A Quick Guide to Responsive Email Design


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Email marketing design is one of the key things to consider when building your marketing strategy. However, beyond the aesthetics that many tend to focus on, you have to consider a responsive email design. The number of global email users has increased over the years as seen in the graph below.

Source: Truelist

To make the most of your email marketing and stand out from the crowd, you need something more convincing. A responsive email design might just be the missing link and this article explains how to go about that.

What is Responsive Design?

A responsive design simply refers to a design that responds to users’ behavior and environment regardless of their device, screen size, platform, and orientation. This includes embracing an approach that makes use of flexible layouts, images, and cascading style sheet media queries. The end goal of this is to ensure that the user faces no hassle while viewing your webpage or email, as the design detects their screen size and orientation and adjusts accordingly. 

In most cases, designers build for the web but what happens when the same page is viewed on mobile? Mobile traffic now accounts for 52.2% of all webpage traffic worldwide and if you’ll be building anything online today, you must factor in mobile responsiveness. A leading email marketing solutions provider – BlueHornet found out in a survey that if an email is not optimized for mobile, over 80% of recipients delete it and another 30% unsubscribe it. 

Importance of Responsive Email Design

By making your email design responsive, you get the following in return. 

1. Improved User Experience

The primary goal of making a responsive design is to improve the user experience. If the user can view your email with ease anywhere and anytime on mobile, you would have enhanced their experience. This is in contrast to when they have to pinch or zoom their screen to read your email or have to worry about not clicking the right place with a wrongly placed CTA button. This can get frustrating with time and they wouldn’t want to keep opening an email that gets them worked up.

2. Maximum Value

The benefits of email marketing cannot be overemphasized and if you must do it, you might as well get it right for maximum value. Email subscribers are very likely to open their emails on mobile and this can increase your ROI. Think about how much you could be losing by not making your email design responsive across all devices. You want to get value for every effort you put in and this should be highly considered in the design.

3. Increased Conversion Rate

Your email marketing conversion rates are probably low due to a non-responsive design. If your users are struggling to understand your email because it is not responsive on mobile, they might end up not taking any action. You want to ensure that the CTA is clear with a visible button that they can click on. Also, the email shouldn’t take more than 3 seconds to fully load, as a slow loading time could indicate poor design. This means the user will likely exit the page before it completely loads. With a responsive email design, you can have your readers, who will become potential customers, access your brand information right from their devices. They will also be able to take action without having to view the email on the desktop and this can skyrocket your conversion rate. 

4. Increased Click-to-open Rate

Responsive designs are effective and get a 24% increase in mobile clicks vs non-responsive designs. This is expanded in the image below. 

5. Reduced Unsubscribed Rates

As highlighted earlier, about 30% of email recipients tend to unsubscribe if the email isn’t responsive on mobile. Having unsubscribes is no news but no one would want to have an enormous amount of subscribers while their ROI isn’t improving. A responsive email design can make a difference here, as you get to send emails that users would love to open and read. 

Does Your Email Service Provider Play a Role?

Your email service provider is one of the key things to consider in email marketing. Each of them has its specific features and your choice could depend on how what they offer applies to your brand. However, you want to ensure that it is also easy to create responsive email designs. This is especially important if you have little to no knowledge of design and intend to use a template or drag-and-drop elements. Check out what each of these email marketing platforms provides and how they can benefit you. 

There are many platforms out there such as MailDrip, ConvertKit, and Sendinblue, among others. MailDrip, for example, gives you access to templates that you can repurpose for your emails. You can also make use of drag-and-drop elements to create one from scratch and it will be mobile responsive. Do your research and make the right choice. 

Email Design and Marketing Strategy

Email marketing design trends are on the rise lately and regardless of how many trends you incorporate in your email design, if it’s not mobile responsive, you might be sabotaging your marketing efforts. This article already highlights everything you need to know about responsive email design. However, it should work hand-in-hand with a high-quality email marketing strategy

No matter how responsive your email design is, if the content is poor and the marketing strategy isn’t anywhere right, you might just be wasting your time. You want to ensure that you put in the effort all around, from the design to the content, visuals, and promotion. 

The good news is that you don’t have to create a marketing strategy from scratch. We have done the hard work for you and all you need to do is ride on that wave! Below is a form for you to fill out to have access to a free marketing strategy template to help you get started on the right track.

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