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Why go responsive?

June 27, 2014

Mobile open rates are growing and with recipients checking emails constantly, it’s important to give users the best experience possible. This is vital to keeping your subscribers happy and most importantly, keeping them engaged…
Open rates on mobile devices have surpassed the 50% mark and increasing so definitely worth the extra time. The question is do you need your emails to be responsive? Simply run a quick report on your most recent campaigns and check the number of mobile opens. The answer is here so trust your stats to make that judgement.
Why go responsive?
With the advent of internet-enabled smart phones and mobile tariffs with affordable data plans, more people have the ability to access their email on the move, whether on a laptop, tablet or smart phone. Different devices means different screen sizes, which you may need to take into account depending on your target audience.
Users would find it difficult to read the email on smaller screen and could lead to more deleted emails than opens. A mobile friendly template offers accessibility, fluidity and could lead to more engagement.
Responsive emails = Better user experience
Better user experience = Higher engagement
Here’s a list of what mobile responsive design can do:

– Change hierarchy
– Change navigation
– Enlarge fonts
– Change colours
– Change layout
– Scale images
– Add padding
– Change or hide content

As mobile devices are tiny compared to a desktop computer or laptop, you’d want to make the most of the screen. The key is increase accessibility by making it readable and fluid.
It is best to stick with a single column design because it works best on a mobile phone. Although, it's easily achievable on a mobile if you stick with a multi-columned layout as they view better on a bigger screen. Whether your desktop version is single or multi-columned, it’ll work and flow as well on a mobile. Below is an example of a fully responsive 2-to-1 column layout…

Scaleable Responsive

Make sure you run several tests to ensure your design is solid on all devices. Or run a litmus test, which gives you a preview across several email clients. The more devices you test on the better.

Posted by Andrew Chau
Email Design

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