Smartphones have officially taken over the world, and if your email marketing hasn’t adapted to that yet, you’re likely missing out on some significant conversion opportunities. With more than half of emails now being opened on mobile devices, you need to start making sure that your content is displaying properly on all those 5.5-inch screens.

Don’t force users to go back and forth

Here’s where things get a little tricky, though. When you optimize your emails to show up properly on people’s Androids and iPhones, the layout can easily look too cramped or spread out when opened on a proper computer depending on how you set it up.

This all being the case, you may be wondering what you can do to get it all set up then. If so, check out our top three suggestions to maximize your ROI on email campaigns by targeting mobile and desktop software simultaneously:

Responsive Templates

Using responsive coding can make a world of difference in the way that your email displays. There are thousands of templates available online to help set up an email that’ll look great no matter where your recipient opens his or her email from, but customization can become a pain when working solely with markup.

This is where email marketing companies like GetResponse gets our vote for creating responsive email templates for successful email marketing campaigns: Their editor is simple, plus you get all the benefits of the company’s campaign management and analytical tools such as their email tutorial site, which is extremely helpful for novice to savvy email marketers, tons of information to gauge and tons of added value to users.

Shorten Your Subject Lines

While upgrading smartphones is easy and can be fairly inexpensive with a new two-year contract no matter the carrier, there is a huge amount of people who don’t go through the process and are content with using their three- and four-year old devices. This translates to less screen real estate to display things like subject lines and lead-in text.

Where a computer might show around 100 characters of a subject line on a maximized window, an older cell phones email program won’t even show 40. And, if a subject line is cut off, its effectiveness is diminished since the whole (albeit already short) message isn’t displayed. Take a cue from highly clickable websites like Buzzfeed and use subjects as very short teasers. Phrases like “You won’t believe this deal,” “The last ____ you’ll ever need,” and “Are you prepared for this?” convert exceptionally well with both mobile and computer users.

Use a Simple Landing Page

While a responsive email might get people to click your links when using different electronics, most of those clicks are going to take potential customers to sites designed to display on computers. And, for those sites that have responsive coding involved, much of the time they’re far too heavy on content to convert properly.

A stellar example of a great landing page is Groupon. While their page might be an extreme display of simplicity, it’s also remarkably effective, no matter what kind of browser is used to open it.

It might seem like these guidelines seem a little too easy to follow, but you’d be amazed at just how many of your competitors aren’t taking advantage of the benefits from using them.