Imagine this.

David, a reader of your blog and a loyal subscriber, gets that super cool mobile that he has wanted for ages!

Thankfully, your site is mobile friendly and you’ve even worked on getting more mobile readers on your email list.

So you are all set. David can get his new phone and still be able to read everything on your site clearly, as if he were reading it on a laptop.

Later on, David receives his first email from your new email marketing campaign to his mobile and excitedly opens it on his new hi-res screen.

But, wait – what’s going on with all the text? Why is it all squashed together and how come none of the links can be clicked on?

And just like that, there goes your email marketing efforts. Down the drain; an email deleted due to your readers frustration at your non-mobile-friendly email.

Did you know that 63% of Americans and 41% of Europeans will close or delete an email that is not optimized for mobile*?

Here is how to make sure your emails are displayed perfectly on mobile devices.

1. Less is more…

Some mobile readers unfortunately do not support HTML, so make sure to include a plain text copy of every HTML message you send, enabling all mobile users to read your message and take the required action.

2. Give me some space…

Have you ever tried to click on a link from your mobile device only to accidentally touch something else right next to it and be directed elsewhere. Frustrating, right?

If your email contains links that are important for your readers to click on (maybe to take them to your site or make a purchase), then make sure to keep them uncongested and separate from all other text. Having a stand-alone link or button allows readers to click on your link within a very small space.

3. Don’t Waffle On…

We all know the importance of your subject line, and when it comes to subject lines on mobile devices, you are even more restricted with about 5-7 words to work with to grab your readers attention. Because subject lines gets shortened on mobile screens, your subject lines need to adapt to shorten too if you want them to be at their most effective at getting readers to open your email.

4. What do you want me to do?

We are all aware of how restrictive mobile screens can be when trying to read an email, and with readers generally being on the go whilst catching up on their overloaded inbox, they are limited on the time they have to read your emails. So, make sure your call to action is clear so that they don’t have trouble trying to locate it.

Put your CTA at the beginning of your email, or somewhere that it will stand out from the rest of your message. Your call to action is what you use to encourage people to perform a certain task (click on a link, download a software, purchase a product) – if your reader cannot see what you want them to do, your email will go to waste. Try using buttons as calls to action instead of links, making it easier for the reader to click.

With so many potential customers now reading their emails on the small screen, it is imperative that you optimize your emails for mobile devices. The best way to check for this it to test out your emails using a specialise email rendering software which will let you see how your email looks on a variety of different platforms (web, desktop and mobile) so you can be sure that each and every one of your email messages get’s viewed the way you intended.

An astonishing 900 million people are now using Gmail and 75% of Gmail users access their accounts on mobile devices**.

So, the last thing you want is for your email to go to waste because your contacts cannot read or interact with your message clearly and easily on a variety of mobile devices.

* ReturnPath

**Google I/O Developers Conference