Mobile has undoubtedly altered the way we connect, communicate, and conduct business. With an estimated 5 billion mobile phone connections worldwide, the smartphone is set to become one of the most defining technologies of the 21st century. It has transformed pre-existing technologies and fueled a “mobile-first” revolution in business models. Gone are the days of designing for desktops; adaptive email marketers have now made these small screens their biggest priorities by re-doubling efforts and focusing on how to best facilitate mobile content consumption.
Considered one of the most effective channels for brands to reach consumers, email marketing is poised at the forefront of this mobile evolution. Now that 55 percent of emails are opened on mobile phones or tablets, emails must be designed to respond to the user’s screen size and orientation in order to create a more consistent experience across devices. As mobile consumption rates continue to rise, a seamless path to purchase is no longer a luxury for users, it’s a necessity for marketers.
The first step to a mobile-first approach is responsive design. This means creating the most optimal viewing experience possible by crafting emails that render properly to allow easy navigation and minimal resizing. In our age of convenience, users will no longer bother with emails that need reformatting to be viewed on a mobile device. A responsively designed email will ensure the content is accessible regardless of what device is being used to access it.