Creating an email template that’s both elegantly designed and works across various mobile devices, tablets, and computers has become essential for success with email marketing campaigns. While large companies and corporations have plenty of resources to devote to making sure that all communications look equally sophisticated on all devices, most smaller businesses do not have the same bandwidth.
However, working with software providers who understand the challenges of responsive email design and can offer actionable solutions can offset many of these issues.
Designing a Successful Marketing Email
There’s an art and a science to creating a responsive email template , which makes this type of project one of the most difficult, yet rewarding endeavors for agency professionals. Not only does the copy and design of the email itself need to be inviting (to encourage users to open it) and compelling (in terms of whatever offers is being presented), it needs to look equally appealing across all devices that the target audience could use to open the email.
Information Architecture and Responsive Email Design
Starting from the beginning, the overall information architecture and layout of each email sent must be considered. A subject line that captures user attention, an attention-getting opening paragraph, and a closing call to action that seals the deal should also be carefully considered.
What’s more, any images, infographics, or other artwork that’s included in the email should not only be properly coordinated with the text, but compressed and sized to ensure it looks correct and can be easily displayed for the target user, regardless of which device they’re using.
Mobile-Optimized Email Layouts
Outlook, Mac Mail, and most mobile devices may automatically take care of any email layout issues (depending on the app being used), but designing for any prospective complications in advance may solve problems before they even start.
Using the proper HTML and ideal CSS styles to organize the navigation, enlarging the fonts, choosing single screen layouts, and applying appropriate padding and choosing high contrast colors can go a long way towards ensuring that your email templates will work on everything from a basic PC to the newer iPhones and Androids. Keep in mind that 44×44 is the minimum target size for links or buttons that need to be tapped on a touch screen (according to Apple) and the minimum font size is 13 pixels.
Basic Responsive Email Design Elements
Keeping all the key info above the fold and avoiding extraneous design elements like social buttons and related content links is important as well – users won’t open emails that take too long to load. And if a given email design template works well and looks excellent on an iPhone, chances are it will work on other smart phones as well.
It’s also essential to consider the fact that nearly 50% of emails are opened on a mobile phone or tablet , which means any email sent must look perfect across every possible device – including iOS devices, Androids, Windows Phones, and Blackberries. People look at their phones an average of 150 times per day , so they are likely to at least see your email – but on the other hand, 69.7% of people will just delete an email if it doesn’t look good or work well on their phone or tablet.
Consumers (both B2C and B2B) expect emails to open and work perfectly, so there’s no room for error when it comes to email marketing and newsletter design. The end user just doesn’t have any patience – and why should they? Most major companies have perfected responsive email design at this point.
Working with an Email Marketing Specialist or Design Firm
Working with a digital marketing firm that specializes in the creation of responsive and mobile-friendly emails using customized templates is a smart choice for all business owners – regardless of the volume of emails that need to be sent at the moment. Also, keep in mind that you never truly know when your email list will grow and the size of your campaign may need to be increased – depending on various marketing programs and advertising activities, email subscriptions may double or triple overnight – an issue that is a great problem to have in the long run, but can definitely cause some short-term headaches.
What’s more, specialized firms often have access to software and testing expertise that aren’t readily available on the web for individual users.
Why Responsive Email Design is Now Imperative
Understanding the necessary features of successful email layouts has gone from a vanity project to an essential element of any marketing campaign, regardless of the size of your business. What’s more, your prospective clients will expect to see email templates that look perfect on every possible device – there’s no room for error anymore.
Therefore, finding a suitable partner is a key decision -but what’s more important for a small business owner is a strong grasp of the many techniques, tactics, and steps that go into building a modern email program, complete with responsively designed templates.