Production Time Weighs Heavily on Email Design Choices
- 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.