That familiar buzz in your pocket telling you you have a new email but how are you going to open it? Straight on your phone? Wait till you're back at your desk? Maybe you are already at your desk, but still check your phone first. If you are like me, you are instantly annoyed by the minuscule text, call to actions only clickable if you have the nimble fingers of a borrower, or the endless scrolling that seems to go on and on and on.... heaven forbid horizontal scrolling!!
Mobile device open rates are continuing to rise but are marketeers keeping up with the trend? A survey carried out by Knotice, showed that open rates at the end of 2011 were up to 27% which according to Litmus rose to 38% in April 2012.
So how do we respond to this trend? Some have to started to provide a mobile friendly emails but most are still only optimising for desktop or at the very least just making sure they do not look broken. With responsive web design quickly becoming the norm it is about time email caught up.
Changing the way we design and build emails can make all the difference, massively improving how people engage with campaigns. By adding responsive media query code to your template you can completely change how your email appears on mobile devices, but it is vital you consider when and how to use this. If the end of the user journey isn't optimised for mobile then what is the point of a responsive email.
The basics to good email design still stand, personalisation, clear CTA's, concise digestible content but making sure these are viewable on your mobile is now essential!
