Templates: Why is being mobile responsive so important?

Why is being mobile responsive so important?

Did you know that over 55% of all emails sent are opened on a mobile device first and that 69% of mobile users delete emails that aren’t optimised for mobile (HubSpot, 2017).

With this in mind, should we ignore the mobile device in the room or focus our efforts on producing a good quality email that is responsive to all devices whether it be a laptop, desktop, mobile, tablet or an iPad? (that was a rhetorical question) We should of course make sure that our emails are readable on any device. If not then only 45% of your contacts will be able to see your campaign in all its glory! There is nothing worse than seeing half an email on your phone and having to scroll with both hands to try and view the right-hand side of it!

Why should you be mobile responsive?

Data from the Office of National Statistics shows that in 2018, 78% of adults used smartphones for online access, compared to just 6% in 2015 (Ofcom). So really, why shouldn’t you be mobile responsive with your email campaigns? You are missing out on a huge market by ignoring these mobile users.

As talked about in this blog, having a mobile responsive email provides a good user experience for your contact. A short attention span is something that affects us all; if there is effort involved with scrolling across a non responsive campaign, then guess what? It will be deleted. Engagement rates improve for campaigns that are mobile optimised which can only be a positive. As shown above, this is the Device tab of the Reports section in your NewZapp account. A whopping 59.5% of this campaigns opens were on mobile devices (mobile or tablet). If you are uncertain if your contacts are opening on mobile devices please go and check your Reports!

Even if you aren’t getting a high percentage of your opens on a mobile device, that doesn’t mean you should ignore it. 1 or 2 opens on mobile, without a mobile responsive campaign sent to them, could be dead leads, wasted credits, cause the contact to disengage with your brand.

How do you become mobile responsive?

All Drag and Drop email templates built by the NewZapp Team come with mobile responsive code as standard, and automatically accommodates any image and text content that you may add to your email. Using our Drag and Drop editor will automatically resize your images to aid the mobile optimisation, the blocks will be resized automatically for mobile and desktop opens scaling the content to provide a fantastic user experience, that will encourage your subscribers to click your call to action and engage whilst promoting your brand image.

The technical stuff!

One of our Designers Mike writes ‘Although the mobile preview in NewZapp shows the layout changing correctly to suit narrower screens, not all email readers in real life support the code used to make this work. A well-known for-instance is Gmail on Android, which currently still strips out any responsive CSS code leaving the email to, at best, render as a scaled-down version of the default wider-screen desktop version.’ Still this would be a mobile responsive email without the awkward scroll bars!

Don’t fancy setting up your own mobile responsive email? Let us do the work for you!

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