I was amazed a couple days ago when I received an e-mail from one of my favorite places. The e-mail featured a large graphic that could not be fully seen on my 19” desktop screen. I had to scroll over and down to take in the entire message.
Wow! I thought. I wonder how many people will take the time to do this?
Then I considered the two-inch screen. How much scrolling would I have to do to see that e-mail on my Smartphone? Could I ever receive the entire message? Would I go to the bother required to do so? Curious, I forwarded the message to my gmail address and opened it on my Smartphone.
I was surprised. Although in a much smaller version, I could view the entire graphic. Some of the wording was quite small, and the pictures didn’t offer the impact I suspect the sender desired. However, the graphic looked good in two inches.
That experiment prompted me to forward a couple of other e-mails from my main address to my Smartphone gmail. In my desktop inbox, the second one opened with a small unsubscribe atop a large picture. This was followed by a great deal of text and a few pictures. On my Smartphone screen, the unsubscribe filled the entire opening screen.
That certainly makes unsubscribing easy, I thought.
I scrolled on and on and on to access the entire lengthy message. The pictures became very small and lost their impact completely.
The third e-mail was a short text message that was easy to read on my desktop. On my Smartphone, it was just as easy to read. The bullet points in the message stood out cleanly. The link in the message took me quickly to a site that nicely gave me more information.
I realized from this experiment that senders of e-mails are not considering the customer when they craft their messages. Admittedly, receivers have several different devices upon which they can view the e-mail. These vary from 19” or larger desktop screens to eight to ten inch tablet screens to two-inch phone screens. This situation challenges the sender. Do you craft the message for the large screen, the medium screen, or the two-inch screen? Which customers are more important? Are some customers unimportant?
We want to reach all these customers, right?
When you send your e-mails, keep your customers in mind. With the growing use of mobile, they may have a two-inch perspective on your e-mail, or they may have a larger perspective. Send an e-mail that they can easily read on screens of all sizes.
This week's marketing trivia challenge is What experience have you had reading e-mails from a two-inch perspective? E-mail me your answer.
Wow! I thought. I wonder how many people will take the time to do this?
Then I considered the two-inch screen. How much scrolling would I have to do to see that e-mail on my Smartphone? Could I ever receive the entire message? Would I go to the bother required to do so? Curious, I forwarded the message to my gmail address and opened it on my Smartphone.
I was surprised. Although in a much smaller version, I could view the entire graphic. Some of the wording was quite small, and the pictures didn’t offer the impact I suspect the sender desired. However, the graphic looked good in two inches.
That experiment prompted me to forward a couple of other e-mails from my main address to my Smartphone gmail. In my desktop inbox, the second one opened with a small unsubscribe atop a large picture. This was followed by a great deal of text and a few pictures. On my Smartphone screen, the unsubscribe filled the entire opening screen.
That certainly makes unsubscribing easy, I thought.
I scrolled on and on and on to access the entire lengthy message. The pictures became very small and lost their impact completely.
The third e-mail was a short text message that was easy to read on my desktop. On my Smartphone, it was just as easy to read. The bullet points in the message stood out cleanly. The link in the message took me quickly to a site that nicely gave me more information.
I realized from this experiment that senders of e-mails are not considering the customer when they craft their messages. Admittedly, receivers have several different devices upon which they can view the e-mail. These vary from 19” or larger desktop screens to eight to ten inch tablet screens to two-inch phone screens. This situation challenges the sender. Do you craft the message for the large screen, the medium screen, or the two-inch screen? Which customers are more important? Are some customers unimportant?
We want to reach all these customers, right?
When you send your e-mails, keep your customers in mind. With the growing use of mobile, they may have a two-inch perspective on your e-mail, or they may have a larger perspective. Send an e-mail that they can easily read on screens of all sizes.
This week's marketing trivia challenge is What experience have you had reading e-mails from a two-inch perspective? E-mail me your answer.
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