Mobile Marketing: Fit the Message to the Screen

Michael-BurnsBy Michael Burns, Founder and CEO, Michael Burns & Associates

It’s 10 o’clock. Do you know where your iPhone is? Chances are it’s next to you.

More and more Americans are tethered to their mobile devices, and as a result, mobile communications have reached epic heights among B2B marketers. The B2B Email Marketing Benchmark Report found 74 percent of B2B communicators consider email marketing vital to their success, which is largely due to the popularity of mobile devices.

A study by Litmus Labs shows 42 percent of the email client market share is found on a mobile platform, and between October 2010 and October 2012, the number of people who checked email on a mobile device increased by 300 percent.

So what do all of these numbers mean for B2B communications? It means we need to tailor our pitching and messaging to fit on a handheld screen.

To get the best results:

  • Keep it short, sweet and pertinent:
    • From: If readers aren’t interested in who it’s from, it won’t be read. The Email Sender and Provider Coalition found 73 percent of readers click “Report Spam” based only on who sent the email.
    • Subject: Keep the subject line at 35 characters or less.
    • Viewport: The most important information should be at the top. Use bullets, borders or background colors to encourage readers to scroll down.
    • Scrolling view: After reading the full message, make answering the call to action easy and obvious.
  • Make interactive elements large enough to easily tap.
  • Align links and buttons to the center or left for easy use.
  • Separate links so readers don’t accidentally tap more than one at a time.
  • Never say “Click Here” because mobile users tap.
  • Use fluid grids, fluid images and media queries to allow smart messages to sense the type of device and the right display.
  • Optimize the layout and graphics for a mobile device.
  • Stick to a single column and large text.

As B2B communications become more mobile, effective marketing techniques must move messages from the tips of fingers into the palms of hands.


About the Author:  Michael Burns is founder and CEO of Michael A. Burns & Associates, one of the leading B2B PR and marketing communications firms in the southwest.  Michael has more than 25 years of experience in public relations, strategic marketing and corporate communications, and is a specialist in developing and implementing media relations and marketing communications programs on a global scale.  He has earned numerous PR awards and has built a reputation as one of America’s leading experts on business, financial and international communications. He serves on the advisory board of the School of Communications of Southern Methodist University and is a member of the French/American Chamber of Commerce. 




1 Comment

  1. Leigh Hopkins on September 19, 2013 at 8:24 am

    I enjoyed your article. In addition to the terrific tips you provided on how to optimize your own content for mobile, another consideration is how to leverage mobile social platforms for marketing. For example, Instagram is a perfect venue for brands and companies to market to consumers-on-the-go. Pictures appeal to emotions, resonate across cultures and drive more engagement than any other form of content, and Instagram allows you to make the most of this on consumers’ mobile phones. You can read more on this topic here: