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7 Facts About Responsive Email on Mobile You Need to Know in 2014

  |  February 27, 2014   |  Comments

Continued from

5) Design/write for mobile first - this allows you to keep your keep your focus on action-oriented content and will increase your conversion rate. Econsultancy offers good examples of what a responsive email should look like as well as what to think about when getting started on responsive email design:

  • Responsive email means you just need to create one code for all devices with the idea of just needing to optimize on different platforms.
  • Change your content with simple call to actions.
  • Target specific devices. You have to experiment and see what works in terms of rendering, readability, and usability across as many platforms as possible to get it right.
  • Analyze your results. Find out what works in terms of open rates and engagement so you can use this data to create a more targeted campaign next time around.
  • Here is a good example of Asos prioritizing their content from desktop to mobile. asos-6
  • Long-term efficiency is key - optimizing for responsive email may seem daunting at first, but once the templates are created, they will be more structured than newsletter templates.
  • Monitor results - has you user engagement increased? If not, what sort of improvements do you need to make? Be aware of what your customers are saying or not saying to you.
  • Choose the correct email layout for your messaging - are you using the right template? Be sure that the template works with your content, whether that's with: 
    • Shrink Wrap - Adopted by letter formats and newsletters.
    • Column Drop - If you have multi-column layouts, you can design the columns to drop down so they sit underneath each other.
    • Layout Shifter - This format is least used in email as it features the most dramatic changes in email.

6) Know your customers. Do you know how many of your customers need responsive email design? Is this question included on the Web sign-up page? If not, you should ask.

7) Now that your templates have been created, continually test everything from design, keywords, and content to imagery in order to stay ahead of your competitors. Once your responsive templates are optimized, GetResponse gives us some great email principles to keep in mind:

  • Customize content: Your email needs to be 100 percent about your customers' needs and interests.
  • Mind the design: Make it easy to read, scroll, and click on all display devices, not just desktop.
  • Sound human: Let your subscribers feel the email is from you - a real person, not an impersonal and indifferent brand.


Responsive email is more than just another marketing trend and is a reality as more consumers move over to everything mobile. Mobile has changed the way we consume content and it's important as marketers that we make information easily accessible to consumers.

Discovering better ways to keep your audience interested is always an exciting challenge. Redesigning your email can be a daunting task but the insight you can glean is priceless - test, optimize, and repeat to determine what you can do next!


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Kevin Gibbons

Kevin Gibbons is Managing Director of digital marketing agency BlueGlass UK. A highly respected blogger on search engine marketing and social media, Kevin also speaks frequently at leading industry events.

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