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What should marketers keep in mind when building a landing page for email newsletters that will be accessed on mobile devices?

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Ensuring your e-newsletter's landing page—as well as linked content—is optimized for the mobile audience is crucial because 64% of key decision-makers view e-mail on their mobile devices, according to Marketing Sherpa. Try incorporating these best practices to ensure that your e-newsletter is just as striking to mobile users as it is for those accessing it on a desktop.
  • Optimize a landing page specifically for the mobile user. It's surprising how many links in an email direct the user to a landing page that clearly was not designed to be accessed from a mobile device. After tapping on the link, the user is presented with a shrunken window of a page that probably requires pinching, zooming, scrolling and swiping to be readable. Create a landing page solely dedicated to the email campaign that lives outside the normal navigation and framework of your website. Build that page with responsive design that reflows to look best on whatever device a user may have.
  • Make sure that the content beyond the landing page is mobile-friendly as well. Make sure that whatever offer you're presenting in your e-newsletter will work on and is easy to access from a mobile device. If your users have to register for the download, don't make the process too difficult. Since data entry can be more laborious on a mobile device than on a traditional desktop, make the registration form easy to fill out. If the payoff is a PDF, you're probably in good shape. Keep in mind that most phones require the use of a third-party app to view PowerPoint decks and other Office documents. Flash is too cumbersome for a mobile device, and think about how your users connecting via 3G will experience video. Try to be mindful of data caps, and give the user an idea as to file size so they know what they're getting into.
  • Ensure that the landing page content, as well as the email content, includes analytics. Check to make sure your analytics will be set up to accurately (or as best as possible) report on mobile visitors. Consider establishing different campaigns and goals for mobile users. If possible, try some A/B testing of different calls to actions or page layouts. And remember to review your stats. They can really help you guide future mobile-specific programs.
  • Test. Test. Test. Optimizing for mobile is a new approach for a lot of people. Some things are going to work; some things won't. Give yourself time to test and experiment. Enlist colleagues with real-world devices who can help.
Andy Hunt is director-marketing technology at b-to-b agency Godfrey ( www.godfrey.com), in Lancaster, Pa.
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