Marketer's Space: Why mobile optimization deserves a place in your email strategy

Marketer's Space: Why mobile optimization deserves a place in your email strategy

Hello Marketers,

Welcome back to Marketer's Space! Today, we'll talk about the importance of creating mobile-friendly email designs.

While mobile phones were once used only to make phone calls, today they're used for almost everything, including texting, reading, browsing, shopping, and much more. As marketers, this shift means one thing: We must ensure that our email campaigns are mobile-friendly. This isn't an exaggeration; it's a real challenge that many marketers and business owners face, especially during peak seasons. Let's look at one such example.

David's challenge: Great email but low engagement

David runs a handmade gift store. He and his team create customized gifts and greeting cards. For the holiday season, he has crafted a thoughtful email from scratch to send to his new contacts and recurring customers to introduce his new festive collection. His email content is on point; he personalizes it with merge tags, segments his audience, automates his workflows, and even schedules the campaign to go out at his recipients' optimal open times. In short, David has done everything right—or, at least, that's what he thought.

Despite all his efforts, the results aren't as expected. When he analyzes his campaign reports, he sees that the emails have been successfully delivered and that most of his contacts have opened them. But that's it; he hasn't received any clicks, orders, or engagement from his contacts. Confused, David digs deeper into his email reports and notices that most of his recipients opened the email on their mobile devices. He gets curious and checks how his email looks on his phone—and is a bit taken aback! His email is readable but not mobile-friendly.

David's checklist to create mobile-friendly emails

David immediately decides to fix this and make his next campaign mobile-friendly. Here's what he does differently:

Use simple layouts

The first and most effective change David makes is removing the column layout in his email. While the layout looks stylish on his laptop, it doesn't render well on mobile screens. Having multiple columns of images increases the scroll time and makes the email harder to navigate on smaller devices. Fewer columns enable the content to flow more smoothly from top to bottom and makes it easier for recipients to read and scroll through on their phones.
Simple layouts

Keep the content concise

Recipients who read emails on mobiles decide within seconds whether to keep reading or move on to a different screen. That's why brevity and structure matter. David breaks his content into short paragraphs, uses bullet points for clarity, and adds subheadings to guide the reader's eye.
Keep the content concise

Optimize visuals and CTAs

Images can enhance an email's appeal when they're optimized to suit different screen sizes. David uses lightweight images that load quickly and avoids large files that can slow down loading times. He also makes his call-to-action (CTA) buttons prominent, surrounds them with ample white space to prevent accidental taps, and uses action-oriented text like "Shop now" and "Get the offer."

Focus on readability

Tiny fonts that look elegant on desktops can be hard to read on mobile screens. David ensures that he uses at least 14px for body text and 22px or more for headings. He also makes sure there's proper spacing between lines, images, and buttons to make the design visually comfortable.

Test across devices before sending

Even the best-designed emails can appear differently across multiple devices and email clients. Using the Preview and Test feature in Zoho Campaigns, David previews his campaign to gauge how his email will look both on desktop and mobile screens. He also sends test emails to his team to identify any inconsistencies before finally sending the campaign to his contacts.
Test across devices

Avoid large, fixed-width elements

Fixed-width components like wide banners or tables can force users to scroll horizontally on small screens. David switches to flexible, percentage-based widths to ensure his content automatically adjusts to fit any device without users needing to pinch or zoom.

How Zoho Campaigns helps David get it right

Let's look at which features in Zoho Campaigns have helped David create mobile-friendly email campaigns in no time:
  1. Mobile-friendly templates: All pre-designed email templates available in Zoho Campaigns are mobile-friendly by default.
  2. Drag-and-drop editor: Zoho Campaigns' template editor enables users to customize text, image, and button elements. You can easily adjust font, color, size, and padding to create mobile-optimized designs.
  3. Preview and test options: View how your email looks on desktop and mobile screens and send test emails to your team before sending campaigns to your audience.
    Preview and test email

  4. Customize using HTML: If you're comfortable with coding, you can use the built-in HTML editor to code your content manually or import your own HTML and CSS files through the Import/Upload HTML option. Learn more

In a nutshell

By making these small yet impactful changes, David ensures that his emails not only reach his contacts but also engage with them effectively—regardless of the devices they use.

Regards,
Aiswarya Jayaprakash
User Education
Zoho Campaigns

      • Recent Topics

      • How to add to Subforms via Zapier with Zoho Writer?

        I have the following layout for a Zoho Writer Document. As you can see there is a repeating subform taking in "Items". I am trying to make a Zapier integration with it, and I can see there is 1 field saying: "Items", but it does not specify how I'm supposed

      • Contrôles administratifs granulaires : un atout pour la sécurité des e-mails

        La moindre erreur dans votre système de messagerie peut coûter très cher à votre entreprise, tant en argent qu’en conformité et en image de marque. Pour beaucoup d’organisations, ce risque est bien réel. Les e-mails véhiculent quotidiennement des informations

      • Include the "Added Email ID" to the Filters of a Report

        Hi, With a Report and lots of entries, a normal thing is to filter entries by the submitter, but that is not included in the Auto Filter of Reports and you can't add a custom filter to a Report without specifying the actual value. I would like to be able

      • Marketer's Space: Why mobile optimization deserves a place in your email strategy

        Hello Marketers, Welcome back to Marketer's Space! Today, we'll talk about the importance of creating mobile-friendly email designs. While mobile phones were once used only to make phone calls, today they're used for almost everything, including texting,

      • Why is Zoho Meeting quality so poor?

        I've just moved from Office 365 to Zoho Workplace and have been generally really positive about the new platform -- nicely integrated, nice GUI, good and easy-to-understand control and customisation, and at a reasonable price. However, what is going on

      • Collections Management: #6 Realign Customers who gets back In-Term

        Arun stared at the subscription list on his dashboard. Another account had just been moved to Cancelled status after completing the whole dunning process. Nothing unusual, just that payment failures happen, retries fail, and cancellation is the expected

      • Enhancement Request for Multi-Asset Work Order Feature

        Hello Latha, Thank you for your continued support. The multi-asset Work Order feature is extremely helpful. I did some testing based on our requirements, and during the process, I noticed a few areas where we need your team’s support to improve the feature

      • Zoho Mail IP Blacklist

        I need problems with send mails: Error: junk mail rejected - sender4-op-o10.zoho.com 136.143.188.10, is in RBL. Spamcop. Please remove FQDN for blacklist. Regards.

      • I can receive but not send emails

        Hello, I've been not able to send emails for almost a year now. I been using alternate email to do this. I want to know how to fix this so I can use my zoho account normally again.

      • Setting checkbox value on template in Sign from Creator

        Good day, Please help me understand how do I set a tick from a checkbox in Creator into a checkbox on a Sign template. Below is the only values on the Sign template and the code from Creator, "field_boolean_data": {}, "field_date_data": {}, "field_radio_data":

      • The challenge of 24/7 connectivity: Being present and meeting customer expectations

        Before television entered our homes, radio was our window to the world. We had to tune carefully to catch voices from distant places. When television arrived, the world began to grow smaller. We can watch rocket launches, see the goal that wins our favorite

      • How to download all attachments from inbox, send, other folders in one go

        Hi All, Appreciate if anyone could help me with steps for below requirement. How to download all attachments from inbox, send, other folders in one go. Even mapping to new folder will help me. Thanks in advance.

      • Recruit paid support?

        Hi all, Could anyone who has paid support package advise if it provides value for money with regards to support response times? Exploring the idea as unfortunately when we have faced issues with Recruit it has been a 7+ day timescale from reporting to

      • Cannot connect mail accounts to Thunderbird

        Hi Support - I'm attempting to add my mail accounts to Thunderbird but I'm getting an unable to login to server error. I tried to use the password associated with my account I received the unable to login error. So I went into Zoho Accounts and generate

      • Alias Email Id already exists

        Hi, I just verified my domain sesque (dot) com and now I am trying to create the admin account using admin (at) sesque (dot) com, but I am getting an error saying "Alias Email Id already exists". I used to have another Zoho account with this email address,

      • Unable to connect to smtp server, connection timed out

        Hi Team, I am facing below issue, while sending out emails from thunderbird client. It used to work, facing this issue from morning. Error: Sending of the message failed. The message could not be sent because the connection to Outgoing server (SMTP) smtp.zoho.com

      • javax.mail.authenticationfailedexception 535 authentication failed

        Hi, I am facing 535 authentication failed error when trying to send email from zoho desktop as well as in webmail. Can you suggest to fix this issue,. Regards, Rekha

      • Issue with Creator's IF logic

        Hi, I found the following code produces unexpected results: if(-1.0 < 0.0000000) {       info "True"; } else {       info "False"; } if(-1.0 < 0.000000) {       info "True"; } else {       info "False"; } The output returned is: False True However, the

      • Kaizen #217 - Actions APIs : Tasks

        Welcome to another week of Kaizen! In last week's post we discussed Email Notifications APIs which act as the link between your Workflow automations and you. We have discussed how Zylker Cloud Services uses Email Notifications API in their custom dashboard.

      • Client Portal ZOHO ONE

        Dear Zoho one is fantastic option for companies but it seems to me that it is still an aggregation of aps let me explain I have zoho books with client portal so client access their invoice then I have zoho project with client portal so they can access their project but not their invoice without another URL another LOGIN Are you planning in creating a beautiful UI portal for client so we can control access to client in one location to multiple aps at least unify project and invoice aps that would

      • Zoho Creator customer portal users

        Hi, I'm in a Zoho One subscription with our company. I'm running a project now that involves creating a Zoho Creater application and using the Zoho Creator Customer Portal.  At most we need 25 customer portal users. In our Zoho One plan we only get 3

      • DKIM Verification Failed (Namecheap)

        Hi! I have already set up the TXT records in Namecheap but I keep getting the "Verification Failed" pop up. Was wondering if I'm the only one who has this problem and can anyone help me with this? Thanks!

      • Emails stuck in Queue

        Hi there, Since yesterday I have a few out going emails stuck in a queue. It say it will auto retry sending however nothing is happening. It seems to be affecting roughly 50% of my outgoing emails. Please help Thanks

      • Soft Bounce from transational emails from BREVO (Sendinblue)

        I manage the website of a client who uses your EMAIL service for the domain floranativadobrasil.com. And I use the BREVO email service, previously called SendinBlue, to send transactional emails about events specific to the website. All emails sent to

      • Ability to Edit YouTube Video Title, Description & Thumbnail After Publishing

        Hi Zoho Social Team, How are you? We would like to request an enhancement to Zoho Social that enables users to edit YouTube video details after the video has already been published. Your team confirmed that while Zoho Social currently allows editing the

      • Introducing Multi-Asset Support in Work Orders, Estimates, and Service Appointments

        We’re excited to announce a highly requested enhancement in Zoho FSM — you can now associate multiple assets with Work Orders, Estimates, and Service Appointments. This update brings more clarity, flexibility, and control to your field service operations,

      • Getting an error Address not found Your message wasn't delivered

        Hey, I'm trying to configure zoho mail for my website https://businessentity.org/ The email is meredith.karter@businessentity.org I'm able to successfully send the mails but when someone sends an email to above mail, this error shoots up: Address not

      • Support Uploading YouTube Videos Longer Than 60 Minutes

        Hi Zoho Social Team, How are you? We would like to request support for uploading YouTube videos longer than 60 minutes directly through Zoho Social. Your support team informed us that Zoho Social currently cannot upload videos over 60 minutes due to “API

      • Need Faster Help? Try Live Chat Support

        Hello there, We understand that sometimes, whether you’re facing an issue, exploring a feature, or need quick clarification, sending an email and waiting for a response just doesn’t cut it. You need answers, and you need them now. That’s exactly why we

      • Can't deactivate Spell Check

        Hi Community, right now I'm using the Zoho Mail Desktop-Software. So far, so good.. many possibilities. Overall very nice. What is extremely annoying right now, is that we are not able to deactivate the Spell Check feature. And we are barely able to focus

      • Zoho Toolkit Email Signature Generator

        I'm having real issues with the email signature generator with no matter where I host the photo, Zoho doesn't seem to show the photo on the link provided?

      • Company Policy Upload - Request All EE to review and sign

        How can I upload policies into Zoho People and have the employees review them and sign off saying they agree, etc.? Also, if I make a revision to a policy, I would like that changed or updated policy to be distributed or have the employees notified that

      • Zoho Sign Global Settings vs. Template and Document

        Hello, We are running into an issue on a current use case. We already use Zoho Sign. Now that KBA is available, we want to begin using it in our tax delivery process, by allowing clients to sign electronically, but also download a copy of their return

      • Zoho Mail Desktop Crashes on Linux - Ubuntu 24 LTS

        Hi, I have been trying to run the desktop app on Ubuntu for the past few day with no luck. I have tried both the .deb package and the appImage. When I attempt to open the app. It just crashes immediately. The crash error dialog appeared once and I cant

      • Can't login to Zoho mail

        I'm logged into Zoho but when I try to go in zoho mail I get: Invalid request! The input passed is invalid or the URL is invoked without valid parameters. Please check your input and try again. I just set up my mx records and stuff with namecheap a few

      • Zoho IP blocked by SpamCop

        Hi, Many of my emails are blocked and I receive this:  INVALID_ADDRESS, ERROR_CODE :550, ERROR_CODE :spamcop.mimecast.org Blocked - see https://www.spamcop.net/bl.shtml?136.143.188.51. - https://community.mimecast.com/docs/DOC-1369#550 [DGwIYPPSOfWI

      • Can I execute two 'functions' when completing a mail merge from CRM?

        Hi, I have set up a mail merge from CRM Deals to a template. I want a copy of this to be saved in Workdrive, and then a copy also saved back into the deal record from which the merge occurred. I can do both independent of each other, and managed to get

      • Differences between Zoho Books and Zoho Billing

        Without a long drawn out process to compare these. If you were looking at these Books and Billing, what made you opt for one and not the other. Thanks

      • Auto-sync field of lookup value

        This feature has been requested many times in the discussion Field of Lookup Announcement and this post aims to track it separately. At the moment the value of a 'field of lookup' is a snapshot but once the parent lookup field is updated the values diverge.

      • Custom validation in CRM schema

        Validation rules in CRM layouts work nicely, good docs by @Kiran Karthik P https://help.zoho.com/portal/en/kb/crm/customize-crm-account/validation-rules/articles/create-validation-rules I'd prefer validating data input 'closer to the schema'

      • Next Page