In this 5 part series, the Charity Dynamics creative team discusses the importance of responsive email strategy, design and development. Follow along in the next few weeks to get the big picture as to why “Responsive Email is the New Black”.
You’re either in or you’re out, according to Heidi Klum, when it comes to the latest trends in the fashion industry, but the perception is no different in the land of email design. We’ve all been hearing the buzz word “responsive” for quite some time surrounding website design. And hopefully, you have jumped on the bandwagon to make sure your site is up to snuff when it comes to your users’ extensive array of viewports. So, why should email design be any different?
It shouldn’t. With mobile email opens increasing over 400% since 2011 and owning more than half of the market share, it’s downright foolish to assume the old tried and true rules of email design still apply. We live in an on-the-go world and our digital messaging should serve our users no matter how they are accessing our information.
The time is now! Obviously with that decision comes the question of how. With so many types and brands of mobile devices, how can we find the commonalities between them enough to even begin a great responsive email design?
- Can’t touch this. It’s all about TOUCH! All mobile devices focus on the fact that you are using your finger to navigate the information. Does your email design today avoid the “fat finger syndrome” without something else getting in the way? Or are you forcing users to expand or pinch to access the call to action?
- Bigger is better. Help alleviate that frustration by making your fonts and images larger as well as making your email calls to action have enough space so your readers can tap that call to action easily.
- Remember the Alamo. Don’t repeat history. If you still need some coaxing, just think of your own personal interactions with email designs on your devices. If I receive an email with a ton of links or slow-loading graphics, I most certainly hit that delete button. If it’s not the first offense, I straight up unsubscribe all together. And I’m not alone. Over 80% of users will automatically delete the email. This number continues to be on the rise and is even up 15% from 2012. 30% of recipients will unsubscribe from the communication completely (up 68% since 2012), with only a mere 6% deciding to read the email anyways. Your users are no different, and let’s be honest, neither are you.
- Don’t make them itch. A lackadaisical e-communication approach most certainly can have negative effects on the perception of your brand or organization as well. The mentality of “If they don’t care enough to address my needs in their communications, why should I care about the brand, organization or cause in the first place” can run as rampant as head lice! Don’t be head lice. Instead, be the cool, soothing mayonnaise remedy providing sweet relief to itchy scalps the world over (or so I’ve heard…eww)!
In my next blog post, I’ll talk about some design specifics that you can implement in your next e-news to make your design responsive ready!
For further statistics on responsive email design, please see:
Blue Hornet Study: Consumer Views of Email Marketing, 2012 and 2013