Digital marketing has changed a great deal over the years. Sending a marketing email to users on a desktop was once considered an innovative approach to targeting consumers. However, users have since migrated from their desktops to their mobile devices. In fact, according to a 2015 Global Web Index survey, 80 percent of Internet users own a smartphone. This means an overwhelming number of people are checking their emails and surfing the web on handheld devices – and as a result, the way marketers target their audience must also change. It’s the responsibility of web designers to come up with a responsive email template design so compelling messages have a flashy design to match. By adopting these qualities for your emails, you’re taking the first step to tailoring your brand to your consumer. If you’re not utilizing responsive email templates, you should be!
‘Future-proof’ your email templates
Responsive email templates allow you to format the email template so it properly renders on multiple devices – not just specific models. It’s only a matter of time before mobile usage trumps that of the desktop. Additionally, the Global Web Index survey noted that Smart TV, Smart Watches, and Smart Wristbands are growing to become sources people use to go online. By designing a responsive email template, you’re prepared for those who use those services. Bring in your web team to get the job done. Once your web designer creates a template, you no longer have to worry about coding another to format a different device.
Maintain your credibility
The designs of your marketing initiatives are an extension of your brand. If an email doesn’t render properly or it appears difficult to read or digest in any way, it reflects poorly on your business. Consumers may view your marketing email as outdated and, as a result, consider the brand in the same regard.
UX Magazine noted that if an email template or website isn’t properly designed with responsive qualities, it can make navigation difficult or impossible, and icons – as well as the crucial call to action – may be blurry or not even appear. If your email template doesn’t look compelling, it likely won’t be opened or read, and the marketing team’s efforts will be wasted.
“Most consumers delete emails if the design looks off.”
Boost your stats
Open and click-through rates are the bread and butter of email marketing. Each industry holds certain open and click-through rate standards every marketer is trying to achieve. Go responsive and you’re sure to see an increase in these metrics.
According to a 2014 survey conducted by BlueHornet, 71.2 percent of respondents said they delete emails if they receive a not-so mobile-friendly email that “doesn’t look good.” Design an email template with confidence that your message won’t be sent to the trash before it’s read.
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