A 100 bitcoin question: why should emailing escape the mobile friendly trend?
The answer is very simple: no one.
But you already knew that. Like all good marketers and regular readers of this blog, and therefore excellent marketers, you know that smartphones are an essential channel for checking emails.
If you need some convincing figures:
According to SCND, Internet users use on average 3 devices to check their email:
88% on desktop
74% on smartphone
40% on tablet
According to the same study, 8 out of 10 users delete emails if they cannot be read on a tablet or smartphone.
This shows just how strategic responsive display is for your emails.
And yet many advertisers continue to neglect this essential adaptation, either by deliberate choice or because they do not apply the right responsive design principles.
Sometimes it is difficult to keep these principles in mind if you are not an integrator, and it can be hard to understand why a beautiful email creative is difficult to integrate in responsive format.
Dataventure provides a simple methodology to create a successful responsive email.
1. Anticipate how your emails will look on mobile devices
The first thing to do is think about your emails in terms of their appearance on mobile or tablet from the very first stage, when creating the email template or mockup.
The basic principle is simple: identify the areas of the email that need to be adapted to different devices. For this, you can rely on two experts: your graphic designer and your HTML integrator.
They are best placed to help you harmonize your message so it can be read everywhere and by everyone.
In practical terms, responsive design is built using blocks, like a table. Independent blocks that the integrator can organize as needed, moving them one below the other.
Anything that complicates a simple and clean division of your creative into blocks, structured like a table, will incur the wrath of your integrator.
Do you realize that integrators are essentially paid to spend their days playing Tetris?
Working with your designer to create and divide these blocks is therefore essential to anticipate the needs of the integrator, who thinks, breathes and lives responsive design, and Tetris.
2. Have a good understanding of your recipient base
Gmail, Yahoo, Orange, Caramail or AOL. Each email provider interprets your email code differently, or sometimes does not interpret it at all for some of those mentioned above, but that is another issue.
Knowing the specifics of your database by identifying the different email providers will allow you to better target your efforts.
There are simple solutions. We recommend testing the responsive design of your templates before sending them across different environments, whether devices, email providers or applications.
3. Do not confuse responsive design with conditional display
These two radically different concepts are often confused. A quick reminder for non specialists or for the two people at the back who were not listening.
Responsive design means keeping all the core elements of your creative and resizing or moving these blocks to adapt them to different devices or email providers.
As the name suggests, conditional display involves choosing to display or remove certain blocks considered unnecessary or unsuitable for mobile devices. The design appears visibly cleaner on mobile than on desktop.
In theory, conditional display can be a good way to avoid creatives overloaded with images and text that cause excessive scrolling.
In practice, however, many messaging providers or routers handle conditional display poorly or not at all. The result is broken creatives or duplicated blocks, desktop and mobile, appearing one after the other. Not ideal.
And since bad news never comes alone, this considerably increases the weight of your emails, which will also negatively impact deliverability.
To avoid this and many other inconveniences, and to keep chatting peacefully at the back of the classroom, rely on us for truly responsive emails.
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