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

    Nederlandse Hulpbronnen


      • Recent Topics

      • Add Custom Reports To Dashboard or Home Tab

        Hi there, I think it would be great to be able to add our custom reports to the Home Tab or Dashboards. Thanks! Chad

      • Digest Octobre - Un résumé de ce qui s'est passé le mois dernier sur Community

        Chers utilisateurs, Faisons le point sur les temps forts du mois d'octobre au sein de notre Community Zoho France. Partager des informations sensibles, comme des mots de passe, peut vite devenir compliqué et risqué. Les données circulent par email ou

      • How do I fully delete a user account

        Hi, I have two old accounts on my CRM which are inactive and show as 'Closed' in the list of users. BUT they are basically still there. How do I fully delete these accounts? They appear in some parts of CRM still such as the on the contact record emails

      • Automatically Add Recurring Zoho Meeting Events to Zoho Calendar / Zoho Meeting Calendar

        Hello Zoho Meeting Team, Hope you are doing well. We would like to request an enhancement regarding recurring meetings created inside Zoho Meeting. At the moment, when we schedule a recurring meeting in Zoho Meeting, it does not appear in Zoho Calendar

      • Credit Management: #6 Tackling Common Mistakes in Credit Based Billing

        Businesses extend credit to build relationships, make buying easy, and drive more sales. But somewhere between extending and collecting, things begin to slip. A few late payments here and there, an overlooked invoice, and a backlog make cash flow feel

      • Tasks Statuses

        Hi, The task status "Completed" is a final status which closes the task. We need to have a status "Cancelled". However, when the status is set to "Cancelled", the task prompt still has a blue button to Close Task. When the customer clicks that and closes

      • Updating Blueprint stage from my Deluge function

        Hi all, I need to update the blueprint stage. Its almost working, but ONLY if the current Deal stage is 'Closed Lost'. On any of my custom stages that Ive specified in the pipeline it doesnt work! My code: dealmap = Map(); deal_stage = deal.get("Stage");

      • Canvas: is it possible to have a fixed header?

        Hello. Does Canvas provide the option to have a fixed header, similar to the standard view? It would also be interesting for other parts of the interface, like the header or sidebar of the tab section. Thanks!

      • Limited layout rules in a module

        There is a limit of 10 layout rules per module. Is there a way to get that functionality through different customization or workflow + custom function (easily accessible), etc. Having just 10 is limiting especially if module contains a lot of data. Are

      • dealing with post dated cheques

        Hi, can you help me please the best way to deal with this We sell an item of three months duration that is paid for with post dated cheques in monthly stages example - item is sold £3000 Cheque 1 is for £1000 due at time of sale (say Sept) cheque 2 is dated 25th of next month (Oct) cheque 3 is dated 25th of next month +1 (Nov) Now, with invoice number one it's simple - i send a standard invoice as usual But with the other two here's what i want zoho to do next month i want it to send an invoice on

      • Using Contains as a filter

        We are using Zoho Reports, ServiceDesk Plus analytics. I do not see how to create a report filter using Contains comparison of a string values, is one string contained in another. For example, Task Title contains the word Monitor. Is this possible in Zoho Reports?  This reporting feature is available in SDP reporting. Thanks in advance, Craig Rice

      • Mass import of documents into Zoho Writer

        I'm using Google's word processor at the moment but feel that Zoho does a better job (on the online apps market). Iwant to move my documents (about 50-70) to Zoho but it seems to me that I have to import them seperately. Is it already possible to upload several documents at a time or is this a forthcoming feature? Cheers Rolli :?:

      • Error 400 Booking

        Added a custom domain to Booking. Am Getting a SSL Error that has some other domain on the SSL and giving a 400 error. Followed instructions and it stated it verified our domain.. However it is not working. Please Help!

      • Set off Unearned Revenue

        Hi, I would like to get a clarification on the below. I have an opening balance of BD.725/- in my Unearned Revenue A/c which includes the overpayments of 6 clients. No One of my clients settled his invoices by paying the value of the invoice less the

      • How Zoho Desk contributes to the art of savings

        Remember the first time your grandmother gave you cash for a birthday or New Year's gift, Christmas gift, or any special day? You probably tucked that money safely into a piggy bank, waiting for the day you could buy something precious or something you

      • Add Webhook Response Module to Zoho Flow

        Hi Zoho Flow Team, We’d like to request a Webhook Response capability for Zoho Flow that can return a dynamic, computed reply to the original webhook caller after / during the flow runs. What exists today Zoho Flow’s webhook trigger can send custom acknowledgements

      • When moments in customer support get "spooky"

        It’s Halloween again! Halloween is celebrated with spooky symbols and meanings based on history and traditions, with each region adding its own special touch. While we were kids, we would dress up in costumes along with friends, attend parties, and enjoy

      • email moderation issue when email is sent in the name of a mail group

        Symptom: an email that is sent by a mail group moderator in the name of a moderated mail group is held back for approval. Reproduction: Create a moderated mail group with members and moderators. Allow that mails can be sent in the name of the group (extended settings). Send an email to the group as a group moderator, but in the name of the group. This mail is held back for moderation which is unexpected. Expected: A mail sent by group moderator to a moderated group are not held back for moderation

      • Questions about Zoho mail

        Hello, I had up until recently, the free version. I got a warning message that said, "The user account (Redacted email address) 6.02 GB in your organization is almost nearing the allocated storage of 5.00 GB. If the storage exceeds the allowed limit,

      • How can I delete duplicate transactions?

        I want to delete the duplicates not simply exclude them. I have duplicates, because I had automatic bank feeds turned on (had to make sure this critical functionality was working before migrating to Zoho). Now when I import my csv's exported from Wave,

      • Multiple email addresses

        Multiple email addresses: I understand there is the ability to add an additional email field to a contact, but the functionality here needs to be drastically revised. Currently, this second email address does not log under the contact email history, nor is it available as a send address when using the Send Mail button within CRM. We recently migrated from GoldMine. I hate GoldMine, but there is one thing they did well: Email. I suggest copying them. Change the email field to an editable picklist,

      • ViewID and Zoho Desk API

        I'm looking at the documentation for Listing contacts and it looks like you can filter by ViewID. I assume this is views created in a department or all departments. Is this correct? And if so, how do I find the ViewID for that view? EDIT: I see the view

      • Ability to Link Reported Issues from Zoho Desk to Specific Tasks or Subtasks in Zoho Projects

        Hi Zoho Desk Team, Hope you're doing well. When reporting a bug from Zoho Desk to Zoho Projects, we’ve noticed that it’s currently not possible to select an existing task or subtask to associate the issue with. However, when working directly inside Zoho

      • Print Tickets

        We have field engineers who visit customers. We would like the option to print a job sheet with full details of the job and account/contact details.

      • Zoho Desk integration with Power BI

        Hi, I want to be able to create a Power BI report which has live updates of ticket data from zoho desk, is this possile at all? Thanks Jack

      • Ability to Attach Images When Reporting Issues to Zoho Projects from Zoho Desk

        Hi Zoho Desk Team, Hope you’re doing well. We’re using the Zoho Desk–Zoho Projects integration to report bugs directly from support tickets into the Zoho Projects issue tracker. This integration is extremely useful and helps us maintain smooth coordination

      • Ability to Choose Task List and Add Subtasks When Creating Tasks from Zoho Desk

        Hi Zoho Desk Team, Hope you’re doing well. We’re using the Zoho Desk–Zoho Projects integration to seamlessly connect customer tickets with project tasks. While the integration works great overall, we noticed two important limitations that affect our workflow

      • Sync Task Status from Zoho Projects to Zoho Desk

        Hi Zoho Desk Team, Hope you’re doing well. We’re actively using the Zoho Desk–Zoho Projects integration, which helps our support and project teams stay aligned. However, we noticed that when we change a task’s status in Zoho Projects, the change is not

      • Default/Private Departments in Zoho Desk

        1) How does one configure a department to be private? 2) Also, how does one change the default department? 1) On the list of my company's Zoho Departments, I see that we have a default department, but I am unable to choose which department should be default. 2) From the Zoho documentation I see that in order to create a private department, one should uncheck "Display in customer portal" on the Add Department screen. However, is there a way to change this setting after the department has been created?

      • Zoho CRM IP Addresses to Whitelist

        We were told to whitelist IP addresses from Zoho CRM.  (CRM, not Zoho Mail.) What is the current list of IP Addresses to whitelist for outbound mail? Is there a website where these IP addresses are published and updated?  Everything I could find is over

      • Color of Text Box Changes

        Sometimes I find the color of text boxes changed to a different color. This seems to happen when I reopen the same slide deck later. In the image that I am attaching, you see that the colors of the whole "virus," the "irology" part of "virology," and

      • The difference between Zoho Marketing Automation and Zoho Campaigns

        Greetings Marketers! This post aims to differentiate between Zoho Marketing Automation and Zoho Campaigns. By the time you get to the end of the post, you will be able to choose a product that objectively suits you. What is Zoho Marketing Automation?

      • How to use Rollup Summary in a Formula Field?

        I created a Rollup Summary (Decimal) field in my module, and it shows values correctly. When I try to reference it in a Formula Field (e.g. ${Deals.Partners_Requested} - ${Deals.Partners_Paid}), I get the error that the field can’t be found. Is it possible

      • Zoho Mail Android app update - View emails shared via Permalink on the app.

        Hello everyone! In the latest version(v2.8.2) of the Zoho Mail Android app update, we have brought in support to access the emails shared via permalink within the app. Earlier, when you click the permalink of an email, you'll be redirected to a mobile

      • Let us view and export the full price books data from CRM

        I quote out of CRM, some of my clients have specialised pricing for specific products - therefore we use Price Books to manage these special prices. I can only see the breakdown of the products listed in the price book and the specialised pricing for

      • How to create a Zoho Mail extension similar to Outlook's OnSend add-in?

        Hi, I want to create a Zoho Mail extension similar to Outlook’s OnSend add-in. The extension should: Let the user select headers and footers from a taskpane while composing an email. When the user clicks Send, the extension should: Automatically insert

      • How to display Motivator components in Zoho CRM home page ?

        Hello, I created KPI's, games and so but I want to be able to see my KPI's and my tasks at the same time. Is this possible to display Motivator components in Zoho CRM home page ? Has someone any idea ? Thanks for your help.

      • Introducing Record Summary: smarter insights at your fingertips

        Hello everyone, We’re excited to introduce the Record Summary feature. This powerful addition makes use of Zia to simplify how you interact with your CRM data, providing a seamless, consolidated view of critical record information. Scrolling through the

      • Zoho Bookings changes Lead Source

        Hi. i would like to know if there's a way for Zoho Bookings to not change the lead source when booking a lead for an appointment as the lead source will be used in a report. Scenario: Lead source: Website after booking an appointment Lead source: Zoho Bookings Thanks. Dan

      • Delegates should be able to delete expenses

        I understand the data integrity of this request. It would be nice if there was a toggle switch in the Policy setting that would allow a delegate to delete expenses from their managers account. Some managers here never touch their expense reports, and

      • Next Page