- use call-to-action buttons, not links
- go for brief subject lines: 15-20 characters
- stacked layout: columns won't work on a narrow screen - people can only scroll down
- stick to one call to action: want to drive them into stores? the email is a coupon. want them to click to your mobile site and make a purchase? the email is a single-use promo code
Supporting articles you may find helpful by:
Pat Owings - Business2Community
Ori Yankelev- Social Media Today
Adrienne Rhodes - BlueFountainMedia
Chantal Tode - Mobile Marketer