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Thinkstock/iStock moves to responsive email

25th Feb 2013
Share this content has decided to give our emails a bit of a spring clean!

With mobile email open rates having increased by as much as 50% over the past year, and with wider research indicating that mobile email has now overtaken web and desktop email, we have decided to come up with a brand new mobile-friendly email design.

Reports from the likes of Return Path, which has tracked nearly 1.8bn data points as part of its research, have revealed the extent of the change in our email habits – with more people now opening emails on mobile devices (37%) than via webmail using a browser (30%).

Reflecting this change, statistics from email testing and analytics company Litmus found that the iPhone is now the most popular email client around, used by more people than Outlook.

Following its examination of one billion ‘opens’ of emails sent last year, Litmus compiled the following infographic demonstrating the changes (click to enlarge):

This shift has major implications for brands sending email communications to customers. All the good work that is done to ensure that email render flawlessly on the desktop doesn’t take into account the growing number of users trying to read the emails on a mobile device. When you view these emails on a smartphone, for instance, users will see a zoomed out view of the email, usually at 50%, making the text very difficult to read at half the size. Definitely not an effective way to communicate and engage with your mailing list.
However, a concept called responsive web design is offering a solution to this problem. This is a design process that allows a site to adapt to the screen size it’s being viewed on, whether that be desktop, mobile or tablet. And this can also be applied to emails so that there is responsive email design. is now using this responsive approach with its email bulletins. And to give you a bit more of an idea of what that means we've put together a couple of screen shots for you to look at (click to enlarge):
MyCustomer mobile email
We hope that our responsive email design will make it even easier for our bulletin subscribers to keep up to date with the latest developments and lessons from the world of customer relationship management. And later this year, will be moving the whole site to a new platform with a responsive design – watch this space.
For the time being, we’d love to hear your thoughts and experiences of our new bulletins. And if you have yet to sign up to receive our bulletins, click here.

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