Responsive email design, is the practice of developing emails in a way that they user friendly regardless of which device is used to access them.
Responsive email design has been growing steadily in popularity, and it’s no surprise as to why: 47% of email opens on a mobile device, and some brands see upwards of 70% of their emails opened on mobile. These brands turn to responsive design techniques to create better experiences for their subscribers, and in many cases, increase their click and engagement rates.
Responsive can complicated
Email doesn’t necessarily have to be “responsive,” but it does need to be mobile friendly. Research by BlueHornet shows that 80 percent of subscribers will delete an email marketing message that doesn’t display well on their mobile device and more than 30 percent will actually unsubscribe. The one thing to remember is that the experience after the email click – such as a business’s website or commerce store – also needs to be optimized for mobile so mobile users can easily complete the desired task or engagement.
Be focused and concise
It goes without saying that all emails should be clear and simple. On a small screen this is absolutely key. Keep the design clean and make sure that your most important message is at the top.
Use a single column
Smart phone readers don’t like to scroll so a single column template will make your email easier to navigate and your call to action easier to find.
Have a single clear call to action
Always have your call to action at the top and consider duplicating it within the pre header section of your email. Avoid having multiple calls to action so give some thought to what you MOST want them to do. If you using links or buttons make them fat finger friendly which will improve your readers journey and avoid the frustration of them laning on the wrong page.
Use 11pt minimum for body text
Emails should not be a battle to read. Never go smaller than 11pt and use 22pt for headlines. Think also about colours – make your headlines stand out (and avoid spam traps) by using strong contrasting colours. Remember that many people use mobiles in poorly lit as or turn the brightness down to conserve the battery.
Images won’t always be seen
Iphones have images on by default but Android turns them off – consider the growing popularity of Android and avoid using any unnecessary images. If you going to use images then ensure that they ave image descriptions or alt-text. Never place a large image in your header or it will look like you have sent a blank email. Never use images as your call to action or as your signature – use html – it doesn’t look at pretty but it will be seen.