According to our statistics New Zealanders are using their mobiles for email communication more often than they did last year. Mobile users are also clicking more links in email marketing messages that are responsive therefore we recommend a move to responsive design for linking webpages and also marketing emails.
Responsive design in emails presents images and content more fluidly. Images are scaled to fit the screen size and the content is readable with less characters per row. Recipients do not need to strain their eyes to read email marketing messages and responsive design encourages the clicking of links and images.
Our research also suggests responsive design emails when viewed on mobiles receive a higher click through rate (more clicks).
So far so good for responsive design? Yes, with some caution….
Your business eDM campaigns can not say goodbye to worrying about older desktop email clients and browsers.
New Zealand has more than its fair share of older versions of Internet Explorer and Outlook in offices around the country so it’s important to satisfy both ends of the email client spectrum to ensure your eDMs get the best response irrespective of the devices used by the recipients.
At Mobilize Mail, we recently upgraded our website to ‘responsive design’ and early browser versions like IE8 reacted badly to it.
Emails can suffer a similar fate and a badly presented email is just not tolerated nowadays. Therefore it’s important to test your eDMs (email marketing messages) in all the various email clients that are used by your email recipients.
Review your ‘subscriber device’ statistics in your Mobilize Mail account to learn what versions of email clients etc are in use by your email list. We have a test lab so we can also test your business eDM.
Your current email template or eDM design will need reworking so it responds well on mobiles – contact us to discuss the options available to you.