Unless you’ve been living under a rock, the stupendous growth of smartphones comes as no surprise. By the end of 2010, 60.2 million Americans used them regularly, according to a report by eMarketer. They anticipate the trend to continue, projecting a 21.9% increase in 2011. I’ve seen other projections that make that number look conservative.
As a result, website owners have focused attention on how their websites display on mobile devices, and have started to get up to speed on ecommerce. Yet I’ve seen little to no discussion of mobile’s impact on email marketing. Consider this:
While conventional wisdom states that email subject lines should run about 40 to 50 characters, more and more subscribers now receive emails on small mobile screens. The “from” line and the first 30 characters or so do all the heavy lifting – and determine whether your email gets opened or trashed.
Making your email subject lines concise and compelling, and front-loading the most important words has now become more important than ever.