It comes as no surprise by now that if you’re not utilizing emails with a mobile-first aesthetic and ethos, then you’re already late at the game. Almost 80% of emails get opened on mobile devices, which obviously means that we’ve been living in a mobile-first era for quite some time. This stat speaks volumes not only about mobile device adoption rates but also about how comfortable we’ve become consuming email on the go. Although this may seem like old news to you, trust me, it’s worth reviewing how mobile has changed email and how it’s going to define the inbox experience moving forward.
You’re probably asking yourself right now, “Is responsive email really worth all the effort?” The answer is YES. The numbers don’t lie, and, depending on the email type, your target audience, and product, approximately 3 in 5 users will check their email on the go (mobile), and over 75% of them say they use mobile devices most often to check email. And when I tell you that 80% of readers delete an email if it’s not looking good on their mobile device, you should realize that utilizing mobile-friendly email design elements and code is crucial to the success of every single email marketing program. But here’s the good news: responsive email doesn’t have to be a headache at all, my friends!
Moving beyond desktop
The initial move to responsive email is what takes time and investment in design and coding resources, but once the new template is complete, you’re ready to thrive with your email marketing campaigns out there. Sounds so simple, right? Once your design team has created responsive media concepts as you imagined, you’re ready for coding, which is probably what you consider as the biggest hurdle, and I completely understand you. Maybe responsive email coding is relatively new to you, and you may also be running on a budget of lean resources (but isn’t everyone?), so you don’t have somebody to code the responsive templates for your saved content areas. What you should know is that email is already unique in its coding requirements, and responsiveness is what makes it even more so.
If your engineering or design team isn’t able to help with this task, then you will have to reach out to a third party, by that I mean email marketing agency like CodeCrew to code the initial template and content areas for you.
Email marketing campaigns are here to stay. That’s the fact. So when designing and coding your email templates, it’s necessary to go with the Mobile First approach. As responsive a scalable email design is what has been increasing steadily in popularity, it’s no surprise that over 67% of online shopping happens on e-commerce.
Responsive web design emails will enable you to match the way you sell with the way your customers shop your products or services. Sounds good? No, it sounds amazing! I know, right? Furthermore, you can get unlimited orders regardless of where your emails are viewed. Remember, mobile-friendly is user-friendly – No matter if your potential customers are seated relaxed in the office or on the go, they’re always ready to make a purchase.
The reason you’re creating a responsively designed email is to create the best possible experience for users around that email. But, if the experience you want your readers to click through to isn’t optimized as well, then you’re only solving half of the problem. To make these conversions happen, you need to create a consistently usable experience, even beyond email. This means that any landing pages, online forms or surveys that you’re redirecting your readers to need to be responsive as well.
With the majority of users opening your emails on their mobile devices, you just can’t afford to lose them because of complicated interfaces, slow load times, and friction-filled paths-to-action. Your mobile email needs to be as easy-to-use as the Gmail desktop version. That way, you’ll be able to measure your results and perform testing in order to optimize your results.
Measuring the success of responsive emails
It’s not an easy road, but when you come to the point of measuring the success of your responsive emails, you’re supposed to use the same metrics you generally use for your email marketing campaigns. Compare your open, click-through, subscribe, and unsubscribe rates to the amount you were getting before implementing responsive emails. What you should see are higher open rates, click-through, and subscribe rates paired with a much lower unsubscribe rate.
Do the right thing for your business’s sake and get on board the responsive email train immediately! Start using these responsive emails and stun your audience with compelling newsletter content today. “Does it really matter that much” you’re asking yourself, and I’m here to tell you again, YES! Of course, yes. In marketing today, mobile-responsive emails have become an expectation.
Mobile Email is Here to Stay
I hope it’s now clear to you that mobile is the future of email marketing. Customers are expected to continue switching to mobile, bringing their inboxes with them. It’s no longer enough to design for the desktop only. But if you do so, I’m afraid you risk losing out on a huge, huuuuuge audience.
Start thinking “mobile aware” by utilizing and refining responsive email template while doing your best to make your subscribers’ journey as mobile-friendly as possible.
The ability to design and create your emails quickly is always crucial but is important, now more than ever, as we’re currently facing the global crisis. So, the next time you encounter the question, “Why should you be moving to responsive emails?” You can respond with – Because:
- We’ll be able to get our emails built much faster.
- Most of our subscribers open on a mobile device.
- Our subscribers will opt-out in case we don’t.
- Our open rates will increase when our emails are responsive.
Now go update your website as well to be responsive after all these subscribers click through!