Almost, everyone now is realizing how important it is to have email and landing pages to be responsive. One of our new Marketo customer found the LinkedIn campaign failed because the email and landing pages were not responsive and approached us and we created responsive templates for the same landing pages and BOOM, the magic worked! Similarly emails also need to be responsive since our audience opens and clicks email on mobile devices.
The emergence of mobile devices has given marketers a challenge to come up with new tactics, or it can also be said that marketers can take advantage of this new platform to keep visitors engaged. Whatsoever is the approach, it has forced organizations to come up with responsive design, may it be email design or website design, to cater to the needs of all. The responsive design refers to the optimized readability of content and the appropriate layout for various devices, regardless of the screen sizes. Looking into the fact that increased number of users open emails on their mobile devices, responsive email deign has grown much in popularity.
Important steps to create responsive emails
No fixed Width: The content element should have flexible width so that it could be adjusted on different screen sizes.
Image Setup: The width should not be set within image tag to ensure that email image does not stretch out. It causes difficulties in viewing.
Table Setup: The table within table setup can help you effectively manage folding of content blocks.
Buttons: The ‘call-to-action’ button should be of appropriate size such that it is easily clickable on different devices.
Media Queries: Media Query is a special set of CSS style used to design responsive email design. It detect the size of screen and the, turn on different set of rules, accordingly.
Best Practices to Create Responsive Emails
• Images should be optimized for mobiles
• Use larger clickable buttons
• Opt for single column layout to enhance readability even on smaller screens
• Use inline CSS, rather than CSS on header of HTML
• Font size should not be less than 14px to improve upon readability
• Use simple layout
• Test it on different devices to avoid related issues
Before one starts up with designing responsive email templates, it is advisable to get insight from customer data and then, designing the strategy accordingly. One should also adopt a holistic approach for mobile versions.
Responsive email templates are supported by iOS Mail app, Blackberry OS7, Window Phone 7.5, Blackberry Z10, Android 4 X email app.
And once you have responsive templates, you are all covered and your visitors open email on phone, tablet or laptop, you be ready with your advanced strategy to serve them with the best solutions, using your responsive designs. Are you ready with your responsive emails and landing pages?