2. Write short paragraphs
The fewer words you can use, the better. When emails contain a lot of text, the reader needs to scroll more to get through the entire newsletter. On mobile devices, the amount of scrolling will be significantly more. That’s why it’s recommended to keep your writing short and compact.
And like we said before, make sure you position the most important text “above the fold” so that your subscribers don’t need to scroll to see it. Otherwise, they might miss out on some important communication!
Using fewer images also helps to shorten your email design vertically. Keep in mind that even when you use two columns (for example, a picture on the left and text on the right), you’re saving space on desktop but these columns will stack underneath each other on mobile, making your email longer.
This email from toothpaste manufacturer Bite shows how to keep your text short and to the point.