Home  › Email › Email Marketing
responsivedesign

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.

Summary

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!

Page:

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...
  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...