Jason Grigsby of CloudFour has posted an interesting (as always) article on the latest trends in mobile first responsive web design and the numbers show the majority of responsive designs provide very little, if any, file size savings for their mobile versions.∞
Depending on when you send and who makes up your audience, mobile devices will account for 10 – 30% of all email opens (source). Let me repeat that: 10 – 30% of your emails are being read on a mobile device.
Have you even looked at your company’s marketing emails on an iPhone?
It might not be pretty. That could mean that those emails you think are going to be big hits are instead big duds with around one out of every five of your customers, regardless of how well thought out your messaging, imagery, or marketing plan is. Your emails could be broken, hard to read, overly complicated, or just plain ugly. If you didn’t design your email with mobile in mind then there’s a good chance you’re leaving conversions on the table with your email marketing campaigns.
The same email will be displayed on all HTML-based email clients including smartphones, so take the time to make sure you’re communicating as effectively as possible to all of those in your email lists. Some basic design changes to your emails can make a huge difference in the usability and success of your emails.
Sure, iPhones and Android phones in general do a great job rendering even complicated email designs. The default clients on modern smartphones actually do a much better job of displaying CSS (including CSS3) emails than the most popular desktop and webmail clients. That doesn’t mean, however, that they display emails in a way that is going to make your subscribers want to read your content or click the links you want them to click. Depending on your text size, layout, and image selection, there is a chance that subscribers won’t even see the most important parts of your email.
As with webpages, the email clients simply either zoom out to fit the entire width of an HTML email design into 320 pixels or with simpler emails arbitrarily increase all the font sizes. There is more that you can and should be doing to make your emails successful on mobile devices.
The first steps to a successful mobile email strategy include following some general mobile best practices and focusing on the readability, impact, and primary conversion of your email. By implementing these tips you can make your emails more effective regardless of where your subscribers check their email.