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Responsive Design: Email Newsletters

Most sites we develop now are responsive, a big contrast from only 12 months ago where most clients still hadn’t heard of the technology. It’s great to see the progression of technology responding to the market place and the demands that changing consumer behaviour has had on digital filtering through to the design and development process. However, now we move to the next step of responsive, the email newsletter.

It is estimated that over 20% of emails are now opened on a mobile device and with mobile trends going the way they are, that figure is likely to rise.

The issue is that viewing a normal email, particularly a well designed marketing newsletter on a phone can sometimes be a disappointing experience unless the newsletter can detect where it’s being read.

eDM campaigns are a frequently implemented form of marketing communication but there is a growing possibility that the message is not finding its audience if responsive criteria are not considered in the design and development phase.

  • What is responsive email design
  • Cell width considerations
  • Columns
  • Fonts
  • Don’t hide all images
  • Remove non-essential information
  • Design, development and testing