‘Be Responsivible! Two ways to mobile optimize your emails’ – ‘Experian Marketing Forward’ Blog
Jim Kelley says, “More than half of all email opens and 38 percent of clicks occur on a mobile device, which is why it’s crucial to mobile optimize your emails. Responsive design is the “buzz term” that solves this problem, and marketers want it now.
As a solution guy, the first thing I’ll communicate is that responsive email is not your typical slice and dice, get-it-out-the-door coding project. It requires a bit of planning, a new design methodology and a potential change in workflow. Why?
Classic responsive design
In what I like to call “classic responsive design,” a new email wireframe is usually constructed so that the design can adapt between desktop and mobile. It’s a systematic, mathematically driven design, usually requiring two column layouts with a separation between imagery and text. That means lots of guidelines and specs with no room for deviation“.
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