For this reason, fluid email designs work best for emails that include a high volume of text. Fluid designs are visually appealing because the content automatically flows to fill empty space in an email. To achieve this effect, these types of emails use percentage-based sizing to automatically shift table and image widths to accommodate every device’s screen size. Similar to scalable designs, fluid email designs maintain a similar layout from one device to the next, but their elements also fluidly shift to fill in the vacant spaces in your emails. Nonetheless, scalable designs give users a similar viewing experience across web and mobile devices without putting extra strain on your design and marketing teams. Scalable designs are simpler to implement than fluid and responsive designs because they don’t require the adjustment of image or table width between devices, a process that relies on CSS media queries. Typically, scalable designs will use a simple layout with a single column for all text sizes, clickable CTA buttons, big text, and information on the left side. A scalable design approach is less sophisticated than a fluid or responsive email design approach because it doesn’t require any code. Scalable email design - or mobile-friendly, mobile-first, or agnostic design- refers to a design approach that makes emails easily readable and surprise, surprise-scalable!- across mobile and desktop experiences. What are the options you have when it comes to your email design? The three main email design frameworks you’ll commonly hear about are fluid, scalable, and responsive email design. Types of Mobile Email Design Approaches: Fluid, Scalable, and Responsive Email Design Think about making your message both easy and engaging to view and digest. If your buttons are glitchy, your text is unreadable, or your image sizes are out of proportion, users might just unsubscribe from your list. No one likes to strain their eyes just to decipher your latest bagel promotion. If your email design isn’t adapted well for mobile viewing, your subscribers will likely become frustrated. Optimizing your user experience across mobile and desktop is critical for your customers. With more visually pleasing layouts and image rendering, your subscribers are more likely to open and engage with your content. Email provides an average ROI of $42 for every dollar spent in this channelĪ key reason you’ll want to use responsive email design is in to increase your subscribers’ engagement and satisfaction with your email program.Almost 70 percent of subscribers view their promotional messages on a smartphone.Subscribers first open their emails on mobile 25.6 percent of the time.Mobile clients account for 41.6 percent of email opens, according to Litmus.Beyond that, with users shifting their attention to mobile experiences, it’s important that your emails render well across both mobile and desktop email clients. Why is responsive email design important? Achieve Maximum ValueĮmail is an extremely valuable channel that offers a high potential for profits. To do so, designers aim to embed standards-based technologies into their designs. A responsive design adapts to users’ behavior, screen size, platform and orientation.Ī key objective of responsive email design is to ensure that your emails are rendered correctly across both mobile and desktop. Responsive design is an approach to develop and design for the wide variety of clients you want to send emails to. The principle of responsive design is easily transferable to email design and whether or not designers apply it can greatly affect the success of their email campaigns. These elements became common practice for web design, and now these CSS elements are also supported by a variety of email clients. Responsive web design involves the use of fluid grids, media queries, and flexible images. This practice arose to better meet consumers’ growing expectations around functional and engaging web experiences. In 2010, Ethan Marcotte popularized the concept of responsive web design, or the practice of making web content adaptable and engaging across different devices and screen sizes. Your emails now need to be as viewable on mobile as they are on legacy platforms such as Gmail. On top of that, with over half of email campaigns opened on mobile devices and four out of ten emails now opened through mobile applications, it becomes increasingly important to design your messages for an optimal mobile experience. Email designers cope with constantly changing standards across web and mobile devices, grappling with different resolutions, screen dimensions, supported fonts, and more.
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