Did you know that more than half of email is viewed on mobile? The format of messages sent to prospects and customers should be suitable not only for computers, but also for tablets and smartphones. But how to do it ?
learn the basics
Designing and sending a responsive email involves going through various steps:
- Definition of a good email marketing strategy: do an audit if necessary, create a schedule and an editorial charter, define its objectives and its key performance indicators;
- Design a newsletter or emailing model or even a template during which you will lay out the wireframes in Adobe XD or Sketch;
- Writing a quality article: with an appropriate editorial tone and relevant hook;
- graphic design and artistic direction in the mobile and PC versions;
- deliverability testing and HTML integration;
- preparing, testing and setting up routing;
- Performance analysis, especially through statistical monitoring and tools like Google Analytics.
grab the reader’s attention
Anyone using a mobile screen can easily get distracted by the various elements around them. He can actually consult his mobile device on the road, in transport, during his breaks or when he takes his three meals of the day for example.
To optimize the user experience, the mobile version of your email must meet the following criteria:
- concise and relevant information : Your email should contain the required information. So, take the time to hide elements that aren’t needed on mobile or lighten your message before sending. Also, if it’s too long it runs the risk of being truncated by Gmail;
- Easy to load images : Reduce the loading time of your message with light and optimized images. In content, the image/text ratio should also be controlled;
- Call to action is easily accessible as soon as the email is opened on mobile, In addition to being well ventilated, it should be suitable for the thumb to click easily.
Know the phone type 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 email or newsletters.
Before creating your responsive email, find out about the apps and phone models your target uses the most. Also determined the 5 most used mobile devices to focus on for their rendering.
Estimate Mobile Rendering
Since most phone models come equipped with an application capable of seamlessly resizing your email or newsletter, anticipate its rendering when designing the model. Plan the position of each piece of information and each element on the mobile.
Call on your HTML integrator and your graphic designer to determine the different areas of your emailing that will adapt to the screen reading medium. Your HTML integrator will determine the actions that can be performed keeping in mind the target message. As for the graphic designer, he will optimize the readability and design of your emailing.
Responsive web design involves adapting the readability of elements according to the screen size and available space. 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.
In fact, if earlier this technology was only applicable to websites, this is no longer the case as email is 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 runs the risk of being thrown into the trash without the recipient taking the time to consult its contents. On the other hand, when it is displayed correctly on a smartphone, its click rate may increase as compared to the non-optimized version.
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