‘Lessons from the Trenches on Responsive Email Design’ – ‘Business.com’ Blog
Rachel Youngberg says, “You’re a smart marketer. You’ve kept up on the latest trends and best practices. You already know that email marketing is one of the largest growing budget areas for marketing departments in 2015. And you also know that if your emails aren’t responsive, you’re missing out on a huge engagement opportunity. According to eMarketer’s 2014 Benchmarks, mobile email opens nearly tripled from 2011 to 2014, and for the first time, mobile email usage reached 50% in November 2014. As an email marketer, my job is to get people to open and engage with our emails, without sacrificing brand continuity or content quality.
This means that our emails MUST look great on mobile devices. But ensuring that isn’t easy, nor is it cheap. Many ESPs (Email Service Providers) have ready-made responsive templates to use. But for some marketers, these just won’t cut it, especially those of us that have strict brand guidelines to contend with”.
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