I wonder how many of you are reading this on a mobile device?  Certainly more than this time last year – according to our latest web stats it’s around 10% of you.  If you look at our email stats it’s around 35% of our email readers!  Ok, so we’re a marketing agency (with a large bias towards tech and IT marketing), so skewed towards high mobile readership – but it’s a trend seen across all industries over the last year or two.

To put it in perspective you can see that the number of connected mobiles in the world is getting very, very close to the total number of people in the world - see the stats on Phonecount (referenced by Wikipedia)

When you think about it, what do we reach for when stuck in a queue, or on that packed commuter-train home?  Suddenly the marketing emails which were vying for attention during office hours are a welcome distraction.  Assuming we can read them that is…

…which is where ‘mobile optimisation’, or at least designing emails for mobile, comes in.

You may have noticed the Enigma emails look different (yes, the same email) whether viewed on a phone or on a desktop.

The average mobile screen is quite a different space to the average computer screen.  There’s such limited space.  Fonts need to be easy to read, and when it comes to clicking - buttons and links need plenty of space (you don’t want to click 3 links at once).  You also don’t really want large glossy images (that look great on the desktop) cluttering up your viewing pane.

Here at Enigma we’ve elected for a form of responsive design – our emails are intelligent enough to respond to the screen-size of the device they’re being viewed on.  And they reformat accordingly (switching off images and realigning text).  We could go further with this, but right now we’re happy that the difference between our mobile and desktop versions is about right.

We’ve rolled this responsive, intelligent format out for a number of clients too – as well as ensuring campaign landing pages render well on mobile devices too.  The response has been fantastic. And we’re always learning and continuing to drive our own ‘mobile optimised’ standards forwards.

Talk to us about delivering mobile optimised emails and web pages for your campaigns.  Or sign up for our newsletter and check it out first hand - http://enigma-marketing.co.uk/newsletter/