Production Time Weighs Heavily on Email Design Choices
While all the buzz has been around fully responsive and hybrid design, that’s not where the adoption has been. Instead, B2C brands have been adopting mobile-aware and responsive-aware email design.
- Mobile-aware email design (also known as scalable email design) involves basic coding techniques such as using a single-column layout, large text and images, and large, well-spaced links and buttons to create a single email rendering that’s suitable for a range of screen sizes, but is deferential to smartphones
- Responsive-aware email design involves using responsive email design for the header, navigation bar, recovery module, and footer of an email, and using mobile-aware email design for the rest of the email
Twenty-seven percent of B2C brands have adopted mobile-aware design and 20% responsive-aware design, up from 15% and 9%, respectively, a year ago, according to joint research between Litmus and Salesforce into mobile-friendly trends.
These design approaches have gained favor because they have low production costs compared to more sophisticated mobile-friendly email design techniques.