Did you know that more than half of emails are viewed on mobile? The format of messages sent to prospects and customers must not only be suitable for computers, but also for tablets and smartphones. But how to do it ?
Know the basics
Designing and sending a responsive email involves going through different stages:
- The definition of a good email marketing strategy: carry out an audit if necessary, create a schedule and an editorial charter, define its objectives and its key performance indicators;
- The design of a newsletter or emailing model or even a template during which you will determine the wireframes in Adobe XD or Sketch;
- Writing a quality article: with an appropriate editorial tone and relevant hooks;
- Graphic design and artistic direction in mobile and PC versions;
- Deliverability testing and HTML integration;
- Preparing, testing and setting up routing;
- Performance analysis, in particular through statistical monitoring and tools, such as Google Analytics.
Capture the reader’s attention
Anyone who uses a mobile screen can be easily distracted by the various elements around them. He can indeed consult his mobile device in the street, in transport, during his breaks or when he takes his three meals of the day for example.
In order to optimize the user experience, it is essential to meet the following criteria in the mobile version of your emails:
- Concise and relevant information : your email must contain the essential information. So, take the time to hide elements that are not essential on mobile or to lighten your message before sending it. Also, it risks being cut off by Gmail if it is too long;
- Easy to load images : reduce the loading time of your message with light and optimized images. In the content, the image/text ratio must also be controlled;
- A call to action easy to find as soon as the email is opened on mobile. In addition to being well ventilated, it must be suitable for the thumb to be easily clicked.
Know the type of phone of your target
Some HTML embedding techniques that work on one app or phone brand may not work on another app or phone brand. Also take into account the fact that each telephone model and each messaging application implies a specific behavior when reading an email or a newsletter.
Before creating your responsive email, find out about the applications and phone models most used by your target. Also determine the 5 most used mobile devices in order to focus on their rendering.
Anticipate mobile rendering
Since the majority of phone models are equipped with applications capable of resizing your email or newsletter natively, anticipate its rendering when designing the model. Plan the positioning of each piece of information and each element on mobile.
In order to determine the different areas of your emailing that will adapt to the screen of the reading medium, call on your HTML integrator and your graphic designer. Your HTML integrator will determine the tasks that can be performed with targeted messaging in mind. As for the graphic designer, he will optimize the readability and design of your emailing.
Responsive web design consists of adapting the readability of elements according to the size of the screens and the space available. Whether the user is using an e-reader, mobile phone, desktop computer monitor or tablet, they can enjoy an optimal browsing and reading experience. The same is true for newsletters and emailing.
Indeed, if previously this technique only applied to websites, this is no longer the case since emails are mainly consulted on mobile devices. Newsletters and emails are also optimized and displayed differently depending on the size of the screen and the size of the window. Thus, an email that is difficult to read on the recipient’s screen risks being placed in the trash without the recipient having taken the time to consult its content. On the other hand, compared to a non-optimized version, when it is displayed correctly on a smartphone, its click rate may increase.
Want to know more ?
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