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How responsive design plays a major role in email marketing
2 min read

How responsive design plays a major role in email marketing

Did you know that more than half of all emails are first read on a mobile device? Those are a lot of emails! Statistics like these help highlight the importance of Responsive Design.
How responsive design plays a major role in email marketing

Did you know that more than half of all emails are first read on a mobile device? Those are a lot of emails! Statistics like these help highlight the importance of Responsive Design. As more and more people start using phones and tablets and even wearable tech, it is important that you design your emails in a way that can accommodate such a wide variety of screen resolutions. Responsive design will allow you to do just that.


Making your email scalable

Have you ever heard of scalable email design? This design focuses on a simple layout, often a single column design that easily scales depending on the viewing device or fluid email design. This is just like any other email, except it uses a percentage-based sizing method.

While other methods are better than nothing at all, responsive design is by far the best option. It provides content that is tailored to the device being used. It does so by utilizing CSS media queries to create different copies that correspond to the size of your user’s screen, automatically adjusting the email text layout and content to fit the device.

It’s relieving knowing that your email will look the way you intended it to no matter what device your users have. This is good news when you take into account that with 28%, currently the Apple iPhone is the most prominent email client in use.


Other benefits of a responsive design include:

  • Making your call to action button stand out with a button rather than an easy to miss clickable hyperlink
  • Inline images
  • A more engaging layout without the hassle of manually tailoring your emails to numerous devices.

MailChimp found that using a responsive design resulted in an increase of up to 15% in the number of unique clicks from mobile users.


Responsive design best practises

Now that you are aware of what you have to gain from using a responsive design, it's time to clue you in on the best practices when implementing it into your campaigns. This may seem like a lot at first but we can assure you that the up-front time investment will save you time in the long run. Afterall, you can always recycle a good template time and time again in future emails.


5 Tips for a great responsive email design:

  • Ensure that your call-to-action is prominently displayed. You will want it to be visible without the need for the user to scroll.

  • Use a single column format to prevent excessive shifting when the content is resized.

  • Try to avoid hyperlinks whenever possible and instead use a prominent clickable button.

  • Use large fonts in the 13-14pt range and even larger for titles. This will help the content to be readable even on mobile devices.

  • Use small responsive images.


The conclusion

In truth, creating a professional email with responsive design isn’t rocket science. It may seem a little overwhelming at first, but I can assure you that the results will be worth it. Not only can you expect better results with your customer satisfaction metrics, but you can also expect a more interactive audience in general.

By using these tips and sending test emails to catch any funky formatting errors ahead of time, you are giving your email the best possible chance for success.