That email is mobile is already a fact. But we are not saying it, the data is saying it: the statistics of the main email marketing studies make it very clear that responsive email and responsive design have become the “must-have” in the sector.
What is responsive design in email marketing?
We are going to refresh the memory of those who still do not have very much in mind that is the responsive design in email marketing. These types of emails are designed to automatically adapt to the different sizes of the different devices in order to achieve a satisfactory design and interaction by users.
Responsive email preserves the good appearance of emails adapting it to the dimensions of each user's device. Why is it important that the design adjusts to the different devices? Well, according to a study by Yesmail, brands that use responsive emails get 24% more clicks on their emails and 6% more openings than non-responsive emails.
Over the years, consumers have become more and more connected with mobile devices, becoming these unconditional companions of our day today. So ... Doesn't it make sense that the device that accompanies us throughout the day offers us the best experience, either by email or any other digital channel? The answer is simple: yes. It makes perfect sense and in fact, it should always be that way.
It seems unbelievable that we took so long to see how responsive email became a reality within the sector, something that is explained above all by the design and rendering difficulties of HTML and CSS in the responsive email (and still assuming in many cases) to properly adapt to different email clients.
5 TIPS TO CREATE A RESPONSIVE DESIGN IN EMAIL MARKETING
1. First, adapt your emails to the main Email Clients
Although there are many email providers in the market, the first thing you have to do is adapt your emails to those with the highest market share, which according to Litmus Email Analytics (updated in April 2016) are:
#Apple iPhone - 34%
# Gmail - 15%
# Apple iPad - 11%
# Google Android - 10%
# Apple Mail - 8%
# Outlook - 7%
# Yahoo! Mail - 3%
# Outlook.com - 2%
# Windows Live Mail - 1%
# Windows Mail - 1%
The first 5 Email Clients have a market share of more than 70%, so it must be a priority that our emails are adapted to mobile phones taking into account these 5 large clients. Once mastered, you can go one step further and continue to improve your adaptability so that it is satisfactory for other email clients.
Anyway, find out which are the 2 or 3 providers that most of your target users and make sure that your emails are perfectly designed for them. From that data, create email templates that you can reuse and edit in your regular email marketing campaigns. Without a doubt, you will optimize working time and offer a satisfactory user experience.
2. Design the responsive design thinking about the comfort of your users
The user seeks comfort and finds what interests him quickly and efficiently. Don't forget to take into account those fingers that are larger than normal ... Make large buttons that fit all kinds of people (recommended at least 44 x 44 pixels) to ensure the usability of your emails. Also, make sure that the text of your emails is readable, do not use too small fonts (22 pixels and 14 pixels for the body are recommended). Finally, it includes CTAs that catch the attention of users. They are large buttons, easy to identify at first glance, and attractive to users.
3. In responsive emails, less is more
As the saying goes "A good listener, few words are enough." So don't try to saturate users with unnecessary content. Tell them only what may interest them and make your designs visual. Of course, the text you include is of high quality. The design attracts attention but the content is what determines whether or not the user clicks on your emails. Without a doubt, the content is what makes the user get closer to the conversion process. So, be brief and concise, without forgetting to transmit the message in an original and effective way.
4. Shorten the conversion process as much as possible
The simpler and shorter the conversion process, the better. You will increase confidence by shortening the steps of the purchasing process and making it an easy and quick process to carry out. As we have already mentioned, the user seeks comfort and speed. And even more, if the action involves spending money. Therefore, it makes it as easy as possible for the user to achieve their goals. A good way to do this is to link your email to your brand's mobile application. Offer to download it easily if you don't already have it. In case your brand does not have a mobile application, redirect the user to a website also adapted to mobile devices where the conversion process is easily recognizable and can be carried out in the fewest steps.
5. Work on the subject of your emails
The matter is a critical point, even more so, as regards email on mobile devices. The subject is the first element that the user sees, so it is decisive when determining the opening of our emails. In addition, it is important to note that each of the email clients shows more or less characters on our mobiles. Take care of those details and try to make your affairs appear perfectly in all email clients (or at least in those that interest you the most).
As with email content, brevity is imperative in these types of emails. So your subject must be brief, but at the same time, it must be well worked to transmit the message of your brand and at the same time be attractive and original to create in the user curiosity to see what is inside your email.
Ultimately, consumers are increasingly connected to these devices. However, they are still somewhat reluctant to carry out conversions via mobile. This means that it is very important to focus our efforts on offering the user an easy and comfortable experience so that their confidence increases and mobile conversions increase, making the most of this device. To grow your business in 2020, you can use the best welcome email templates.