Responsive vs Scalable Mobile Email Design

Yesmail Interactive published a whitepaper titled, Mobile Email Design—Marketing Fit for the Small ScreenOpens in a new window, announcing more than 36 percent of emails are opened on a mobile device, which is projected to continue growing year-over-year.

As consumers continue turning to their mobile devices to check email, it’s more important than ever for brands to make calls to action simple to follow. Unfortunately, 76 percent of brands only offer a basic mobile strategy – or do not have one at all.

This hinders consumers from engaging with brand content or making transactions because nearly half of them say mobile emails are difficult to read because of excessive scrolling and 29 percent point to wrong layouts for their mobile screen.

To ensure consumers can interact with their content, brands should use a hybrid layout with both responsive and scalable design. The key benefits are:

• Larger logo and link back to the website.
• Larger navigation and therefore click-through rates
• Increased focus on featured content
• Larger text and calls to action

The prevalence of mobile engagement requires marketers to make calls to action simple to follow on mobile screens. Usability, clarity and the positive brand experience found in responsive and scalable mobile email designs encourage consumers to subscribe and consistently interact with a brand’s email program.