That email is mobile is already a fact. But we don't say so, the data says so: the statistics from the main email marketing studies make it very clear that responsive email and responsive design have become the "must have" in the sector.
- 10 things you should know about email marketing
- How to use A/B testing in email marketing
- 8 tips to keep your email marketing list healthy
We are going to refresh the memory of those who are not yet very aware of what responsive design is in email marketing . These types of emails are designed to automatically adapt to the different sizes of different devices in order to achieve a satisfactory design and interaction by users. Responsive email preserves the good appearance of emails by adapting it to the dimensions of each user's device. Why is it important that the design adjusts to different devices? Well, according to a Yesmail study ,brands that use responsive emails get 24% more clicks on their emails and 6% more opens than non-responsive emails.
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Over the years, consumers have become more and more connected with mobile devices, becoming the unconditional companions of our day to day. So... Doesn't it make sense that the device that accompanies us throughout the day offers us the best experience, whether through email or any other digital channel? The answer is simple: yes. It makes a lot of sense and, in fact, it should always be like that. It seems unbelievable that it took us 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 that HTML entailed.and CSS in the responsive email (and it still assumes in many cases) to adapt correctly to the different email clients.
For those who still doubt the importance of adapting emails to mobile devices, according to the BlueHornet study “Customer Views of Email Marketing 2015”, 67.2% of consumers use mobile phones to check email. Therefore, with opening data already exceeding 50%,** mobile email design cannot be an option, but must be a priority**.
Although there are many email providers on the market, the first thing you have to propose is to adapt your emails to those with the highest market share, which according to Litmus Email Analytics (updated in April 2016) are:
- #AppleiPhone – 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 great clients. Once mastered, you can go one step further and continue improving your adaptability so that it is satisfactory in the rest of the email clients. In any case, find out which are the 2 or 3 providers that most of your target uses and make sure that your emails are perfectly designed for them. From this data, create email templates that you can reuse and edit in your regular email marketing campaigns. Without a doubt, you will optimize work time and offer a satisfactory user experience.
The user seeks comfort and find what interests him quickly and efficiently. Don't forget to take into account those fingers larger than normal... Make large buttons that fit all types of people (recommended at least 44 x 44 pixels) to guarantee the usability of your emails. Also, make sure that the text of your emails is legible, do not use fonts that are too small (recommended titles 22 pixels and body 14 pixels). Finally, include CTAs that catch the attention of users. They must be large buttons, easy to identify at first glance and attractive to the eyes of users.
As the saying goes "To the good listener, few words are enough". So do not insist on saturating users with unnecessary content. Tell them only what may interest them and make your designs visual. Of course, the text that you include must be of great 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 more or less close to the conversion process. Therefore, be brief and concise, without forgetting to transmit the message in an original and effective way.
The simpler and shorter the conversion process, the better. You will increase trust if you shorten the steps of the purchase process and make it a quick and easy process to carry out. As we have already mentioned, the user seeks comfort and speed. And even more so 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 app. Offer to download it for them in an easy way if they don't already have it. In case your brand does not have a mobile application, redirect the user to a website that is also adapted to mobile devices where the conversion process is easily recognizable and can be carried out in the minimum steps.
The subject is a critical point, even more so, when it comes to 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. Also, it is important to keep in mind that each of the email clients shows more or fewer characters on our mobiles. Take care of those details and try to make your subjects look perfect in all email clients (or at least in those that interest you the most). As with the content of the email, brevity is imperative in this type of email. So your subject should be brief, but at the same time it should be well crafted to convey your brand's message and at the same time be attractive and original to make the user curious to see what is inside your email.
In short, consumers are increasingly connected to these devices. However, they are still somewhat reticent when it comes to carrying out conversions through 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 what this device can offer us.
– Zurb Responsive Templates
– Litmus Email Builder
– Foundation for Emails
– Emailoly TIPS & TRICKS
– Digital Response Webinar “Responsive Email Design”
NOTE: The templates that we share are useful as a starting point, but it is important to adapt them to the specific needs of each brand and many times, they require code adjustments for correct operation in all email clients.
Email marketing is just one facet of the new digital marketing . If you want to specialize in this sector, you may be interested in our Master in Digital Marketing, Analytics and UX .