B2B Monday Myth: Emails Should Always Be Responsive
by MGB2B
The Myth: Emails Should Always Be Responsive
Truth: Not All Email Programs Are Ready for Responsive Design
More and more people are using mobile devices to access Internet content. When you look at the time adults in America spend online, you won’t be surprised to find that mobile usage is higher than desktop. So, it’s no longer a question of whether mobile marketing is important. It’s now all about mobile users’ habits and which content format (as well as the content itself) is most effective.
So what about responsive emails for B2B brands? Of course, a mobile-friendly website is essential, and in this case, responsive design is your best bet. (It has been for a few years now.) Responsive web design refers to a site’s ability to adapt its layout to different screen sizes and devices. You don’t want your prospects to be pinching and zooming on their phones to try to find what’s on your site. You might think that your marketing emails should be responsive too. It would allow users to engage more easily with your content, right?
Not necessarily.
Responsive emails are certainly ideal for some email programs. There is an issue, however: responsive design is not supported by all email clients. For example, some Android and Windows phone users will find their device doesn’t fully support media queries. This means responsive emails don’t show up on their phones, at least not formatted the way they should be. This can be incredibly harmful to your email campaign – an entire community of users is now unable to see your content as intended.
And when your prospects can’t read your emails, they are more likely to delete them.
The takeaway for you? Be careful about how you create your emails. You can craft and target your message perfectly, but the way it looks when it reaches your audience on their mobile device plays a huge role in whether they actually read it. A custom design created in a one-column format is usually the most effective route. Your prospects don’t all open email in the same programs, so make sure your designers are using the lowest common denominator to ensure that 100% of your audience is seeing your email correctly.
One day – and we anxiously await this day – all email programs will be able to handle responsive design. But until then, it’s best to play it safe.
Questions about email design or marketing strategy? Drop us a line.
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