Why and how responsive emails help in marketing?

03 August 2018 / By TE Author

Amongst various digital platforms, statistics suggest that email open rate is highest on a mobile device. This stat simply means, your email should look readable and beautiful (more importantly – not filled with broken links/images, etc.).

Evidently, responsive email designs provide an optimal customer experience but this reason doesn’t seem to convince business owners to make a switch to it.

Furthermore, 70 percent of users instantly delete emails that are not well supported on a mobile device. Do you still not find responsive mailers a good reason to unleash the company’s success potential? Well, you might want to reconsider, because a responsive email template is easier to build than an email from a traditional HTML template.

The switch to responsive email design may require a greater investment in design and coding resources. But it’s worth the effort as the template lets you build an email at a faster rate because management loves fast and efficient solutions.

The Inception

responsive web design

The responsive web design started trending in 2010 when Ethan Marcotte ruled out the need to create several designs for every web device. He called these design templates as facets that provide the same experience. His mantra was to design a template once and view it everywhere. Now that’s true innovation!

Responsive web design is a practice of creating websites that are versatile and can be accessed through any device. The adaptability is attributed to its reliance on media attributes. Recent advancements have brought this approach to the HTML email universe.

The application part of this approach was quite evident with flexible images, fluid grids and media queries.

Very soon the CSS elements were part of the gmail platform. Even though the imagery is blocked by email clients, the efficiency aspect of responsive design took over the retail emails. That’s because traditional emails are often imaged only and without any HTML text optimization.

Responsive email techniques

responsive email

There are various terms for email development techniques such as scalable, fluid, adaptive, responsive, hybrid and spongy.

The designers and marketers are shifting their focus from traditional-scalable and fluid techniques to the latest and newest methods such as responsive and hybrid email design.

The latter technique allows emails to undergo a slight layout change without tampering with the content and make it effortless to be viewed on any digital device.

  • Scalable design
  • This layout format can be used if you want to spice things up with a little coding effort. It consists of three components:

    1. A single-column layout that is scalable for all sizes
    2. Large eye-catching text
    3. Call to action button
  • Fluid design
  • Fluid design layout uses a percentage-based sizing. It automatically adjusts the width of tables and images according to the screen size of the device.

    This design can be used making your email fluid by sticking to a single column.

    Give this format a try if you don’t mind your content to be surrounded by extra whitespace.

  • Responsive design
  • Responsive design provides customers with customized content on their chosen device. It constitutes email templates that transform themselves according to the screen size they are viewed on. These emails are never out of shape regardless of the device it’s viewed on.

  • Hybrid/spongy design
  • This technique as the name suggests is a hybrid and uses a bit of responsive and fluid techniques. It comes with outlook support.

Why is responsive email template always a better option?

responsive email

As mentioned several times, responsible emails are faster to develop than a traditional template. Why? Here’s a list of causes:

  • It doesn’t require the creation of design layouts and tables each time, instead, it needs few little tweaks of an already existing code.
  • Responsive emails require lengthy texts which accommodate revisions after the development of email.
  • They use a predefined template for all sizes to avoid the necessity to create a unique version for each device.
  • Simplifies the QA process as it eradicates HTML specific code that is normally present in a traditional template.
  • Responsive emails are structured and predefined templates that save timing in both designs and build.
What are the perks of using responsive email templates?
  • It makes you consider the content.
  • It makes the designer consider the strategic positioning of important featured content on a single width column layout.
  • Responsive design increases open rates and click rates thereby increasing conversions.
  • Responsive emails ensure correct campaign displays across all devices.
What to conclude?

Writing HTML email coding is hard moreover building responsive HTML email is much harder. But the industry stats indicate that the desperation is evident for the emails to look good on mainly on mobile and other digital devices.

We have discussed the need for responsive email design, its history and how it differs from other email design techniques.

Are you are still in a dilemma over which one is the right style for your business and audience? Then keep in mind your user email habits, the frequency of email newsletters, the user’s preferred content viewing devices.

Although responsive designs are difficult to create and code they are easily customizable. If time constraint is an issue that you cannot avoid then restrict your emails that have a single column or fluid. But if you require multi-column layouts then hybrid/spongy technique would be your go-to option.

Pick the best approach that responds and meets your business requirement adequacies. You can hire Techechelons to craft beautiful responsive mailers for you.