The most important aspect of an HTML email template, is simply how it is viewed by the people it is sent to. Potential engagement hangs on a split-second, and anything that’s not perfect, will result in the user simply ignoring the email completely.
What are the percentages of desktop email use compared to mobile devices?
Depending on the audience, up to 70% of your emails could be being opened, solely, on a mobile device. This means that an HTML email template or campaign which isn’t mobile responsive, is probably being ignored by over half of the people it’s sent to. This is a lot of money that can be saved, simply by investing some time in ensuring the correct mobile media queries are being used, and then a testing platform such as Litmus is utilised to test the email template across all email clients and mobile devices.
Another important statistic is the continued rise of this mobile email usage and the continual shift to mobile usage from desktop when it comes to emails. Between 2011 and 2014 mobile email opens have grown 180% showing that the importance of ensuring your campaigns are readable on mobile devices is getting increasingly vital.
The elements to consider when making sure your HTML email is ready for mobile
There are some standard areas of an email’s UX which often breaks when the template is received by a mobile device. Firstly the width itself may be a fixed pixel-width which is not set to take mobile screens into consideration. This can result in very thin and un-readable content areas, or more often the email stretches far off to the right, hiding most of the content from the user and forcing them to scroll across.
The font-size in an HTML template is often forced at a certain size to fit with the design and style of the HTML email. If mobile devices aren’t taken into consideration this can result in the font-size rendering at a miniature size due to the much higher resolution of the mobile screen.
Often an HTML email template will be designed with certain sections using a two-columns layout. This is favoured as it replicates web and magazine layout design, and makes the HTML email stand out far more from a standard email. However it’s never good practise to use a two-column layout for a mobile devices, therefore if this is ever used in an HTML email template it needs to be able to respond to the screen and drop down to a stacked single-column.