Email has become quite a different mode of communication as compared to just few years ago. The lines between instant messaging and email are more blurry than ever before. Email follows us everywhere: to your local supermarket, the coffee shop, the boardroom meeting, to the… shower? (OK, why not?) So when we set to re-design our new email newsletter, we knew we had to ensure a better in-shower email experience and that meant optimizing for mobile.
Setting jokes aside and looking at hard-core industry stats, one does not need to look far to realise that responsive email designs are no longer a luxury. They are a necessity and it’s no surprise why: 47% of emails are read on a mobile device, and some brands see upwards of 70% of their emails read on mobiles, depending on their target audience.
Brands have turned to responsive email design techniques to create better experiences for their audiences and drastically increase engagement and click-through rates. In the end, that’s what it’s all about: better user experience = better engagement which will translate to better ROI on your marketing spend.
In fact, usability testing has scientifically proven that raising conversions is proportional to how well-optimised the content is for the device it’s being consumed on.
Setting scientific research aside, I’m sure we all agree that we prefer using dedicated mobile sites or responsive websites when browsing on our smartphones. We enjoy the fact that we no longer need to pinch and zoom around in order read text or use navigation. There should be no difference in logic applied to websites versus emails.
So why have emails taken such a long time to catch-up? The answer is simple, but a little technical. It boils down to the continuous lack of standardisation across email clients and how they render the HTML email templates. Ask any email marketing manager, or the techie building it and the first thing they’ll say is “I hate Microsoft Outlook!”. In Outlook alone emails can be displayed differently between the old and new versions of the software and then you have Gmail, Yahoo, Hotmail, iPhone Mail, Android, Windows, Blackberry… the list continues.
But don’t despair, if you stick to some guidelines and apply a few tricks, the mission to create that perfect responsive email template can be achieved and we guarantee you that it will be worth the trouble. Not only will your brand look progressive and evolving with the times, you could see growth in a channel that is known to have one of the highest ROI’s across digital advertising.
We are happy to see some of our clients like flydubai being early adopters of responsive emails and we are sure that others will follow soon.