Did you know that more than half of all emails are viewed on mobile? The format of messages sent to prospects and customers should not only be suitable for computers, but also suitable for tablets and smartphones. But how do we do that?
Learn the basics
Designing and sending a responsive email involves going through different stages:
- Define a good email marketing strategy: conduct an audit if necessary, create an editorial schedule and charter, and define its objectives and KPIs;
- Design a newsletter, email form, or even a form in which you will define wireframes in Adobe XD or Sketch;
- Writing a high-quality essay: with appropriate editorial tone and appropriate hooks;
- Graphic design and technical direction in mobile and PC versions;
- delivery testing and HTML integration;
- preparation, testing and preparation of guidance;
- Performance analysis, in particular through statistical monitoring tools and tools, such as Google Analytics.
Attract the reader’s attention
Anyone who uses a mobile phone screen can easily be distracted by the various elements around them. He can already consult his mobile device on the street, on transportation, during breaks, or when he eats his three meals a day, for example.
In order to improve the user experience, it is necessary to meet the following criteria in the mobile version of your emails:
- Brief and relevant information Your email must contain basic information. So, take the time to hide unnecessary items on the mobile phone or soften your message before sending it. Also, it risks being cut short by Gmail if it’s too long;
- Easy to upload photos : Reduce your message loading time with lighter and improved images. In the content, the image / text ratio must also be controlled;
- It’s easy to find a call to action once you open the email on mobile. In addition to being well ventilated, it should be suitable for easy thumb pressure.
Know what kind of phone you are targeting
Some HTML embedding technologies that work on an app or phone brand may not work on another phone brand or app. Also consider the fact that every phone model and every messaging app has a certain behavior when reading an email or newsletter.
Before creating your responsive email, learn about the apps and phone models most used by your target. Also select the 5 most used mobile devices to focus on displaying.
Anticipate mobile offer
Since the majority of phone models are equipped with apps capable of resizing your email or newsletter locally, expect them to display when you design the form. Plan to locate every piece of information and every item on the mobile phone.
In order to determine the different areas of your email that will adapt to the reading medium’s screen, contact your HTML integrator and graphic designer. The HTML complement will define the tasks that can be performed with targeted messages in mind. As for the graphic designer, it will improve the readability and design of your emails.
Responsive web design consists of adapting the readability of the elements to the size of the screens and the available space. Whether the user is using an e-reader, mobile phone, desktop computer monitor or tablet device, they can enjoy an optimal browsing and reading experience. The same is true for newsletters and email.
In fact, if previously this technology was only applied to websites, this is no longer the case as emails are mainly consulted on mobile devices. Newsletters and emails are also optimized and displayed differently depending on the screen size and window size. Thus, email that is difficult to read on the recipient’s screen risks being put in the trash without the recipient taking the time to consult its content. On the other hand, compared to the non-optimized version, when it is displayed correctly on a smartphone, its click rate may increase.
Want to know more?
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