Email Campaigns are a vital component to mobile strategy. Marketers recognize this channel as a tool to deliver personalized messaging while also mapping the customer journey. Not only is email a great way to harvest relationships with rewarding content, but its role as a conversion tool will boost sales and customer engagement. However, many campaigns fail to generate revenue or growth because of one crucial factor – the design.

Design matters. Countless hours of research are spent brainstorming, testing, and analyzing the different avenues used to reach customers. Data-driven analytics now play a pivotal role in the decision-making process. Unfortunately, some potential award-winning strategies aren’t always given a chance as a result of failure to execute the design. In order to execute successful email campaigns and ultimately grow, engage, and retain members, organizations should adopt responsive email design. 

What is Responsive Design?

Responsive design resizes a website in response to the platform/device it is being viewed on. The design is arranged in such manner that the user experience is not compromised. A 2014 Consumer Views of Email Marketing Report revealed that a staggering amount of email recipients delete emails immediately based off of design. 

Image credit: BlueHornet

Google recently announced that responsive design it is the preferred technique to use. “Responsive web design: Serves the same HTML code on the same URL regardless of the users’ device (desktop, tablet, mobile, non-visual browser), but can render the display differently (i.e., “respond”) based on the screen size. Responsive design is Google’s recommended design pattern”.

Responsive Email Performance

Within the last two years responsive email design has produced tremendous results. Consumers are shopping more on their mobile devices. The email automation company Yesmail reported the statistics on open and click through rates for responsive emails. Their findings revealed an increase in favor of the responsive design.


Image credit: Yesmail

So before spending time testing the latest strategy or email subject line, first ensure your email and website are responsive and user-friendly. The current digital media landscape requires a mindset that understands user experience design. Implementing responsive emails is definitely a requirement to covert leads into sales. The potential earnings from this channel are too big to ignore.

To learn more about digital media strategy join us at our next AMADC workshop on June 8 at DC Improv.