Are you ready for responsive email design? (It’s already happening.)

Are you ready for responsive email design? (It’s already happening.)

If you have been sending email newsletters for your organization for any period of time, you may have noticed that the landscape changes with the blink of an eye. Heard the latest?

Usage of mobile devices is soaring. That means not only are users able to access games, recommendations, and social apps on the go, but also email. Statistics say 44% of email is now opened on a mobile device. Creating emails designed specifically for mobile users is more important than ever. Have you ever tried looking at a marketing email on your smartphone or tablet, and not been able to zoom in properly on an image? Or worse, tried to tap a link that is too small to single out with your fingertip? Mobile email can be frustrating. Be sure you are making it as easy as possible for your subscribers!

Enter the concept of responsive email design. This specific design method dynamically adapts the content and layout of an email depending on the type of device on which it is being viewed, desktop or mobile device. For example, the below email from a family favorite is beautifully created to be viewed on a computer:

As you may imagine, when viewing this same email on a smartphone while also balancing a full schedule, a toddler, and a latte, this text and great detail can be overlooked. Fortunately, this email was designed responsively, so that when viewed on a mobile device, the very same message looks like this:

It’s a breeze to scroll through, get the pertinent information, and easily take action!

Some other tips to keep in mind:

  • The goal of an email is often to drive readers to your website, so be sure your landing page is mobile friendly as well
  • Be sure your call to action is clear – a great tip for any email
  • Test, test, test
  • Get more tips for creating mobile-friendly email

Depending on the audience to whom you are sending and the products or services that you are touting, mobile email viewing can account for a high percentage of your overall opens. Adopting these habits can absolutely increase the actions taken on your emails – usually clicks. That results in higher ROI for you! Our talented Design Services team created the above example and can do the same for you. Talk with your strategic advisor for guidance, or if you have a self-service iContact subscription, reach out to the Design Services team for help.

 

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