By Ros Hodgekiss on 14th January 2013
When it comes to link and button placement in email newsletters, most of the decision-making seems to revolve around 'where they can be seen'. However, given the popularity of mobile email clients, should we also consider 'where they can be tapped'?
Now that a large percentage of us are managing our email using inputs other than a mouse and keyboard, it's likely time that we considered the ergonomics of email design. Luke Wroblewski's recent post on responsive navigation got us thinking that the same concerns with link placement as it relates to adaptive design apply to email as they do the web.
From a usability point of view, two features that regularly differentiate emails viewed on touch devices from those opened by the keyboard-and-mouse set are:
If you browse your email on a mobile device, you've likely come across email newsletters that are near-impossible to read and navigate. In most cases, its a matter of a wide layout, or a lot of content forcing the mobile email client to zoom out as to fit it all on a small screen. The result - content and links that are too small to be usable. As Luke's post mentions:
"...while big touch targets can be comfortably used with a mouse, small mouse size targets can't be used easily with touch." 'Responsive Navigation: Optimizing for Touch Across Devices ', Luke Wroblewski
Then, there's the ergonomic factor. Unlike screens which can be quickly manipulated using a mouse's wide range of motion, touch interfaces tend to be more or less usable, depending on the posture you assume (eg. thumb typing, using the device with the hand you're holding it with, or resting it on a table). Again, over to Luke:
"These common patterns of posture create easy to hit and hard to reach touch areas. The area toward the bottom of the screen is easy, whereas the upper corners are a bit of stretch".'Responsive Navigation: Optimizing for Touch Across Devices', Luke Wroblewski
Pictured above is Luke's diagram of what are considered to be 'Hard', 'OK' and 'Easy' touch areas on a mobile device, when used by a right-handed person in a variety of postures. If on opening an email, your primary call-to-action is in an 'OK' or 'Hard' area, could this have implications for your response rates?
Now, it would be silly to radically alter a perfectly good email layout based on this touch area hypothesis alone. However, as we covered in a previous blog post on email usability, aligning your content to the left does already have a proven advantage - being seen. To recap:
"...readers of left-to-right languages (like English) are accustomed to scanning from the top-left first. Keep this in mind when designing two- or more column layouts."'Email usability: The science of keeping it short and sweet', Campaign Monitor
This scanning-from-the-left behavior continues as a reader scrolls down a screen, which means links placed in the 'Easy' zone are optimal for both reading and tapping.
In the 'Design techniques' chapter of our Guide to Responsive Email Design, we make a couple of additional recommendations regarding touch target size and placement, so we highly recommend giving this short chapter a read if you're interested in making the most of your links.
Finally, we'd like to hear your take on this crazy idea. Should we consider device ergonomics when designing newsletters? Do you struggle to navigate emails, because links are out of reach? How could this affect your response rates? Let us know in the comments below.
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