If you are going to start sending emails as part of your marketing campaigns, the look really matters. In the past, people used to just send emails that were basic, flyer-type designs or even text only. With the ease with which we can read emails on HTML-friendly devices, though, a good quality design is now much easier.
Today, you can easily design and template your emails to really hit the spot in terms of their look and feel. Why, though, should you always look to ensure your email marketing messages are delivered in a responsive design?
Improve the mobile experience
If someone is to open up your email on a mobile device, they should be able to read the message clearly. Too many email designs, though, fail to open properly on a mobile device. Or they become slanted and out of shape and thus key parts of the design overlap one another, fail to appear properly, or look very blurry.
You should therefore ensure you use a responsive design as it will properly scale down to suit the size of the subscriber’s screen. With a responsive email marketing design, your message is as readable on desktop as it is on mobile.
Get more readers on-the-go
That improved design style coming from a responsive design means more readers can access the message. If the message is out of sync with their screen, some users will look back later when they are home. Many, though, will simply close the email and move on to the next message in their inbox.
If you have a good responsive design, though, you can get more readers who are out and about on their mobile devices. This reduces the risk of users opening the email, failing to read the design, and closing it down never to look again.
Improve readability
The other reason for a responsive design is that it stops text from being pushed off-screen. The last thing you want is the reader having to zoom in and out of their screen to get the layout just right. Responsive designs easily shrink or stretch to fit the screen without text becoming hard to read.
Now, users can easily read the gist of your content all the while having total readability. This avoids poor formatting leaving text offscreen, removing valuable context in the message. High readability also leads to additional email marketing benefits, too.
Improved conversions
Last but by no means least, a responsive design will almost always lead to more conversions. Users will be able to properly look around the email and read everything, see everything, and click on all of the included links. This makes them more likely to buy something, hire services, sign-up for your newsletter, etc.
For that reason, you should focus heavily on the aesthetics of your email marketing campaigns. Using a responsive design vastly improves the likelihood that someone can look over your content, understand it, and make a decision based on what it says.
Readability is essential to your conversion rate, as is a design that fits the screen it is viewed upon. With that in mind, you should look closely at the above as key reasons why responsive design is an absolute priority. If your emails are not converting, it could be down to how they look as opposed to what they say. Try using responsive designs, and see if it impacts your conversion rates for the better!