Responsive Emails: Adapt to survive

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Responsive Email

Have you ever settled down for the evening in front of the fire with a good book, and had to read the story like this…

Imagine a book being written this way you would constantly be turning the pages to read the story.


Book publishers and authors wouldn’t dream of making their readers read their story in this way. So why do many marketers expect their customers to do just that when viewing their emails on mobile devices?

You know the ones I mean, they have teeny tiny writing; so small that you would need to borrow your grandmothers highly magnified reading glasses to read it! How frustrating is it to then have to constantly zoom in and out whilst simultaneously zooming up and down just to get the gist of what the email is about? The answer is…VERY! In fact, it’s so frustrating that most recipients don’t even read an email of this nature; they simply close it down without reading or like 70% of recipients just delete it*. Your email is now doomed!

Sending emails without considering what device your customers are reading them will only ensure one thing…a negative brand experience.

Naturally, this is something you need to avoid, especially if your competitors are one step ahead of you and are already sending out perfectly optimised emails. It doesn’t take a genius to work out which brand they would feel more inclined to make a purchase with.

Adapt to Survive

Do you remember that well-known phrase ‘Survival of the fittest’? The one that highlights that those who are best adapted to their environment, are more likely to survive? So whilst this theory is mainly used to describe different species and their environments, the same can still be applied to business, and their constant need to adapt to technological advances that impact their ability to effectively reach their customers.

A recent study by Litmus suggests that as high as 51% of all emails sent are read on mobile devices, up from 42% the year before. This is a phenomenally high amount when you consider that on average 145 billion emails are sent worldwide every single day. This equates to about 74 billion emails per day being read on mobile devices. Wow! That’s a lot!

With this steep upward trend, it is clear that until technology creates something new, mobile devices will continue to be the most prominent device for accessing emails. So it is more important than ever to remain ahead of the email curve by ensuring all your emails are fully optimised for effective mobile device viewing.

Get the Maxemail Advantage

Our clients have been able to optimise their emails for mobile device viewing for a long time now; using either their own in house teams or our expert client services team. Now our clients have the opportunity to use our industry leading fully mobile responsive Maxemail Drag and Drop Email Builder.

Responsive Emails

Since launching the Maxemail Drag and Drop Email Builder last year, our customers have been building professional looking emails without having to know any complex HTML code. Maxemail now automatically renders a mobile version of these emails by taking the content from your standard email design and stacking it into a single column. So now you can be sure your recipients are getting the very best view of your emails, regardless of the device they choose to open them on.

For more information about the Maxemail Mobile Responsive Drag and Drop Email Builder, or how we can make email marketing easy for you please request a call back or call us on +44 (0)1327 810740.

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*Source BlueHornet “Consumer Views of Email Marketing”(2012)

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.

  • Vicki Adams


    Are there any plans to enable admin users to set up templates with locked sections.

    We would very much like to start using the drag and drop mobile optmised builder but we cannot risk building templates for RoB in which the unsubscribe section isn’t locked.

    Many thanks.


  • Rupert_Adam

    Hi Vicki,

    Sorry for the delay in responding. I have passed your question over to Matt, our Product Manager to answer for you. He will get back to you as soon as possible.

    Many Thanks