Change and innovation are wired into the woodwork (so to speak) of the Internet. It’s easy to pinpoint the biggest trends – the rise of social network platforms and mobile devices, but even old horses like email are changing.
This is important to note because, despite email’s relatively elderly existence, messaging has held steady as the most effective fundraising channel, garnering an average of $40 for every $1 spent. But not the email of five years ago.
How Email Has Changed
Messaging has adapted and blossomed to hold its appeal. Visual emphasis; concise, clean writing; and mobile responsiveness are now all vital adjustments in your mass communiqués.
Here we’ll discuss why you MUST tailor your messages to be read on mobile devices. An email’s mobile responsiveness (or lack thereof) is a definite tipping point for the success or failure of your message.
Why Responsiveness Is Crucial
Half of all emails in the U.S. are now opened on a mobile phone. This means if you’re sending an email appeal via a non-responsive template, 50% of your recipients will have a sub-standard experience, leaving them unimpressed or frustrated. Patience may be a virtue in the real world, but it’s almost unheard of online.
Your page or message should appear post-card perfect in your supporters’ hands and navigate smoothly – impossible without a mobile-responsive template.
This Includes Links
Imagine a potential donor, inspired by a message from your org, clicking on a link to your website’s donation page only to find the page is a sprawling mess on their phone. Your donor won’t donate and they probably won’t return. This scenario happens more than you think.
Conversion points, the links embedded in your email that ask supporters to take action (donation pages, event registration, etc), must also be mobile-friendly, not just the message itself.
First Steps to Mobile Optimization
Not sure how, or if, you need to revamp your template? Email on Acid is a fantastic service that will test your messages across email platforms and phones.
If it turns out your template is a bust on mobile, we recommend switching to a service like MailChimp whose standard mobile-friendly templates hold their integrity across the range of devices.
Want more tips on crafting messages for smaller screens? Check out our article on Writing for Mobile.