Techniques to Improve Responsive Email Design

Responsive email design is the new face of digital marketing. As more and more customers are operating their emails over their smartphones, it is now mandatory for web owners to go responsive with the layouts of the mails. Statistics suggest that over 80% of the recipients delete an email if it is not being optimized for the phone. Another 20% will unsubscribe it for the same reason. These stats not only present a clear picture of rapid adoption of mobile devices, but also demonstrate how comfortable people are while reading their mails or making a purchase over their mobile phones.


Responsive emails offer better user experience regardless of the platform they are being viewed on. Moreover, if landing pages are well optimized for mobile, you can gain increased conversion rates. Designing responsive emails is the new email marketing trend that has now been adopted by a number of web operators to increase the readability of their emails. In this article, we are presenting some of the techniques that can help you improve the design of responsive emails.

=> Single column design

Single column design promises flawless look to your email over different email clients such as Gmail, Yahoo mail, Outlook, etc. With multi-column layouts, the readers will have to zoom or scroll the email to notice the details over their smartphones that may seem a tiring job for them. This can also make it difficult for the viewers to navigate the content of the email. It can additionally hamper the success of the copy, which is a direct loss to the business. Single column design makes the content much more flexible to fit all screen sizes.

=> Keep the CTA on top

The CTA button is the most important characteristic of your responsive email as it offers a chance to the users to respond to the mail. Call to action is important as it increases click through rates. The position of the CTA button matters so that the user can find it easily, without putting all-out efforts. The button should be easy to tap and must be 44px in size. Providing an easy-to-view CTA will also earn clients for the business as they may react instantly over the same if pleased with the proposal forwarded through the email.

=> Keep the header clean

Composing a clean header matters the most if you are announcing the launch of a new product through email. A clean header will ensure the success of the information forwarded with the email. In case, the header is clean and providing the essence of the email in the very first scroll to the user, it is truly accomplishing its job. Footer, on the other hand, can be utilized as a place for pasting navigations if there are any.

=> Design buttons that are finger friendly

Designing touch-friendly buttons is the rule of thumb for creating responsive emails. The users are going to view the email over their smartphones and will navigate pages with their finger; therefore, it is prominent to design buttons that can easily be commanded with a touch. Keeping the width to a minimum size of 320*550px for small screens can help you get success in this venture. In case, the email is not responding well with a click, the users are likely to delete the same or can also unsubscribe your services.

=> Liquefy the design

A number of methods are available to create a responsive layout. The easiest thing is creating a liquid design that can adapt to the width of the screen of any device. Using scalable layout that turns responsive is also an ideal approach to design mobile friendly emails. If the users are able to access a mail on any of the devices, regardless of the size, they are sure to consider it unlike those mails that do not respond well either on desktop or mobile devices. Giving your users the opportunity of operating the email on their preferred platform is a step ahead to win their trust.

=> Utilize responsive images 

There are images that will load slowly on mobile devices if compared with the time taken by a desktop to load the same. Therefore, it is always better to make use of responsive images. Swapping the images for small screens would be a wise move while designing the layouts for mobile platforms. Keep in mind to utilize images that can be easily loaded over mobile devices. It will offer a hassle-free experience to the users in addition to increasing the readability of the email.

=> Slim down the content

Not every piece of information in the email is of same importance, some parts of the content hold more significance than others. While creating the responsive email, give priority to the most important content and slim down the remaining part that is not important to be incorporated in the body of the email. Small screen sizes add on to the necessity of creating engaging writeup so that the users may find it an enjoyable experience to read the email. Always remember the more concise the content is, the better it can engage the audience.

=> Compose subject line within 30 characters or less

The subject line is an important aspect that must be considered well while designing an email. Creating a concise and to the point subject line is important to let the readers know the gist of your email. If you are able to provide the information within the subject line, the half battle is won. Another half remains in convincing the readers to subscribe to your services and be loyal towards your company.

=> Avoid small fonts

The aim of designing responsive emails is to offer a rich user experience besides ensuring the readability of the text. It is good to preserve font size between 17-21 pixels; the ideal font size is 19 as it offers an eye-friendly experience to the readers while reading the mail. In addition to this, the minimum target area of buttons and links should be 44*44 pixels. Creating fonts less than the prescribed pixels could hamper the success of your email, thereby affecting the base of your loyal customers.

=> Test your responsive email design

Testing your responsive design is critical to get a preview of the email in different sizes. There are plenty of tools available over the internet to test your responsive design. The task is easy to accomplish with a few clicks. Moreover, it is always better to get the preview to be well informed about the performance of your email in advance. If you know the pros and cons of your email design, there is a fair chance of keeping the positives in and removing the negatives out of the email.


The use of responsive email design offers a seamless user experience across diverse devices. The approach is attracting the attention of web owners and making it easy for the viewers to access the email even on mobiles. Smartphones are always there with the users, which indirectly means that the mail would be checked by the readers no matter at which point of day it is being sent. Incorporating the suggestions listed in this list, you can improve the design of your responsive email to ensure great user experience for your customers.

Get a well versed email template from EmailChopper

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  • @ 01 Jan 1970