Email used to be a tool we used on computers to communicate with others. Today, it has evolved into a powerful method of marketing that has spread across multiple platforms.
Research and surveys have found that up to 78% of emails are viewed on mobile devices. This is especially true for the young generations as 67% of Gen-Zers claim they mainly use email on their phones.
Optimizing your emails for mobile devices is no longer optional, it’s now a requirement!
In today’s post, we want to highlight the importance of creating emails that are accessible across multiple platforms. And how you can create such emails using responsive email templates.
Let’s dive in.
Why Responsive Email Templates Are A Requirement
Whether you’re sending a newsletter to your followers or running a marketing campaign promoting your business, having a great email template can save you an enormous amount of time and money.
It not only makes the process easier for you to create emails quickly but also allows you to maintain consistency across each email you send. However, not every email template is designed with a responsive layout.
People use multiple devices to check their emails. Sometimes they will view an email on a smartphone before reading it again on a laptop. However, if an email is not optimized for mobile devices, 50% of users will delete it right away.
In fact, people are even reading emails on their smartwatches these days. So, optimizing your emails for mobile platforms is now more important to ensure the success of your campaigns.
What Makes an Email Template Responsive?
Responsive email templates are dynamic and feature flexible designs that fit perfectly into the different screen sizes of mobile devices, offering users a seamless experience across multiple platforms.
There are three main components of a responsive email template:
Fluid design adapts to different screen sizes
Scalable images and fonts that look smooth on smaller screens
Flexible layout that you can adjust and expand as necessary
When considering these key factors, you have to restrict your email design to a certain layout in order to make it responsive. For example, using a single-column design is the preferred way to create responsive emails. If you use a multi-column layout, the content will stack on top of one another when viewed on mobile devices.
Proper CSS formatting with media queries is also important to ensure the images, text, and content look appropriate on smaller screens.
How to Design Great Responsive Emails
Designing a responsive email is a process that requires a few important steps. Start by following these tips.
Step 1: Use a Template
Using a template is the most efficient way to create responsive emails and ensure every email looks great on different platforms.
There are a few ways you can create a personalized email template. The easiest way is to buy a pre-made email template and import it to your email marketing software.
We have a curated collection of responsive email templates that you can explore to find the perfect design for your brand.
You can also use apps like Figma and AdobeXD to create modern and responsive email layouts and then convert them into HTML format. There are templates available for platforms like MailChimp and various other email marketing software as well.
Step 2: Use Mobile-Friendly Fonts
Not every font looks great on mobile devices. Some fonts tend to look distorted and unreadable in smaller sizes. So, choose a mobile-friendly font that looks smooth on all sizes of screens and resolutions.
Step 3: Optimize Images for All Platforms
You also need to optimize the images to make them fit perfectly into smaller screens. Use “max-width” rules to adjust the sizes so the images won’t stretch or look warped when resizing the email. Use compressed images to improve load times as well.
Step 4: Improve for Accessibility
Accessibility is another important part you need to consider when designing responsive emails. Remember to add alt-text to images and use a colorblind-friendly color palette. Also, include a simple text version of your email to ensure it can be viewed on various email software.
Step 5: Test for Compatability
Keep in mind that not everyone uses Gmail. Some use Apple Mail, Outlook software, and various other email platforms. There are many people who still use Internet Explorer to access the web as well. Run tests and preview your email design on all of these platforms to ensure it looks great everywhere.
Mistakes to Avoid in Responsive Email Design
These common mistakes in responsive email design will lead to poor and ineffective campaigns. Make sure to avoid them at all costs.
Content Overload
When creating emails, always follow the “less is more” rule. People don’t want to read a 1,000-word essay on their phone. Emails should be short and straightforward. Also avoid using too many images, buttons, and visual elements to keep the design clean.
High-Resolution Images
Resize, compress, and optimize images so that they can look great on both desktop and mobile devices. Reducing the size of the images will allow the email to load faster on smaller devices.
Low Contrast Text
The color palette of your email design needs to consider the different environmental conditions as well. Users will view your emails while in the park, on the bus, or even while relaxing in bed. Use colors that create a good contrast between the text and the background to improve email’s readability.
Neglecting Dark Mode
The majority of mobile users now have their devices set to dark mode. This means your emails will also be viewed in dark mode settings. So, make sure your email design is optimized for dark backgrounds.
Not Optimizing for Touch Navigation
It’s important to optimize all the links, buttons, and other clickable elements in your email for mobile devices. Mobile users will often use their thumb to browse emails. Design those clickable elements accordingly.
Conclusion
Responsive email templates are a necessity to ensure readability, engagement, and smoother user experience across devices. It’s not just about making your emails look good on phones, it’s also about making them more accessible.
People are now using mobile devices more than ever before. Soon, you will be able to view emails through virtual environments using AR glasses. Follow the email design trends and adapt your layouts to future-proof your marketing efforts.
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