How Your Email Design Impacts Engagement

If your email marketing is falling short of your goals or expectations, perhaps it’s time to step back and look at your email design. Let’s look at everything from your template, use of interactive elements, placement of your call-to-action, to your colors and images. Let’s jump right in!

Is your Email Marketing Template Mobile Responsive?

This one may seem obvious, but if you haven’t heard of mobile responsive templates, please allow me to shed some light on why they are SO IMPORTANT!

Think about all the different devices you, your friends, your colleagues, and anyone else you know use to access digital information. Desktops, tablets, smart phones… Now consider that on each device information can be viewed differently. On a desktop, you can minimize your screen size to only display on a portion of your screen, small or large. Tablets and phones can be viewed holding the device upright (vertical) or by rotating the device sideways (horizontal). Then add to the picture all the different brands, screen sizes, and even what update the device is on. Yes, it can get kind of techy here, but not to worry; this is where responsive design comes in! Responsive design allows YOUR email to look great on any device, regardless of how it is viewed.

Responsive Email Design and Engagement

If your email template is not mobile responsive, chances are you’re leaving money on the table. If your readers have to scroll side-to-side to try to read your content, if they have to squint because the font size is SO small on mobile, chances are – unless they are the most loyal of your loyal – they’re going to simply delete your email and continue to do so. When you’re working with one of the most powerful marketing tools with one of the proven highest ROIs, you can begin to see why a responsive template is not a nice-to-have, but a necessity.

So How Does A Responsive Email Design Help Engagement?

Your template will automatically optimize your content to look great on all devices. Remember, visual impact is key to engagement! Images, buttons and columns will resize to fit appropriately across the width of a mobile phone. This is referred to as stacking the content, and it makes it easier for each reader to engage with your content.

To Summarize, a Mobile Responsive Template:

• Is easy to read across devices
• Is visually impactful
• Encourages engagement
• Automatically optimizes content
• Stacks multi-columns layouts
• Keeps your readers engaged!

Many email providers, if they have not already done so, are sunsetting their old platforms that are not mobile responsive. If you have not yet migrated to a mobile responsive template, check out our starter packages which include a mobile responsive branded email template or contact me via our contact page.

This is part 1 of a 5-part series on Email Marketing Design and Layout. The full series consists of the use of interactive elements, placement of your call-to-action, incorporation of colors and use of images, gifs and animations.

About Simone G: Simone G is owner of The Small Biz Shop and has been offering email marketing services for over 10 years. She believes you can grow your business one conversation at a time through engaging email marketing. Her proven creative process helps her understand your business, your goals and your audience. She also provides online coaching courses and private training to help you be more successful with your email marketing. As a certified Constant Contact Solution Provider, she stays on top of new industry trends, helping you navigate through and benefit from the newest technologies in a personable and engaging way that leads to results.