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Responsive vs Optimized Email
© CONCEP 2014
Best practice design guidelines for email marketing
in a mobile world
This document illustrates the difference between
optimized and responsive design for creating email
marketing templates, h...
3
1. Optimized design
Single layout across all devices
Desktop iPad Mobile
Features & functionalities
•  Simple design imp...
© CONCEP 2014
4
Responsive design layouts
2. Responsive design
Multiple layouts across all devices
Desktop iPad Mobile
Fea...
© CONCEP 2014 5
Responsive design layout options
1. Shrink / wrap
4. Layout shifter
2. Column drop
3. Off canvas
Swipe rig...
© CONCEP 2014 6
Responsive design
Desktop view example
Mobile view
example
What can be done with
Responsive Design?
•  Cha...
© CONCEP 2014 7
No ‘mobile friendly view’ needed
as the site is responsive
Top horizontal navigation
including social netw...
© CONCEP 2014
Condensed top navigation
(1 of many options).
Full width intro
(Min. font size 18 – 22px)
Links should alway...
For more information contact us:
EUROPE
Telephone: +44 (0) 20 7952 5570
Email: europe@concep.com
 
NORTH AMERICA
Telephone...
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Email Marketing Design Guidelines For Mobile - by Concep

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Responsive design vs mobile optimized email? Best practice design guidelines for email marketing in a mobile world.

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Email Marketing Design Guidelines For Mobile - by Concep

  1. 1. Responsive vs Optimized Email © CONCEP 2014 Best practice design guidelines for email marketing in a mobile world
  2. 2. This document illustrates the difference between optimized and responsive design for creating email marketing templates, helping you make the right choice with both desktop and mobile view in mind.
  3. 3. 3 1. Optimized design Single layout across all devices Desktop iPad Mobile Features & functionalities •  Simple design improvements •  No coding required •  Design only tactics •  Improve desktop and mobile experience •  Single mobile friendly visual framework that works on all environments •  Focus on 1 column layout •  Place important content on the left •  Use big images, buttons and headings Optimized design layouts
  4. 4. © CONCEP 2014 4 Responsive design layouts 2. Responsive design Multiple layouts across all devices Desktop iPad Mobile Features & functionalities •  Uses a set of coding techniques to make a layout readable and usable on all screens •  CSS media queries detect the screen size and overwrite styles to adjust text size, frame width and image size for smaller screens •  There are four main techniques in responsive design (see page 5 for details): 1.  Shrink / wrap 2.  Column drop 3.  Off canvas 4.  Layout shifter
  5. 5. © CONCEP 2014 5 Responsive design layout options 1. Shrink / wrap 4. Layout shifter 2. Column drop 3. Off canvas Swipe right Swipe left & right
  6. 6. © CONCEP 2014 6 Responsive design Desktop view example Mobile view example What can be done with Responsive Design? •  Change hierarchy •  Change navigation •  Enlarge fonts •  Change layout •  Add contrast (color) •  Scale, crop & optimize images •  Add padding •  Change / hide content
  7. 7. © CONCEP 2014 7 No ‘mobile friendly view’ needed as the site is responsive Top horizontal navigation including social network icons Right hand column with quick links, ‘In this issue’ and ‘download’ areas 3 column articles Footer includes company logo, contact info and social network icons Full disclaimer and unsubscribe link Responsive design / Desktop view Newsletter editable title Introduction and sign off (text 12pt/14.pt) Full width article with images NOTE •  Multi-column layout •  Includes all articles •  Full top navigation •  Right hand navigation •  Images included in all articles •  Contact details and social network included in footer •  Full disclaimer
  8. 8. © CONCEP 2014 Condensed top navigation (1 of many options). Full width intro (Min. font size 18 – 22px) Links should always be underlined Stacked articles, 1 column width Contrasting colors between articles Full width ‘read more’ buttons with extra padding around them (tappable area to be min 46px high) Images are optimized (scaled, cropped or changed) for mobile view Simplify footer but include ‘Unsubscribe’, website and social icons Responsive design / Mobile view No image needed in banner: Reduce scrolling time and image loading time. Flat solid brand color with logo Increase padding around articles – White space is good! NOTE •  Focus on critical content •  Single column, stacked articles •  Color contrast between articles •  Some articles are removed if necessary to reduce scrolling •  Top navigation condensed •  No right hand navigation •  Reduce number of images and optimize them for mobile •  Simplify ATF and disclaimer •  Width is 320px (640px retina)
  9. 9. For more information contact us: EUROPE Telephone: +44 (0) 20 7952 5570 Email: europe@concep.com   NORTH AMERICA Telephone: +1 212 925 0380 Email: northamerica@concep.com   ASIA PACIFIC Telephone: +61 (0) 2 8030 8810 Email: asiapacific@concep.com

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