Responsive email design

12 free email marketing templates for small businesses

We love email marketing here at Econsultancy. It may not be the hippest, sexiest method of driving traffic to your business but by gosh it works. However if it is the early days of your company you may assume that email marketing is something you might do further down the line, once you’ve grown bigger […]

How do marketers manage their mobile email channel effectively?

More than half (52%) of 18-34 year-olds have clicked through to a website from a mobile email, so it’s therefore imperative for email marketers to ensure their communications are suitably optimised for all mobile devices.

This stat comes from all the way back in 2012. Since then different studies by different companies have revealed similar numbers: 68% of people use their mobiles for email41% of emails are opened on mobile devices; the latest study I could find is by Litmus revealing that in 2013 48% of all emails were opened on mobile.

So how do marketers manage this progressively more popular channel effectively?

I’ll be taking a look at our recent report Bridging the Gap in Email Marketing, written by Morag Cuddeford-Jones, in which interviews were conducted with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level.

42% of marketers never use responsive design in emails: stats

Responsive design continues to be one of the most important trends in web design, yet a new report has found that businesses are still lagging behind consumers when it comes to mobile adoption.

In the annual survey from ExactTarget, 42% of marketing professionals said they rarely or never use responsive design in emails.

However more than a fifth (24%) of businesses said that more than 50% of their email marketing is read on a mobile device.

Similarly only 41% of respondents said that they ‘always’ or ‘often’ create responsive landing pages.

Responsive email design: five case studies and an infographic on how it improves engagement

Mobile email is a major challenge for businesses as studies have shown that as much as 50% of marketing messages are opened on mobile devices.

Obviously the precise figure varies drastically from company to company, so the need to optimise for mobile will be less important for some businesses.

But even so, it’s an issue that all businesses will have to deal with at some point in the next year or so.

One option for dealing with mobile email is responsive design, which uses one set of code that renders an email differently when viewed on a desktop, tablet or smartphone.

This means that the user experience is optimised regardless of where and when the recipient decides to open the email.

Responsive email design: 10 great examples

It seems that more and more brands are jumping on the responsive email design bandwagon lately.

And rightly so, Litmus announced this month that mobile opens reached a record high of 47%! They are also predicting that mobile opens will reach over 50% by the end of the year.

One trend that I’ve also recently started to notice and something I can see becoming much more popular in the near future is tablet optimization. This is achieved with media queries that specifically target the screen sizes of tablet devices or larger smartphones.

The Expedia and Playstation emails below are particularly good examples of how this should be done. 

We’re also starting to see marketers use media queries to display mobile specific content. One example of this is showing an Apple app store / Google Play icon when you view the email on a smartphone. I expect to see more and more brands use this technique in a wide variety of ways in the near future. 

So here are 10 of the best responsive email designs that I’ve seen in the last month.