The smartphone has enhanced life in the 21st century, enabling us instant access to information, products, services and people, regardless of our location.  It has also impacted the way in which companies now interact and communicate with us as potential customers.

If your company engages in email marketing campaigns and newsletters, and hosts an m-commerce platform from your website, then designing for the mobile world needs to be a priority.

Today’s consumers spend a vast amount of time on their smartphones, checking emails, texting, using apps, buying and selling and all while going about their normal daily business. How your customers interact with your electronic communications will depend heavily on the devices they use to access them, making it important that you factor in screen size and download quirks for all potential devices when designing your e-marketing communications.

And to add to the mix, the continued uptake of the tablet has further broadened our interaction with the virtual world, particularly in terms of browsing. The screen size of a tablet differs again in size to the smartphone, the laptop and the desktop computer, yet all these devices can be used to connect to our e-world. So how can you overcome this issue, and still make your e-communications work, regardless of the technology used to read it?

We believe it’s surprisingly simple, which is just how your emails should be. Keep things clean, simple and easy to read. Most of us prefer to scan emails looking for items that catch our eye, so keep things short and sweet – it’ll help with smaller devices – and use headers to separate out your content.

Don’t get caught up in out-dated e-marketing concepts such as placing information above the fold. Once considered the prime location in an email, the fold has become almost obsolete with the introduction of multi-sized devices capable of receiving emails, pushing the fold to a different location or losing it entirely, depending on what device your email is viewed on. While the fold is still important if you’re designing solely with a laptop or desktop computer in mind, smaller devices benefit more from pre-header web text and a company logo in the top left corner, making it easier for users of mobile devices to spot your emails and get your call to action, without having to scroll.

Some mobile devices may not download images, so the way your email looks when you send it may not be how it appears to your customers on their mobiles or tablets. Luckily, coding can allow you to input text that will become visible if images are disabled, and buttons can be created through simple HTML or CSS coding to produce a basic, visible graphic-like look to replace images.

By making your marketing content accessible to your customers regardless of the device their using, you’re encouraging users to click-through without the need to resize or, worse, change devices in order to properly view your messages. In addition to coding that will allow your emails to adapt to the screen size it’s being viewed on, there are a number of websites offering free creation testing of emails across a range of devices, together with spam control and SEO tools, ensuring that your email has the best opportunity of reaching its target and ultimately optimising your campaign.