Reponsive Email: 4 Steps to Adjust your Content

At the time of web 4.0, mobile use has exceeded the use of a desktop computer. It is therefore mandatory for all companies to take the responsive turn, if it is not already done.
Pascale Guay
1 December 2018
Omni-Channel Marketing Campaign
3 min 20
responsive email   adapt your content in  easy steps

At the time of web 4.0, mobile use has exceeded the use of a desktop computer. Indeed, 55% of email openings are mobile and this statistic continues to increase. This puts a higher pull on creating effective responsive email. It is therefore mandatory for all companies to take the responsive turn, if it is not already done.

This reality plays a significant role in how you structure marketing content moving forward. If you want to ensure effective performance on all platforms, you must first consider and test your content in different displays. This is why before talking about technology, we must first discuss the contents.

Here are 4 points to help you properly plan for mobile versions of your content.

 

 

Step 1: Evaluate the content of your responsive email

Take each section of your newsletter or email message and evaluate the priority for each section in a desktop versus email version. For example, the image, the name, and the link of your product are essential, but do you need to add the description? In this example, the description has been removed from the responsive email version.

Example : Beyond the rack

I usually suggest to assign a rating score of 1 to 3 to their content. Elements identified with a 1 or 2 rating are preserved – the 1s are mandatory and the 2s are lower priority and can be arranged at a lower hierarchical level (at the bottom of the post). The 3s provide no value and will be removed in the mobile version.

 

 

Step 2: Validate your images

A picture is worth a thousand words… only if it is readable! In a responsive email, reduce the size of your images at 320 px. If the content is unreadable, you’ll have two choices: develop a new image for your responsive version or change your main image using a larger font. In some cases, if you use banners with distinct areas (left text right images), you might think it is relevant to withdraw the left image and use only your right section.

Don’t forget, you can use different images for responsive or simply adapt your design. Also, compress your images in your mailings to reduce their loading time. It is often forgotten but most people who open an email on their phone are on the LTE network, which is slower to charge.  

 

 

Step 3: Think of a new design for responsive email

Once you have selected your content and identified the preferred method for processing your images, you just have to develop a design that fits. It’s a good idea to use separate columns based on your content priorities.

For example, your level 2 rated content arranged in a column on the right, can be found at the end of your message. This solution frees up the entire width for your mobile version and your main content.

Example : Beyond the rack

 

Also, consider developing a separate display mode for your menu if it’s not suitable or too broad for your mobile version. Here’s an example of this type of scenario, and the mobile version displays the menu on three separate lines.

Example : Ontario Arts Council

 

Remember in your new design that your readers will click with their fingers, and they are not all alike. Develop a model that adapts automatically with responsive technology.

An automated email marketing platform like Dialog Insight has already developed several mobile-based templates. This way, you don’t have to worry about making a responsive email version and your content will automatically adjust. The idea is not to increase your work but rather the effectiveness of your mailings.

 

 

Step 4: Test and control the results

This last step is crucial for all your email communications, including responsive email. Perform testing, make sure that you are able to click, view the message in every possible way, test each version and confirm if your clickthrough rate improves. There is no miracle recipe! If your results are conclusive, we strongly suggest you to create a guide that can share with all your colleagues who are also engaged in email communications.

 

 

Conclusion

The good new is Dialog Insight offers ready-to-use responsive email templates. All you have to do is choose your favorite template, add your content and colors, and that’s it!

If you need help to execute our advises, our team can help you plan your content and find an effective solution to increase your results without spending more of your time.

Whitepapper_dialog insight

You want to know how to create really effective emails ?

We have created a complete guide on how to ADAPT emails to be responsive.

Découvrez comment votre entreprise peut bénéficier de Dialog Insight.

À lire aussi

Omni-Channel Marketing Campaign

Reactivate your contacts with a drip marketing campaign

Do you have a strategy in place to wake up your sleeping contacts and win back their consumer's hearts? Here's how to do it using drip marketing campaign. 

Customer Data Platform

Dialog Insight transforms itself

The year 2019 marks the 20th anniversary of Dialog Insight. In 20 years, there have been changes! We are now ready to unveil the fruit of a special effort, our rebranding!

Data Management

SSO : Why is Single Sign-On Important?

We are in an era where computer tools with single connections are multiplying and staff turnover is accentuated. Not to mention the sharing of increasingly sensitive data. Managing access and permissions can become a long and complex process. This is why Dialog Insight wants to simplify and secure everything by offering SSO to its customers. Indeed, it is possible to add single sign-on (SSO) for connection to the DI platform.

Customer Data Platform

Have you heard of distributed marketing data platform?

 Distributed marketing: an emerging communication strategy that enables business units to act on the local knowledge they have. 

Omni-Channel Marketing Campaign

New Year’s resolution: Test before you send

Hands down, email is the easiest medium to test for effectiveness. Here are some examples of tests that we recommend to help you achieve optimal results.

Omni-Channel Marketing Campaign

Discover web push notifications

Today’s increase in technology usage pushes organizations to find new ways to build the consumer-marketer relationship. Indeed, different channels continue to emerge, such as web push notifications.