Presentation from the 2013 MarketingSherpa Email Summit Roundtable discussion, "Mobile Email Design: 5 Fundamentals of Mobile-Friendly Emails."
With more than one-third of emails being opened on smartphones and tablets, designing emails for mobile is crucial. In this presentation, Justine discusses the topic of mobile-friendly emails, including:
• The fundamentals of what makes an email mobile-friendly
• Different strategies for approaching mobile emails
• Quick wins that you can implementing changes to your program right away
• Myths, rumors and things to avoid
42% of email
opens are on a
Mobile trends don’t stop there.
Learn about recent increases.
CHECK IT OUT
Updated data surrounding
mobile trends is available in
our 2015 industry report.
Strategies for tackling mobile…
1. Do nothing
2. Mobile text version
3. Mobile aware
4. Skinny template
5. Fluid layout
6. Responsive design
Creating email designs that consider the
mobile experience but aren’t specially
constructed for it. Best when you want to
increase mobile usability without making radical
changes or specializing.
• Single column primary content
• Big images
• Big text
• Big buttons
One column primary content, and easy to press buttons.
Visual style works well on mobile without special setup.
Email width that adapts to screens both large
and small. Best used in situations where the
structure is basic, readability is key, and
scaling would destroy usability.
• Use percentages for widths
• Most effective for simple layouts
• Heavy reliance on text content
~740 pixels ~320 pixels
Email width scales rather than text size, ensuring
readability in any environment.
Test email designs on iPhone
and android mobile devices.
RUN A QUICK TEST
Guarantee your emails look
great in every inboxes.
Using CSS3 @media queries to detect screen
size, and display specific content or elements in
different types of viewing environments. The most
advanced way to deliver a specialized mobile
• Detects large vs. small screen size
• Rolls back to standard version when @media isn’t
• Hide or remove content on small screens
Learn more about responsive design
—combat rendering differences.
CHECK OUT OUR GUIDE
Streamline, be aware
Single column layout = simplified content
• Short, direct copy
• Eliminate or hide low priority content
• Clear and direct calls to action
• Make it obvious
Lots of links create friction
Don’t give users a reason NOT to click by making text or
other calls-to-action impossible to tap.
email web sitemobile version
The “mobile” version
You can’t predict where users will open!
mobile and desktop
– drive behavior
Focus on viewing environment rather than
specific devices or email clients.