The Impact of Responsive Email Design

Are your emails mobile-friendly? In other words, do your emails look good when they’re opened on a smartphone or tablet? Sending mobile-friendly emails is a hot topic right now. Why? Research shows nearly 68 percent of all emails are opened on a mobile device, 52 percent of those are on smartphones.

The growing dependency on mobile technology is effecting email marketing. It’s not enough to send targeted, well-designed emails with a solid message anymore. Now, you need to add mobile-friendly to the list of requirements.

More businesses turn to responsive designs
To ensure emails are compatible with iPhones and alike, most businesses are turning to what’s called “responsive email design.” An email with a responsive design is automatically set up to adapt to whatever device is used to open the message. Simply put, emails with a responsive design look great on every device – no matter what kind is used.

To show you how different responsive designs are, take a look at the picture below. It compares two websites. The one on the left is responsive. The one on the right isn’t. The responsive site is more organized, offers better navigation and doesn’t require scrolling to the left and right to read text. The same concept applies to emails.

MobileVsNonMobile

Here are two emails that have a responsive design. Notice the clean layout, stacked content and clear call to action buttons that are meant for mobile viewing.

ResponsiveDesign2

ResponsiveDesign1

But, does responsive design really impact your engagement rates? Yes. Here’s a look at three ways that responsive design impacts the success of your emails:

1. Consumers are more likely to click-through:
Research shows that consumers are more likely to click-through links in your email if it has a responsive design. The study shows companies that didn’t use a responsive design had minimal click-throughs from mobile devices. Companies that embraced a responsive design saw 58 percent of their click-throughs from mobile devices. What does that mean? If an email isn’t compatible with a mobile device, consumers are less likely to click on any links.

2. Consumers are less likely to delete your email:
If an email doesn’t open properly on your smartphone what do you do? You delete it, right? Research shows that’s the common approach if an email doesn’t load properly on a phone. By using responsive design, businesses can ensure that their message displays properly, which means your subscribers are less likely to hit “delete.”

3. Responsive design shows progression:
Using a responsive design for emails shows your audience that your company moves with the times. You understand that your customers depend on their mobile devices to communicate, and because you understand this, you have embraced technology that allows you to send messages that are fit for the mobile world. Businesses that haven’t embraced responsive email designs could be hurting their reputation, showing customers that they’re not in tune with their needs.

Is your business using a responsive email design? How has it impacted your engagement rates? Are you noticing more click-throughs? Share your thoughts with other businesses that use email marketing in the comment section below. Contact Juvlon to know more.