Published by Sita Kalluri on June 11, 2014
Mobile internet users are estimated to reach 185 million by June 2014. More email is read on mobile than on desktop but brands have not responded to this changing user preference of email reading. As a result, 70% of this growing base is deleting emails as they are not mobile compatible.
Let medium not control your conversation with your customers.
How your customer chooses to interact shouldn’t affect his experience with your brand. To enable seamless flow of conversation, brands need to adopt seamless flow of design. In other words, they should have responsive email design.
What is Responsive email design?
Simply put, it is designing emails such that they are easily readable on every device available (mobile, tablet, laptop and desktop). Give your email design a dash of responsive code and voila! Your email fits beautifully in any screen. Ethan Marcotte had introduced âresponsive web design to the world way back in 2010 and gave a new definition to user experience by crafting websites for optimal viewing. This approach now finds usability in the email html space.
This is how the email adapts to different devices-
Click to view larger image
Marketers should realize that responsive email design is not a matter of choice but survival. A recent study brought out a surprise revelation about customer behaviour. If a customer doesn’t act on your email in that moment, chances of opening that email on another device are minimal, just 2%*. So all those well intended mails you have written go waste when your customer canât read them properly on their mobile phones.
Designing a responsive email
Just like with responsive websites, there are three main technical components for responsive email design Media queries, flexible images and flexible layout.
Building a good responsive design can be time consuming and sometimes tricky as not all mobile platforms are the same. For instance, older versions of desktop browsers, Android Gmail and Blackberry do not support media queries. But if mobile is what users prefer to check emails (and it is) then marketers need to look beyond the difficulty to create the best mobile experience possible for their customers.
Here are 5 key elements marketers should consider when creating a responsive email:
Hide content and use the right amount of white space as too much information bundled up confuses the reader what to read first.
Another point to consider is the spacing between links. It’s recommended to have a spacing of 22 pixels so as to avoid wrong clicks.
Below is an example of an email that doesn’t adjust to the smart phone screen size. Usage of multiple columns and crowded information will disinterest the reader.
The momentum is set and the number of people reading mails on mobile are going to drastically increase Today its 30% and we predict it to cross 50%+ by end of 2014. A brand today cannot survive if their emails are not mobile compatible. So Act now, Go Responsive…
* Mobile Email Opens Report, http://www.knotice.com/
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