Life is about to get a whole lot better for email marketers and designers.
That’s because Google recently announced that by the end of this month, Gmail will support CSS media queries, making true responsive design a reality for the popular email service.
In a blog post, Google’s Pierce Vollucci and Steve Bazyl explained that based on feedback from email designers, Gmail will first support media queries based on width, orientation and resolution, but noted “this is just one part of an overall effort to expand CSS support in Gmail and to give email designers more control over how their messages are rendered,” hinting that additional niceties could be on the way as well.
Media query support couldn’t come soon enough. By most estimates, the majority of emails are now opened on mobile devices, making it imperative for email marketers to deliver emails that look good when read on these devices. Frequently, doing that has involved less-than-ideal workarounds. For example, some have taken mobile-first and even Gmail-first approaches to email design.
With Gmail adding media query support, email testing platform Litmus says two-thirds of email clients will now support responsive design. According to Litmus’ Kevin Mandeville, the implications of this are significant.
Most notably, he says that Google’s move will reduce the need for “hacky layout structures.” It could also encourage holdouts to make changes that bring us closer to a standard for email. “We hope this becomes the norm with other email clients like Windows Phone following suit,” Mandeville wrote.
He also noted that Google is adding support for a number of CSS font and background properties, so email designers will have more typography options and be able to take advantage of “scalable and responsive background images.”
Another major development that will have email marketers and designers jumping for joy is that Google is also now supporting <style> blocks. Amazingly, Gmail was the only remaining major email client that didn’t support these, forcing the use of CSS inlining. With <style> blocks now supported, CSS inlining will soon be a thing of the past.
In the past 18 months, Desigual, the flamboyant and colorful Spanish fashion/retail brand, has seen mobile become the dominant platform for both web traffic and email opens, and become a major influence on offline sales.
Now that your reader has opened your email, what next? With email, you only have a few seconds -- and a few lines -- to grab your reader's attention and keep them reading. So how can you craft a hook that does just that?
Ecommerce is constantly evolving. While bringing your checkout experience up to date is important, your strategy must also be ready to adapt to changing customer expectations. So how can retailers prepare their checkouts for the future?
For years now, brands have heard that augmented reality (AR) is one of the next big things, but there's a strong argument to be made that it hasn't quite lived up to the hype. Facebook CEO Mark Zuckerberg, however, believes that AR is a big part of the future.