Did you know that 47% of email is now opened on a mobile device? (Litmus , 2014)

The internet lives in our pockets. Think about it – we are now accessing the web on our phones just as much as we are on our computers. Pretty crazy stuff! Although, you might  forget you’re even browsing on your phone instead of your computer, because the majority of pages we access mobily are optimized for just that – mobile.

Optimizing Emails for Mobile

The mobile user experience should be seamless, clean and accessible – especially when your goal is to capture and nurture leads. As a B2B marketer, you can’t run the risk of not having your emails display properly on a mobile device.

When working towards optimizing your emails, you should be checking 3 things off of your to-do list:

  • Test compatibility on multiple email clients and devices. The best services will allow you to perform a “preflight check” to check email compatibility and preview your emails on different email clients and devices.
  • Create both HTML and Text formats of your emails for BlackBerry users. Some services will automatically generate both versions for you. This is a necessity in reaching mobile users.
  • Know the deliverability score of your emails and implore best practices for marketing. Make sure you are checking all of your emails for deliverability in order to stay out of spam filters.

Check out this pre-flight checklist Pardot put together to ensure you don’t overlook anything.

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Optimizing forms

Forms are key for generating leads, so it’s important that those potential leads can access your forms easily from their mobile devices.

Here are some things you can do to keep your mobile forms simple and efficient:

  • Place your form “above the fold” so it’s easily visible and doesn’t require scrolling
  • Keep your labels and form field descriptions succinct
  • Clearly show which fields are required so prospects get it right the first try
  • Keep “before form” content to the point
  • Easily manage all styles for your form in the “Look and Feel” section of the form builder, under the “Styles” tab

If your site uses responsive design (designs that automatically adjust based on the width of the browser window), you can use the same CSS media queries in the layout templates that style your Pardot forms.

Create your CSS to incorporate different styles for different media queries. Some style differences to consider when using media queries:

  • Larger font for labels and descriptions
  • Shorter widths for form fields
  • Stack labels above form fields
  • Hide descriptions that are not absolutely necessary
  • Increase the relative size of your submit button, or use a bolder color

Link to external stylesheets in your form’s layout template, or include these styles directly in the layout template in a <style> tag.


If you have any questions on how you can better optimize your mobile presence, tweet us at @CheshireImpact