The document discusses responsive design, highlighting its importance in adapting layouts for various screen sizes and devices, particularly for email content. It compares responsive design with mobile-friendly versions, emphasizing the user experience benefits of responsive design on mobile devices. Additionally, it suggests analyzing audience metrics and testing different email formats to determine the effectiveness of responsive templates in improving engagement rates.

1. Responsive Design
Is it for you?
Chris Clemente
Template Designer
Kevin Allen
Template Designer
Nabeel John
Template Designer

2. Today's Topics
• What is Responsive Design?
• What can and can’t Responsive Design do?
• Responsive vs. Mobile Friendly Design

3. What is Responsive Design?
The approach that suggests that design and
development should react to the user’s
behavior and environment based on screen
size, platform and orientation.
- Smashing Magazine

4. What Can Responsive Design Do?

5. Screen size
Image resize
Headline and text
Links and buttons
• Accommodates for screen
sizes 350-400px wide
• Images are be scaled to fit
within screen
• Enlarge fonts to 12pt-14pt
for body content and 16pt
for headlines
• Links can turn into buttons
for smaller screens
What Can Responsive Design Do?

6. Limitations of Responsive Design
• Responsive design uses media queries for layouts to react
to platforms and devices. Not all devices support media
queries:
• iPhone and Android Gmail app (not native), Windows
Phone 6.1+ (except 7.5), Outlook 2007+

7. What Devices Support Responsive Design in Email?
Apple
iPhone native
iPhone Mailbox app
iPad native
iPad mini native
iPod Touch native
Android
Froyo native client
Gingerbread native client
Ice Creme Sandwich
native client
Jelly Bean native client
Outlook.com app
Microsoft
Surface tablet
(Outlook.com/Hotmail)
Windows Phone 7.5
BlackBerry
OS 7
Z10
Other
Kindle Fire
Palm webOS 4.5
Good.com Mail app
Source: StyleCampaign.com
Article: Responsive email support
http://stylecampaign.com/blog/2012/10/responsive-email-support/

8. Is Responsive Design the
Solution for You?
The answer is in your audience!

9. Decide for yourself by answering 3
questions:
1. What devices and browsers support responsive
design?
2. What is your audience reading their email with?
3. Test your audience to see if open rates and click
through rates are higher with responsive design
templates.

10. Responsive design will:
• Ensure mobile rendering will be legible
• Will enlarge the buttons in your email to a
manageable size
• Will display content one item at a time – crucial for
the small screen.

11. Unresponsive Responsive
Responsive design offers a much more friendly user experience on a mobile device

12. Know how your audience
reads their email! Take the time to
analyze your email metrics.
Informz collects this information for you

13. You can view
the email
client type
that your
audience is
viewing with
(Email client = email
program)

14. Once you see
you have an
audience with
a mobile
devices, look
into the
different
devices to see
if they are
supported:

15. Learn more about your audience…
• Conduct a test: send out two emails and compare
the results
• You should be able to discern whether a responsive
template works better than a non-responsive
template.
• Ultimately, trends are showing that more and more
people are reading their email on a mobile device. If
now is not the time for you to go responsive, the
near future most likely will be.

16. Mobile Usage… our own Report!
Each year, Informz analyzes our client’s email metrics to
set benchmarks and help associations see how their
email marketing programs compare to their peers.
In the most recent report, which is being released
tomorrow, we’ve found that mobile usage continues to
surpass desktop usage. 43% of our client’s members
are reading their emails on mobile devices as compared
to 37% reading on a desktop.

17. Mobile Friendly Version – Mobile Version –
Responsive Design

18. Mobile Friendly Version – Mobile Version –
Responsive Design
• Mobile Friendly Version
– Approach that accurately displays content on
multiple devices:
• Eg. Desktop & Mobile Devices
– Content appears smaller on phones and/or
mobile devices
– May not work perfectly on touchscreen
devices
• Text becomes too small to read
• Hard to click links

19. Mobile Friendly Version – Mobile Version –
Responsive Design
A Typical Mobile Friendly Version
• Fixed width 650px or Less
• Fixed layout

20. Mobile Friendly Version – Mobile Version –
Responsive Design
• Mobile Version
– Designed exclusively for mobile devices
– Displays content correctly on mobile devices
only
– Usually one column layout
– Would require a separate version for desktop
email clients
– Could require higher maintenance and
expense

21. Mobile Friendly Version – Mobile Version –
Responsive Design
A Typical Mobile Version
• Fixed width
– Usually around 320px wide
• Fixed One Column Layout

22. Mobile Friendly Version – Mobile Version –
Responsive Design
• Responsive Design
– Also called multi screen design
– Responds to media screens
• Changes Layout based on screen resolution
– Designing for breakpoints
– Single template that works everywhere
• Offers significant savings over creating multiple
native templates
– HTML and CSS can be repurposed instead of having to
be rewritten, which saves considerable design time

23. Mobile Friendly Version – Mobile Version –
Responsive Design
Responsive Design
• Flexible layout
• Flexible images
• Flexible width
• Ability to rearrange the content
– Eg: Move menu items to a different place
– Convert links into buttons

24. Questions?