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digetry Blog - Customer Focused Marketing

Small Business Email Rates Decreasing? This Could be Why.

Posted by Greg Schraff

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small business email

Are you noticing that your email open and click-through rates aren’t what they used to be?

There could be a variety of reasons for this, but the most important one could be that almost half of your emails are unreadable  . . .   

According to HubSpot, 47% of all emails are opened on mobile - and this number is only going to increase. (Click to Tweet!)

So, if you aren’t designing your small business email to be read on the much smaller mobile screen your emails will be all but unreadable because they will appear as tiny type, crowded text, and un-clickable links.

The biggest consideration is the screen size. You need to account for the fact that there isn’t much real estate to work with. Follow these guidelines to make your email more readable on mobile (and it will work just fine on the larger screens as well):

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  1. Use responsive templates. Responsive templates, like responsive design, resizes to fit the mobile device the email is opened in.

  2. Don’t crowd links. Because mobile screens are much smaller, build plenty of white space into your email layout to make it more readable and your links more clickable.

  3. If you are using a Call-to-Action or button, make sure there is plenty of space around it and it is big enough to tap with a fingertip (at minimum, a 44 x 44 pixel button).

  4. Use a clear and concise message that readers can scan and comprehend easily. This will make it much more compatible with the smaller screen.

  5. Avoid using tiny fonts, 12 pt. at minimum.


Regardless of the device considerations, when writing your email always focus on the customer, put yourself in their shoes and ask yourself if you received this email, would you be compelled to open it, read, and click-through.

“Increasingly, the most effective marketing messages – feel less like marketing and more like useful, enjoyable, inspired information your customers and prospects want, conveyed in accessible, human terms.”
- Brian Conlin, Vocus


If you want to use email, or other marketing tactics, to generate more leads, download our free Lead Generation Blueprint: 

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Topics: Email

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