All Your Emails Should Be Responsive. Here’s Why.

May 23, 2016 Heather Cherry

Girl on phoneA trending marketing term in 2016 is responsive design. What is it?

Responsive design is when a website or email adapts to whatever device used to view it. For example, a website or email would look different on a desktop that it would on a tablet or smartphone.

Responsive design aims to make all emails viewable at 100%. This means the message and images fit your screen and scrolls naturally no matter the device.

Responsive design has become imperative in the age of mobile technology. Sending out emails that do not fit every screen can lead to a quick delete.

More importantly, responsive emails get more traction with more clicks and more interaction. That's exactly what your insurance agency can benefit from.

Which would you rather read?

Below is an example of one email viewed on a mobile phone. On the left is the responsive design. On the right is the non-responsive design.

The responsive design fits the screen at 100% capacity. This allows the user to scroll up and down to view the content and images with ease.

The non-responsive design is more difficult to use. The recipient would have to re-adjust the size of the email manually. Plus, it is harder to click on a link, especially a text link.

With a full inbox, a person is much more likely to click on the email that fits his or her cell phone. A non-responsive email is more likely to get ignored or deleted.

Low Difficulty = High Importance

Readers need to remain engaged with an email. You can help encourage engagement with your email design.

Include images that scroll simply and fit the screen and forms that are simple to fill out. There is a much greater chance of reader interaction if the email is easy to navigate.

Yesmail looked at millions of emails sent in the fourth quarter of 2015 to determine the impact of responsive design on engagement. What they found is that both responsive and non-responsive emails get opened on smartphones.

The difference is that consumers are more likely to click when it looks good on their device and is easy to use.

It's Easier than You Think!

Did you know it is easier to design a responsive email template than a non-responsive one?

Responsive emails only require editing a few extra lines of code to change for each device.

Meanwhile, a non-responsive email will have you building new design layouts for each device. Also, responsive emails have a more structured template, saving design time, according to

Remember: efficiency is the key to email marketing. With responsive design, you have an easy template. Your reader has easy viewing. It's a win-win.

Think of responsive design as the first step to getting a subscriber to opt in to your emails.

A responsive design means an email is easy to view regardless of device. This increases the probability the recipient will interact more with the email.

Something as simple as a responsive design template could help grab a prospect's business!

Have you tried using responsive design in your email marketing? Tell us about it below in the comments!

About the Author

Heather Cherry

Heather Cherry is and email marketing professional and the product manager for AgencyBuzz - ITC's automated marketing system. She is responsible for leading the AgencyBuzz team, presenting email marketing best practices for Operation Agency Success & Masters of Marketing, and prides herself in cultivating customer-driven product excellence. She has a bachelor's degree in rhetoric and writing from The University of Texas at Austin (Hook 'Em \m/). Her email marketing specialties include targeted marketing, database segmentation, customer journey through automation, integrated lead client nurturing through all ITC products, and highly-visual email marketing campaigns. Heather currently resides in Frisco, Texas (a suburb of Dallas), and is a self-proclaimed mother-of-the-year and world's okayest wife. She likes dad jokes, Tyler Perry movies, and Oxford commas.

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