Why is 'responsive' so important for email?
Article overview
Responsive email templates are designed to dynamically adapt to different devices and therefore to different screen sizes on which they are displayed. A properly designed responsive template can deliver a consistent and optimal experience to users, whether they open the message on a computer, smartphone or tablet.
Why is it so important?
According to zippia.com, as much as 61.9% of sent emails are opened on mobile devices. From year to year, smartphones play an increasingly important role in our lives, which means that this value in practice is constantly growing. With today's fast-paced life and a huge amount of stimuli, recipients do not want to waste time guessing the sender's intentions. If, for example, the graphics are not properly adjusted - covering the entire screen as a consequence, the font is too large, and the Call-To-Action buttons are too small, then we will not attract the attention of our potential customers with such an e-mail. This is important because, according to Campaign Monitor, around 70% of recipients delete an email within 3 seconds if it is badly formatted. What's more, even 15% of them cancel their subscription to a given newsletter as a consequence.
What can we do?
The first and also the simplest method is to use Drag'n'Drop wizards, which are offered by most email marketing tools. In such a wizard, we build a message from "blocks" that represent specific elements, i.e. images, headers, text fields, etc. Then we fill the appropriate places with content and easily give our newsletter a specific visual style. In addition, there are a few formalities, i.e. adding appropriate links or ALT alternative texts. A more advanced method, however, is to directly encode the template in HTML. To make it possible, of course, a practical knowledge of this language is necessary, as well as CSS. It is worth remembering that although the HTML language allows both the coding of e-mail templates and the creation of websites, these two activities are significantly different. An undoubted advantage of coding e-mails in HTML is, among others: much greater control over the final appearance of our message.
Summary
If this topic seems interesting to you and you see an opportunity to optimize your own activities in this area, please contact us. Together with our Email Developer and an experienced Designer, we will help you fully adapt your emails to modern market needs. Thanks to this, your recipients will enjoy reading your messages, regardless of where and on what device they open them.
