3 Reasons Why Responsive Email Really Matters to Marketers

by Contributor on Friday, July 12, 2013 in Email marketing

Today’s guest post comes courtesy of Richard Hill, VP & Practice Lead, Marketing Automation at Oracle Eloqua agency partner Quarry Integrated Communications, and co-author of “The Savvy Marketer’s Guide to Modern Email Design”.

Today, buyers consider their mobile devices and their email accounts as inseparable. So why aren’t more marketers delivering emails that consistently look great on any screen size? Here are 3 reasons why creating better mobile email experiences should be central to all your email efforts:

1. Your buyers have gone mobile. Your emails should, too.
Nearly half of all emails are now being opened on mobile devices. That’s up 330% in the last two years. Desktop email client engagement has dropped 44% over the same period. So if your emails are not optimized for mobile, you are not maximizing the email experience for people nearly 50% of the time. Don’t think that’s important? Read on.

2. Give your brand the (one) shot it deserves.
You might think people use their mobile devices to skim and bookmark emails for later reading on their desktop. Think again. 97% of all email interactions (opens, clicks etc.) happen on the device upon which the email is first opened. In other words, you have to create great brand experiences for both mobile devices and desktops ­– and everything in between! There are no second chances.

Email can be a one-shot opportunity to make-or-break your brand. Consider this: after receiving an email that's not optimized for mobile viewing, 63% of people delete the email immediately. The consequences of a poor mobile email experience can be disastrous.

3. Stand out from your competition.
Mobile email engagement is a trend that’s not going away, but marketers have been slow to respond. One report estimates only 1 in 10 marketers have adopted an advanced approach to optimizing email marketing for mobile devices. Another found just 2 in 10 marketers plan to start optimizing their emails for mobile viewers in the next year.

If you’re looking for a way to distinguish your customer experience from that of your competitors, now would be a great time to take the lead on mobile email optimization — and leave your competitors in the dust.

Responsive Web Design and Email Marketing
There’s been a lot of talk about Responsive Web Design (RWD) lately. And for good reason. This approach is quickly becoming the industry standard for delivering the right web experience for the right screen size at the right time.

Here’s the good news: responsive design isn’t limited to just your websites or landing pages. The same design and coding techniques (namely the use of CSS media queries) can be used to make your emails look great on any sized screen too. Like this responsive email from NASDAQ OMX:

email1


NASDAQ OMX’s responsive emails are smart enough to deliver different experiences for different sized screens, all from one code base. And notice how they switch layout from 2 columns to 1 for smaller screens. They’re also capable of hiding or relocating certain content elements under certain situations, helping focus mobile viewers’ attention on what’s most important when screen real estate gets tight.

Get savvy about modern email design options.
Three new options – scalable, flexible and responsive email – allow you to deliver the right email experience on any sized screen, from smartphones to desktops and everything in between.

To learn more, and to see how modern marketers like NASDAQ OMX, Syngenta Canada and eBay have successfully tackled the mobile email challenge, read “The Savvy Marketer’s Guide to Modern Email Design”.

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