Is your business currently using responsive email design to improve contact with your client’s?
Email users expect to be accommodated when accessing their messages on their mobile devices.
The numbers speak for themselves: 47% of emails are now opened on mobile devices, according to a study of over 250 million opens worldwide by email analytics providers Litmus. That statistic speaks volumes not only about mobile device adoption, but also about how comfortable we’ve become consuming email on the go.
This is making designers and developers realize how important it is to use responsive email design.
Responsive techniques allow designers to hide, stack, expand/collapse or modify content to optimize content display in emails on smaller screens. So if, for example, you have three short paragraphs in your email, you could hide those paragraphs and instead display a shorter message and a call-to-action on a mobile device — thus allowing the user to engage with your email on the move, with ease. Of course, this takes more than just clever HTML/CSS code: content plays a big part in crafting a memorable and effective responsive email that makes do with concise, yet to-the-point messaging.
There is not a ton of data explaining exactly how this technology works on different devices, so designers still have to test their templates on every device possible. This usually entails cutting down the amount of content being used to get the point across faster and more direct without running into restrictions.
Below are a few goals you should aim for when building your own responsive email designs to create conversions:
Ensure that your mobile-optimized emails follow prescribed guidelines to aid reading and interaction on touchscreens, such as sizing buttons and fonts. Increased usability means that users will feel more comfortable taking action directed by your email.
Creating a consistently usable experience even beyond the email is crucial to making conversions happen. Whether you’re displaying detailed information on your site, or drawing users to a landing page, ensure that the destination is optimized for mobile viewing; taking care of little details, like pasting a coupon code advertised in your email into a web form on a target page, also goes a long way.