u00a0<a href=\"https:\/\/www.radicati.com\/wp\/wp-content\/uploads\/2020\/01\/Email_Statistics_Report,_2020-2024_Executive_Summary.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Email Statistics Report, 2020-2024<\/a>\u00a0(PDF), The Radicati Group, January 2020<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a><\/sup> The Radicati Group<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref3\" name=\"_ftn3\">[3]<\/a><\/sup> Kim Flaherty, Amy Schade and Jakob Nielsen; <a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6th Edition<\/a>; Nielsen Norman Group; 2017<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref4\" name=\"_ftn4\">[4]<\/a><\/sup> Flaherty et al.<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref5\" name=\"_ftn5\">[5]<\/a><\/sup> Flaherty et al.<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref6\" name=\"_ftn6\">[6]<\/a><\/sup> \u201c<a href=\"https:\/\/uplandsoftware.com\/adestra\/resources\/blog\/top-10-email-clients\/\" target=\"_blank\" rel=\"noopener noreferrer\">Top 10 Email Clients in March 2019<\/a>,\u201d Adestra, March 2019<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref7\" name=\"_ftn7\">[7]<\/a><\/sup> \u201c<a href=\"https:\/\/www.google.com\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;ved=2ahUKEwiCnK_NssLmAhWRvZ4KHYisDPcQFjAAegQIBBAB&amp;url=https%3A%2F%2Fwww.fluentco.com%2Fresources%2Fthe-inbox-report%2F&amp;usg=AOvVaw27MWRW-OxjnYeUEnlziWpZ\" target=\"_blank\" rel=\"noopener noreferrer\">The Inbox report: Consumer perceptions of email<\/a>,\u201d Fluent, 2018<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref8\" name=\"_ftn8\">[8]<\/a><\/sup> Flaherty et al.<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref9\" name=\"_ftn9\">[9]<\/a><\/sup> \u201c<a href=\"https:\/\/mailchimp.com\/resources\/research\/impact-of-mobile-use-on-email-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Impact of Mobile Use on Email Engagement<\/a>,\u201d MailChimp, May 5, 2017 (updated Aug. 8, 2017)<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref10\" name=\"_ftn10\">[10]<\/a><\/sup> R.I. Singh, M. Sumeeth, and J. Miller: \u201c<a href=\"https:\/\/www.igi-global.com\/article\/evaluating-readability-privacy-policies-mobile\/51657\" target=\"_blank\" rel=\"noopener noreferrer\">Evaluating the Readability of Privacy Policies in Mobile Environments<\/a>,\u201d International Journal of Mobile Human Computer Interaction, vol. 3, no. 1, pp. 55\u201378<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref11\" name=\"_ftn11\">[11]<\/a><\/sup> \u201c<a href=\"https:\/\/litmus.com\/lp\/2017-state-of-email-report-thanks\" target=\"_blank\" rel=\"noopener noreferrer\">2017 State of Email Report<\/a>,\u201d Litmus<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref12\" name=\"_ftn12\">[12]<\/a><\/sup> \u201c<a href=\"https:\/\/250ok.com\/email-deliverability\/poorly-designed-emails-could-cost-you-millions-of-dollars-but-what-does-that-really-mean\/\" target=\"_blank\" rel=\"noopener noreferrer\">What recipients really think about your email marketing designs<\/a>,\u201d 250OK and 42labs, 2018<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref13\" name=\"_ftn13\">[13]<\/a><\/sup> Flaherty et al.<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref14\" name=\"_ftn14\">[14]<\/a><\/sup> \u201c<a href=\"https:\/\/litmus.com\/lp\/2017-state-of-email-report-thanks\" target=\"_blank\" rel=\"noopener noreferrer\">2017 State of Email Report<\/a>,\u201d Litmus<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref15\" name=\"_ftn15\">[15]<\/a><\/sup> \u201c<a href=\"https:\/\/www.janrain.com\/company\/newsroom\/press-releases\/online-consumers-fed-irrelevant-content-favorite-websites-according\" target=\"_blank\" rel=\"noopener noreferrer\">Online Consumers Fed Up with Irrelevant Content on Favorite Websites, According to Janrain Study<\/a>: National Survey Reveals Up to Two-Thirds of Adults Would Leave a Site if Shown Wrong Ad,\u201d Janrain, July 31, 2013<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref16\" name=\"_ftn16\">[16]<\/a><\/sup> Flaherty et al.<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref17\" name=\"_ftn17\">[17]<\/a><\/sup> Flaherty et al.<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref18\" name=\"_ftn18\">[18]<\/a><\/sup> Flaherty et al.<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref19\" name=\"_ftn19\">[19]<\/a><\/sup> Flaherty et al.<\/p>\n<p><sup style=\"\"><a href=\"#_ftnref20\" name=\"_ftn20\">[20]<\/a><\/sup> Flaherty et al.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reach recipients on their smartphones<\/p>\n","protected":false},"author":6,"featured_media":33216,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[158],"tags":[3207,159,353,3206],"class_list":{"0":"post-22555","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email","8":"tag-campaigns","9":"tag-email-2","10":"tag-mobile-devices","11":"tag-newsletters","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to write great mobile emails<\/title>\n<meta name=\"description\" content=\"Get clicked: When reading emails on mobile, recipients click 40% less often, find it 48% harder to understand content and are more likely to unsubscribe. 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