Why are Mobile Responsive Emails Important?

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Why are mobile responsive emails important? | Emailcenter

Over the past decade, smartphones have evolved in a way that has changed the way we shop, access information and communicate with our peers. For many of us, our smartphone is the first thing we look at in the morning and last thing we look at in the evening. Society is now completely reliant on mobile technology and it has changed the way we do business.

So what does the evolution of mobile technology mean for your email marketing? Marketeers will understand the value in having a website that can be viewed easily on a tablet or smartphone, and a mobile responsive email is just as important.

Many of your subscribers will open their emails on a mobile device when they’re out and about, there’s no getting away from that. So, you need to be able to display the content of your email in a way that’s easy for your readers to digest.

What Is a Mobile Responsive Email?

A mobile responsive version automatically takes your email and displays it appropriately for the device it’s being viewed on. Tablets and smartphones all have different screen sizes, so it’s important to have a mobile-responsive email design in order to react to each individual device.

The term mobile responsive doesn’t mean simply shrinking the email down to fit the screen, it means stacking each column and other components on top of each other so that the content of your email flows nicely on a mobile device, rather than side by side.

Maxemail will automatically generate a mobile version of your email and stack content using responsive design media queries.

Mobile Responsive Email Design Example | Emailcenter

Did you know…

In 2014 it was reported that 42% of marketeers rarely used or had never used mobile-responsive designs within their email marketing campaigns. However, in 2015 this number decreased to 24%, meaning businesses are making the effort to understand their customers and the evolution of technology (Source: Salesforce)

Can You Edit Mobile Responsive Email Versions?

It’s possible to alter the mobile version of your email for tablet and smartphone viewing if you think certain content might need adjusting or be distracting. You can edit text, hide columns, adjust components and make call-to-actions bigger to cater for touchscreen.

This is easily done within Maxemail. You don’t need coding experience as the email builder automatically produces a mobile version of your email, which can be edited alongside the desktop version as required. You can have items viewable in the desktop version of your email and remove them completely from your mobile version, and vice versa.

Mobile Responsive Email Design Considerations

When reviewing your mobile version, make sure your call-to-actions are of an appropriate size for touchscreen and spaced apart. Don’t put two links too close together as this can lead to accidental clicks on the wrong one, which will affect your click through reporting.

Try to reduce the number of links to your website from the navigation menu. This will allow you to feature top level categories and increase them in size to also avoid accidental clicks. To do this you will need to keep the character length of your categories to a minimum. For example, shortening ‘Sale Now On’ to just ‘Sale’ and ‘Holiday Destinations’ to ‘Destinations’.

Make sure the images used will download quickly enough on mobile connections. Large animated GIF’s are often a key culprit here, as can be high quality hero images. Also, large hero images will look great when viewing your email on a desktop, but you may be scrolling for a while when viewing on mobile.

Alignment is something that really impacts the mobile view of an email too. For example, left aligned content on a desktop email may look a little odd in mobile view, so when editing your mobile version in Maxemail you can centralise all images and text.

What About ‘Mobile First’ Email Designs?

When building your email there are two ways of pulling together a mobile friendly design. Firstly, there’s ‘mobile-responsive’ where the email is originally built for desktop viewing and that template is then optimised for mobile viewing. The second option is ‘mobile first’ where the email is designed purely for viewing on a mobile device.

Both have their advantages. However, mobile first can have a greater reach as some email clients, such as Gmail, find it difficult to render mobile responsive code. This can affect email open rates and other engagement statistics with your customers, but Maxemail allows you to test your email across more than 30 email clients before sending.

Mobile first email templates require simplistic designs. If you wish to feature lots of products or news stories can end up making a big sacrifice in your design, which will also affect response from your desktop audience. In this case, a mobile responsive email design is the way forward.

About Nicola Faulkner

Senior Marketing Executive at Emailcenter UK Limited.


Design & Content