People are reading their email more than ever these days and we have the popularity of the smartphone to thank for that. 10 years ago email was something that was checked at work and maybe once or twice in the evening (if you had Internet at home). That is not the case anymore! Now your phone beeps and you rush to see who is trying to reach you. Some of you may even sleep next to your phone (guilty).
This should get you to start thinking what your email messages look like on a phone! With the greatly reduced screen size, a lot of messages will not look the way you intended on a phone. A broken layout will make it difficult for your customer to receive and understand your message and will lower your click through rates and effect your conversion.
One of the ways to make sure your emails look good on both desktop and mobile devices is to do “responsive emails”. Basically what this means is that you format your emails so that they are able to modify how they look depending on the device you are using to look at the email. One of the easiest ways to do this is to use a responsive email framework (essentially a tool that will do all the heavy lifting for you, leaving you with a lot less work than if you didn’t use a framework). One of the frameworks that I would recommend using is Ink by Zurb. You essentially grab a template and modify it to make it your own.
Do you do responsive emails? Did you use Ink to do it? Did you use something else? Let me know in the comments below!