Posted by We’ve seen emails open on phone or tablet and needed to scroll down to read every word, or tried to click on the tiny hyperlink, or looked at the content that was missing. It’s frustrating! It’s good for the marketers who believe in the flexibility of email so that it can fit well across any device. But, there are essential email design guidelines to follow to improve the look of your responsive emails.
Let’s look at the below examples and some beneficial tips to help you get started.
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What is responsive email design?
A responsive email can be described as a layout for marketing emails that are designed to look beautiful and work flawlessly on every device. The responsive templates will automatically adjust to any size screen regardless of whether you open the email on a tablet, smartphone, or PC. It will always look stunning and perform well. It will also be simple for the user to read.
What is the process? How does it work? CSS media queries modify fixed-width tables and images in order to ensure that content is flowing and adapts from larger screens to smaller ones.
If you think that this sounds like gibberish, don’t fret, your email marketing tool will take care of this for you.
In responsive email templates, your pictures, text blocks, videos, and more can be easily adapted to different sizes of screens. This means to readers that they won’t have to zoom in to view buttons and text on screens that are small. The content will be fully displayed, creating an uncluttered, seamless flow for the user (yay)!
In today’s world, the majority of people depend on their phones to check their email. Since email is the most popular method by which brands communicate with their customers and followers. It’s essential to think about this and use a responsive design for your emails to ensure your message is through clearly, regardless of your device’s type or screen size.
Why it is vital
The majority of emails are read by mobile devices. Furthermore, 75% of users say they’ll delete emails if they are unable to access them on their mobile devices. The inability to read emails due to the lack of a responsive design is one of the main reasons for deciding to unsubscribe and mark email messages as junk. It also harms the reputation of the sender as well as the delivery of emails.
Designing responsive emails is essential. Here are the reasons:
- Mobile devices are becoming dominant: “Desktops are sooooo 2010!” Research conducted by Adestra discovered that 61.9 percent of emails are read via mobile devices. If your email isn’t adjusted to the size of screens, it’s likely that you’re losing the majority of your customers.
- Emails that aren’t responsive get deleted quickly: Adestra also found that when people open an email on their phone which isn’t displayed properly, in 70 percent of instances, the email gets deleted in just three minutes. It’s as simple as blinking an eye or two. And if the pattern is repeated, it could also cause them to unsubscribe.
- Responding to emails = happy customers: A well-crafted email proves that you are concerned about the reader experience of your customers and will be more open to the message you send them.
If you wish your customers to have a great experience with you, the initial step is to ensure your emails are responsive. Although your email marketing tools will manage this, you need to follow best practices in design that will improve the user’s experience.
How do you determine the effectiveness of emails that are responsive?
To determine the success of your emails that are responsive, you should use the same metrics that you’ve used for your marketing emails. Check your open rate, click and subscribe rates to the figures you’d seen prior to the introduction of responsive emails.
What you should expect to see is more click-through, open, and subscribe rates that are accompanied by the lowest rate of unsubscribing. Those who opt-in to your newsletters may unsubscribe quickly when your emails look unresponsive for mobile phones.
Do the right thing and join the club being using responsive email today by reading the forthcoming tips.
Before kicking off, here’s a word of safety
See, no matter you’ve developed the email list or someone else has developed it for you (or you’ve bought it, which is the worst case), the chances of facing deliverability issues and potential harms on your sender reputation are always there.
How to stay safe? How to maintain reputation?
The answer is – don’t hesitate in acquiring an email verification service.
Services like MyEmailVerifier tend to keep you ultra-safe from bounce rates, low open rates, and several other potential harms. Don’t let your campaign drown in the water!
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10 responsive email design best practices
After you’ve learned what responsive email is, its purpose and why they’re crucial, now is the time to begin using this information in your daily work. The use of responsive emails will become a vital development strategy for a long time to be.
Learning how to create and utilize responsive emails that work optimally on mobile devices is an essential task for email developers.
Remember that your recipients are able to gauge their attention span based on the responsiveness of your email design is. Fortunately, there are abundant methods to help you get your campaigns well-designed.
1. Use a single-column email design
Although email campaigns that employ multiple columns in their layout are visually appealing, however, it’s recommended to stick with a simple approach when designing emails with the mobile user in mind. One-column layouts are easy to comprehend, as each column is devoted to a single area. When the columns are piled on top of one another, it’s simple to scan through the text.
2. Write short paragraphs
The fewer words you utilize and the fewer words you can use, the more effective. If emails are packed with many words, readers must scroll further to read the entire message. For mobile devices, your scrolling required will be significantly higher. It’s for this reason that it’s recommended for you to make your text brief and concise.
Like we’ve said earlier, Make sure to place the most important information “above the fold” so that your readers don’t have to scroll down to read it. Otherwise, they may miss crucial information!
Utilizing fewer images can help to reduce the length of your email vertically. Remember that using two columns (for instance, a photo on the left side and words on the other) will save space on your desktop; however, these columns will be stacked under one another on mobile devices, which makes your email appear longer.
3. Craft a simple CTA (and buttons)
A clear call-to-action (CTA) will be an all-encompassing email marketing best practice which is also the same for responsive emails as well. It is imperative to inform people precisely what you would like them to take action, whether that’s going to your shop online or clicking on the remainder of your article.
The most effective method to show the CTA is with buttons. Text links are tiny and, well, irritating and difficult to press for mobile users. Make sure that your button is big and designed with a bright color so that it’s easy to recognize. Make sure your button is at the minimum of 40 by 40 pixels. Test your CTA word size using a mobile device to ensure it’s not overly long (and it could be taking 2 lines).
Finally, if you have multiple buttons adjacent to one another (such as social icons), make sure you leave enough white space so that users can click on the button they want to click on.
4. Check the font sizes of your fonts.
Before you send the email message to your readers, make sure to test your email to test the fonts on mobile devices. You may, for instance, notice that the font is tiny and difficult to read on mobile devices.
5. Review your photos
When you use images in emails, ensure that they convey what you’re trying to communicate. For instance, if you’re selling bags, check whether the information about the bag is clearly displayed on mobiles as well. It is possible that you require a close-up photo or two.
Send yourself a trial email to make sure you’re simple to view on smaller screens. In case you aren’t satisfied, you may consider altering the format and/or using another picture.
6. Add the ALT text
In the event that your pictures aren’t displayed on an email program or the recipient has a visual impairment, it’s best to have alternative text options to use as a backup.
Ideally, the ALT text must be included in every image in your email. They provide information about what’s happening within the image. Even when images aren’t displayed, users will still be able to have some idea about what the email message is about. This is essential to create content that is accessible.
7. Check the lengths and widths
Reduce scrolling in the design of your email both vertically and horizontally. The optimal width for photos is 600 pixels on a desktop and 320 pixels on mobile devices.
Vertically, make sure to make your email as compact as you can. If your email becomes too long on a desktop email client such as Gmail will trim your content to fit the width of the device and then display a “View entire message” notification at the bottom. Mobile users are more likely to drop interest when they see how long your email is.
8. Don’t use too many images or GIFs, or emojis
In the case of pictures, GIFs, and emojis, keeping a healthy balance is essential. In order to be responsive, it’s recommended to limit their use because images could be blocked, and using emojis within emails could look different depending on the program used to read the email.
Beware of emails with images only (in all). If images are blocked by the user’s email client or client, your entire message will disappear. Additionally, while images will be scaled according to screen dimensions, any text that you have added to the images will not appear properly. This is, in essence, a denial of the goal of designing responsive emails.
The part that shows the coming market dates is a single image. If the reader’s email program blocks images, this information will be visible. To ensure your safety, it is better to alter the layout or add dates to the text as well. On mobiles, the image’s text may be extremely small and difficult to read.
9.A/B test different responsive email designs
Not sure which design of the email is the best? Try it on! Through A/B testing, you can mail two versions of the same email message to distinct samples of your customers. The email with the most clicks and opens will be sent out to the remainder of your customers.
This can be particularly helpful when creating a responsive email as you can identify the layout that gets the most clicks. You can then apply that to future automation and campaigns.
10. Preview your response email prior to sending
To tweak your responsive design for email, you should preview the design frequently as you create it. This will prevent you from getting a sour surprise in the end! With several email marketing tools, it is possible to see the way your email will appear on both mobile and desktop even while working in the editor. This means that you are able to modify your email on the move and regularly check to check how your email appears on various screen sizes.
The Conclusion
Now, if you’ve filtered a few tips out of this list, you better change your plan! Every single email responsiveness-related tip here is vital, and you shouldn’t skip any.
If you’re a marketer, keep this one as the tagline of your career – “user convenience is my first priority.”
You’ll be able to attain great conversion only if you satisfy your target audience. The more satisfaction they get, the better chances are there to get conversion out of them.
If you’re a marketer, keep this one as the tagline of your career – “user convenience is my first priority.”
You’ll be able to attain great conversion only if you satisfy your target audience. The more satisfaction they get, the better chances are there to get conversion out of them.