Responsive design
Have you ever had to zoom in on an email from your favorite brand because you couldn't see the content properly on a mobile device? If this has happened to you, it's because it didn't or doesn't have responsive design implemented, which means it doesn't adapt to different devices such as tablets and mobile phones. Nowadays, it's essential that an email marketing campaign takes mobile design into account, and even more so when mobile openings already represent more than 50% . In fact, there are brands that reunion business email list already prioritize and design mobile first. And responsive design applied to email marketing is all advantages : it improves the user experience, doesn't affect deliverability, increases the Click to Open rate, and increases the chances of conversion. For more information, here are 9 tips for making a good responsive email and this example from Tous on what a responsive email would look like vs.
a non-responsive one: A good preheader We often forget the importance of this part of the structure of our email. The preheader complements the subject and provides information that is key to whether or not the subscriber opens the email . Therefore, just like the subject, it is part of the first impression that the recipient will have about the content of the email, something that can help significantly increase the opening rate. What types of preheaders can we find?: Those that complement the Subject Those that provide information not related to the Subject Those that give us
information about shipping (times and costs) Those that inform about the season, a sales period or product categories Interesting content When opening an email, we have 2 to 3 seconds to capture the user's attention. If there is too much text, our campaign will automatically go to the deleted folder. For this reason, it is important that the copy is direct and short and the message clear . However, we cannot forget the importance of the images, since they should not weigh too much. Here you can see a good example from Desigual , where with little information and in a very visual way we can understand the message they want to give us: they have clothes discounted by up to 50%. Apart from this main message, they also inform us that shipping is free, they give us the option to access the category of discounted clothes, to search for our nearest store and finally, they show us a selection of clothes discounted by 50%. Brand awareness Have you ever opened an email and don't know who it's from? It's important that brands follow their brand guidelines; following the same line of design, copy, tone of voice and colors.
so that the user can easily identify who the email is from. No matter how creative our email marketing campaigns are, if they don't follow the same style or pattern, they won't help us position ourselves in the top of mind of our subscribers because they won't be able to identify us. Here we can see 4 different Pull&Bear
campaigns where, despite communicating different messages and content, their design line remains the same and makes it easy to distinguish that they belong to the brand.
