Responsive Emails: Myths and Misconceptions

Think you know everything about mobile-responsive emails? Think again.
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Everyone understands the importance of mobile in today’s marketing world, but are we still under some illusions about mobile-responsive emails?

When we talk about mobile-responsive emails, we mean emails that are built and designed to transition between mobiles, tablets, and PCs seamlessly.

They automatically resize and adjust proportions and components based on the device that’s viewing the email.

From a more technical perspective, it’s a collection of techniques, like media queries, fluid images, and fluid grids, which work together to provide the best viewing experience for the consumer across a range of platforms.

So what myths and misconceptions exist about mobile-responsive emails? And how are they steering you wrong?

Myth 1: It’s a nice-to-have, not a must-have

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Mobile-responsive emails are a must-have, plain and simple.

In the United States, 98% own a mobile device and 86% said they access one or more of their email accounts via a mobile device.

In a 2018 Litmus report, mobile opens accounted for 46% of all email opens, while desktop opens only hit 18%.

Litmus also found that 80% of people will delete an email if it doesn’t look good on their mobile device.

If your emails aren’t appearing correctly on mobile devices then you’re alienating potential customers and linking your brand with a poor customer experience. Don’t be that guy.

Myth 2: Mobile-responsive emails are the same thing as mobile-optimized emails

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A lot of people don’t understand the difference between mobile-responsive emails and mobile-optimized emails.

As mentioned above, mobile-responsive emails are specifically built and designed to move between mobiles, tablets, and PCs easily, switching their structure and look to ensure the best viewing experience on each device.

On the other hand, mobile-optimized emails are mobile first. They’re built with mobile devices in mind. This means that they’re best viewed on mobile devices, and not PCs.

If you want to learn more about the differences between these two options, check out our blog; Mobile Responsive vs. Mobile Optimized: What’s the Difference?

Myth 3: Responsive design is supported by all email clients

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This is another big myth that could be hurting your email marketing efforts.

Some email clients, like Android and Windows, don’t fully support media queries (remember, we said above that media queries are the techniques used to make mobile-responsive emails).

This means that the formatting in mobile-responsive emails doesn’t show up correctly on Android and Windows phones.

Interested in moving to mobile-responsive emails but worried about navigating these myths and misconceptions on your own? Reach out to us and we can walk you through your options.

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