The Savvy, Time-Saving Responsive-Aware Approach to Email Design
While responsive email design is seeing the highest adoption rate among B2C marketers, responsive-aware may be the savviest and most time-efficient approach to creating a mobile-friendly subscriber experience.
What’s responsive-aware design? It’s an email design approach that uses responsive design for the headers and footers, while using mobile-aware design for the remaining body content. It’s a savvy approach to email design for three reasons:
First, this approach uses responsive design in the portions of an email where the highest link densities and smallest text font sizes are found. Using responsive design to turn an 8-link desktop navigation bar into a much more tappable 3-link one on mobile, for instance, makes the subscriber experience much better. And navigation bar links generally convert at a high rate, so ensuring that they’re easily tappable with a finger is smart business.
Second, header and footer coding is built into your templates, so…