The importance of responsive email design

The way people read their mail has drastically changed in recent years. An average of 45% of all emails are now read on mobile phones and this figure continues to rise steadily.

I’m sure we have all experienced the frustration of trying to view and read emails which do not display properly on a phone. If you have to scroll around the screen trying to read tiny buttons or to find the information you are looking for then it’s more than likely you’ll just give up and hit the delete button.

Responsive email design is built upon CSS3 media queries and uses a flexible grid and flexible images The layout adjusts to optimally display on the screen on which it is being viewed. Content is usually stacked vertically, the font is modified or pictures are scaled or deleted. As a result it’s just as easy to read on a phone or tablet as it is on a computer and the customer experience is significantly more positive with the content far easier to access and understand.

Increase your conversion rates with responsive emails
As a business owner or marketer, responsive email design is vital to your promotional email initiatives to create better experiences for your subscribers, and in many cases, increase click through, engagement and conversion rates.

Here are 3 basic principles to follow:

Drop the sidebar
On mobile, everything in your email becomes narrower and longer. This will make a thin sidebar look like nothing more than a line. And if there’s a lot of text in it, it will be pretty hard to read.

Make links and buttons big
Make links and buttons big enough for people to easily see what they’re tapping on when two or more are close together.

Get the important information at the top
There’s likely to be a bit more scrolling involved with viewing an email on a mobile device and most people stop somewhere in the middle. To make sure they still hear the most important thing you have to say, put that first.