Singaporeans check their emails on phones more than computers.
You’ve probably noticed your own habits—scanning emails during your MRT commute or while waiting for your kopi. Yet many businesses still design emails for desktop screens.
This disconnect hurts your open rates and engagement.
Your carefully crafted messages end up ignored or deleted because they’re hard to read on mobile.
Address that with these specific tips for Singapore’s phone-first email habits.
Make Your Subject Lines Count
Short subject lines grab attention on small screens. Keep them under 40 characters. Anything longer gets cut off on most phones.
Skip the fluff and get straight to the point.
“Last day: 50% off at our Orchard store” works better than “Don’t miss out on our amazing storewide discount sale happening at our Orchard Road location!”
Test different subject lines during key Singapore shopping periods like GSS or CNY. Notice what makes your subscribers tap to open.
Design for Thumb-Scrolling
Mobile readers skim with their thumbs. Break up your content into small, digestible chunks. Use plenty of white space.
Keep paragraphs to 2-3 sentences max.
Put your most important message in the first two sentences. Add clear headings and subheadings.
Make your CTAs (call-to-action buttons) at least 44×44 pixels—about the size of a thumbprint.
Position them where thumbs naturally rest on the screen, usually in the center or slightly left.
Time Your Sends Right
Singaporeans check emails throughout the day, but certain times work better than others.
Test sending during morning commute (8-9 am), lunch break (12-2 pm), or evening wind-down (8-10 pm).
Consider work patterns too. Many professionals check emails first thing Monday morning or late Sunday night.
Track your open rates across different times and days. Look for patterns specific to your audience.
Keep Images Light but Impactful
Heavy images load slowly on mobile data, frustrating readers. Optimize your images for quick loading while maintaining quality.
Aim for file sizes under 200KB.
Use scaled images rather than letting the email client resize them.
Include alt text for when images don’t load.
Consider that many Singaporeans read emails while commuting underground with spotty connections.
Personalize Beyond Names
Simple name insertion isn’t enough anymore. Use behavior-based personalization.
Track what subscribers click, when they open, what they buy. Send emails based on these patterns.
If someone always opens food-related emails during lunch hour, time similar content then.
Reference past purchases or browsing history.
“Since you enjoyed our Laksa, try our new Mee Siam” feels more relevant than generic promotions.
Test on Multiple Devices
Your email might look perfect on your iPhone but break on Samsung. Test across different devices and email apps.
Many Singaporeans use Gmail on Android phones. Others check work emails on iPhones. Some switch between devices throughout the day.
So, preview your emails on at least 3-4 different popular devices before sending. Pay special attention to how your fonts render and if your layout stays intact.
Final Thoughts
Creating mobile-friendly emails takes extra effort, but it’s worth it for Singapore’s phone-first audience. These tips will help you connect better with local subscribers and boost your email performance.
The team at Elevan August, the best digital marketing agency in Singapore, understands the nuances of reaching Singapore’s mobile users. We stay current with local email trends and device preferences.
Whether you’re just starting email marketing or looking to improve your existing campaigns, we can help you develop messages that align with Singapore’s busy, mobile-first audience.
Let’s work together to make your emails stand out in crowded inboxes, no matter what device they’re viewed on. Get in touch with us today.
