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Is Your Email Template Design Responsive?

Whether you’re new to the world of email marketing or a seasoned veteran spearheading your brand’s latest campaign, there’s one thing that always stays the same – good enough won’t get you very far. With so many companies offering great email content, resting on your laurels is a quick way to fall behind the pack when it comes to your email templates and message content. To help you avoid a campaign that falls flat on its face, here are some quick tips that can help ensure your templates and messages are responsive and evocative moving forward.

Avoid Multiple Columns When Possible

Starting off the list is the basic structure of your template. By skipping multiple columns and sticking with a single text column approach, you can standardize your templates and ensure consistency between your desktop and mobile variants, according to Andre Lejeune in an article on Chief Marketer. This approach comes from two different perspectives. First is the fact that multiple columns are often hard to render and read comfortably on a mobile screen. From here, your brand really can’t afford to disregard its mobile constituency, as all signs point to smartphone and tablet usage continuing its meteoric rise in relevancy. Because of this, the best plan of action is finding a happy medium between the two and a unified template that’s responsive on both platforms.

Placing Your CTA

With the single column approach, you can continue to build a powerful template by reserving premium screen space at the top of the template for the call-to-action (CTA.) As part of the responsive approach, it’s important to engage your readers quickly, lest they lose focus and click over to the next promotional message in the inbox. By putting the CTA button or blurb at the top of the template, you offer a high impact piece of content that supports the body of the message and piques the viewer’s interest to continue reading, eventually leading into potential conversion territory by having them visit your page. When compared to the old approach of sticking the CTA at the bottom of the message, it’s easy to see that keeping things upfront and straightforward is a more proactive way to illicit a response from your audience.

Understand the Size Constraints of Mobile Screens

Continuing with the mobile theme, it’s important to keep interactive design fluid on smartphone and tablet platforms. While your desktop templates might be full of nifty graphics and buttons, these additions often don’t translate well to the small screen, even if you’re using the one column approach. If you absolutely need graphics in your marketed messages, consider building in the option to hide this secondary content. As The Business Journals’ report on the subject explains, keeping load times down and emails brief is a smart way to boost the response from your targeted demographic.

In regard to buttons, navigating these waters can be a little trickier because hiding this interactive feature can marginalize your CTA. For the buttons on your mobile platform to function properly, use them sparingly when possible and provide ample space on the template between interactive features to help mitigate the risk of unintentional clicks. Not only will this keep your click rates honest, it’s also key to avoiding a frustrated set of readers that can’t properly navigate or use your marketed message.

Thinking In Sections

Outside of some of the technical considerations surrounding the responsive approach, it’s also important to understand the big picture design implications of this strategy. At the heart of a responsive template is the idea that messages and visuals separated by segments are far easier for your audience to enjoy and view. Whether it’s split into block sections of the column, or breakaways explaining related deals, having defined borders and positioning helps present a more palatable email for consumers who don’t have time to sift through a single block of text.

Reaping Your Rewards

Now that you’re an expert on bringing your templates up to speed with modern trends, it’s time to look at some of the benefits you can expect from making the switch to the responsive design approach. As Cara Olson of Marketing Land explains in her case study on responsive emails, messages that don’t render well on desktops and mobile devices due to improper design are deleted immediately 70 percent of consumers. On the flip side, responsive templates generate more views, clicks, and conversions when compared to traditional message layouts. From this perspective, and with the tools to build a great responsive template in hand, there’s no reason your brand should ever send out a bland marketed message again.

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About Victor Green

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