1. Human thumbs are not as accurate as a computer mouse. Therefore, your call-to-action should be at least 44px × 44px.
2. Font size on most smart phones should be 13 pixels.
3. Be bold. Use color, images, and typography to be visually compelling and engaging.
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4. Because the screen size is small, keep the messages simple and concise.
Source: Fernando Espejel, “Send Smart”, Target Marketing, 6/13, p. 13.