How to Boost Holiday Email Marketing Results With Responsive Design
Most of us are glued to our mobile devices, which means we're using them to access our inbox and the web more than ever before. As businesses begin revamping their digital marketing strategies, they must also adapt to the growing need to modify content and communications for mobile devices, as well as tailor emails for mobile that open seamlessly, render beautifully and provide intuitive call-to-action buttons.
According to a 2013 Flurry Analytics study, the average person spends more than two-and-a-half hours a day on their mobile device. That's a lot of time consumers are away from their standard computer screen. Marketers should be capitalizing on this trend, taking advantage of available email marketing resources.
Mobile device + responsive design = engaged customers
So how do you ensure that your target consumer is most likely to engage with your email campaigns on a mobile device? Optimize all the emails you send for mobile devices by adopting responsive design. With responsive design, there's no need to create multiple formats for email to fit the needs of a desktop, tablet and smartphone. Instead, create one flexible design that produces the best views for multiple devices and screens. Here are eight responsive design best practices:
- Identify the devices your subscribers most commonly view your emails on.
- Less is more — basic layouts work best for responsive viewing.
- Use tables and inline styles when building responsive templates.
- Keep it concise. Requiring subscribers to scroll will lose them.
- Keep an eye on your template width to prevent horizontal scrolling.
- Choose a readable font type and size.
- Use big call-to-action buttons for easy tapping. Buttons should be large enough to touch with a thumb without accidentally hitting nearby links.
- Complete the circle. Mobile emails are ineffective if they aren't linked to a mobile-friendly site or landing page.
Want a successful holiday season? Start planning now!
Responsive design is a must for any company that uses email marketing for driving revenue. The holiday season may seem far off, but it should be on the mind of every marketer. Thinking ahead to the holiday season before summer ends allows marketing teams time to test and implement the responsive design approach. By the time the holiday season begins to take off, your company will have mastered responsive design. You'll be able to roll out compelling, mobile-friendly email campaigns easier, faster and more effectively to reach a broader base of consumers. Marketing teams should be working on the next great campaign right now, perfecting responsive design and staying one step ahead to ensure they make the most out of mobile for the 2013 holiday season.