Email Marketing Responsive Design Drives More Results


Marketers are beginning to learn how to be more clever and refined with their marketing approaches. Recently, they have learned how to integrate responsive web design into their mobile marketing strategies to better benefit their email marketing. Mobile email has been a big subject for marketers in 2013 since mobile rates are continuing to rise. So to take advantage of this, the idea to incorporate RWD to drive mobile results came to the forefront.

“A lot of effort is now going in to make sure users can scan and click on the email when it’s on the small screen. If it takes a user to pinch or zoom to see the email, forget it; they’re gone,” stated Matt Caldwell, Vice President of creative and agency services at Yesmail Interactive. “So one area of increased sophistication is in message design and coding.”

He also said “responsive email design is probably the best example of increased sophistication” and that “responsive coding and design of email can be complicated and time-consuming, but because of this surging open on a mobile, we see many if not all, of our clients want to do it. Why? It will alter the email layout to a true mobile design when opened on mobile.”

A majority of companies will see more than half of their commercial emails opened on mobile devices in 2013. This is according to a recent study done by Knotice. Even in light of this, Yesmail discovered that several mobile marketers are still not formatting their email correctly for mobile devices, even through their is a definite rise in email openings through mobile. In fact, it was discovered that in their survey of over 65 marketers over 6 months, Yesmail found that only 14 of 65 companies had correctly formatted their emails for mobile. Mr. Caldwell explained, “Our test was, ‘when opened on the mobile device, can I read every word and click on every link without having to adjust the email layout to make it bigger’? So we’re still seeing many email marketers are ignoring this important aspect of email; how to design and code it.”

Yesmail recognizes several ways for marketers to improve their email layouts to drive up open rates, drive up click through rates, and increase ROI. Marketers can use scalable hybrid layouts, so there’s one layout that will fit both big and small screens equally. They can also pull and link social content like tweets, photos, and comments into their messages. Yesmail also suggests incorporating a catch-all bottom navigation format to push clicks through to other category levels with a series of links at the bottom. Of course, it’s imperative to remember to include mobile call-to-actions in your emails. This is what will drive users to engage with your content.

Yesmail also recommends that marketers jump in and attempt to try to at least incorporate either scalable or responsive email design into their marketing strategy. Sometimes it’s even possible to do both.


“Scalable means ‘the pumped up layout’; you keep your message with the same 600 pixels but you pump up your type, to a minimum 14 points, and you pump up your buttons,” said Caldwell. “Why make it bigger? Because when the layout is reduced to have its size on the phone it can still be read and clicked.”

Caldwell then explained responsive email design, “Responsive is using media queries to make your HTML email device aware. When it’s opened on a small screen, it will load a different set of styles that can resize, reformat, and delete to make a true mobile layout.”

If you observe the Knotice data, you’ll notice that emails are not being viewed on multiple devices. This means that if someone opens up an email on their cell phone or tablet, then the odds of them opening that same email later on their desktop back at home is very unlikely. This only highlights the fact that marketers need to integrate a mobile email strategy into their mobile marketing strategy that does not end up rendering poorly on mobile devices.

Responsive design is great, but according to Knotice, it does not address issues like matching performance levels on PCs.

Patti Renner, Director of Marketing at Knotice, pointed out, “One trend marketers are now using to address this is responsive design for email. This format strategy incorporates multiple content options built into the email, with the ability to adjust the email images and content served based on the size of the viewport when opened. This format strategy incorporates multiple content options built into the email,” she continued. “With the ability to adjust the email images and content served based on the size of the viewport when opened. While this is getting some buzz as a cure-all for dealing with device proliferation amongst consumers, responsive design is no silver bullet. Even the best responsive design on mobile may not match performance levels on PC.

“And it may not render as well on Android as it does on iPhone. Mobile optimization requires marketers to be open to testing, adjusting, testing, and then testing again to get it right for the audience”, Renner concluded.

It is also important for marketers to be aware of click activity across multiple channels at once. This is a great way to find out how people are engaging with your emails once they’ve opened them.

As of right now, click activity is still stronger on PCs and desktops as opposed to mobile devices. This will change when marketers start to send more mobile-friendly emails.

“The simple fact that click activity remains so much stronger on PC and desktop as compared to phone or tablet will likely shift when predictive design methodology is used; anticipating the device used based on a past history of email activity for that device, for that individual and designing around that.

“This is the trend we see coming for marketers; using your data for mobile optimization, while understanding individuals and the devices they use for the best mobile experience possible,” Renner concluded.

Email Marketing for Grandparents | The Elusive Demographic


Email marketers have, for awhile now, virtually ignored grandparents and the elderly. Why? Based on the simple theory that older people do not know how to operate modern technology that well, it would be hard to target them via email marketing. Seniors are often overlooked because marketers assume that they are too rooted in their old ways and have not learned new technology enough in order to be considered technologically savvy or marketable via the internet. I’m sure a majority of us have received a phone call from our grandparents asking about “this thingy” on their computer that they don’t know how to use. However, recent news has surfaced that suggests your grandparents may be a little more adaptable than you think, especially when the technology has relevant use for them.

The first thing we know about grandparents is that they LOVE their grandchildren. They love to spoil them, talk to them, keep in touch with them, see how they are doing, and hear what they’ve been up to lately. So logically, any technology that allows them to do this they will want to learn how to use, right? Well, according to a recent survey, 40% of grandparents say they support their grandchildren with everything from food to clothing. It’s also important to note that households with grandparents spend 4.4% more than any other type of household. This is a growing segment of the population and senior numbers in the United States are expected to grow significantly over the next few years, rising 11% by 2015. So now we know grandparents love to keep in touch with their kids, they spend more money than anyone else, and this is a growing demographic!

Now for the surprises. Think, when a new baby is born, the parents usually get online and look for information and bargains regarding the newborn. However, the grandparents are also doing this and evidence has pointed to grandparents going on email binges not just when newborns come into the family, but any time! Think about how grandparents love to buy things for their grandchildren. No, an elderly person is probably not going to want that new iPod, iPhone, or tablet that’s just been released to the public. They’re probably not going to want the new shoe that’s all the rage, or that new game system either, but their grandkids will. Marketers need to take note of the fact that email and the internet has replaced the usual catalogs kids would give their grandparents for Christmas and any other time of the year for them to buy. Email is easily the most popular medium for grandparents to communicate through, and marketers now have to realize that an awesome opportunity is sitting right in front of them! Where else are you going to be able to find so many people with disposable income and are motivated buyers?!

It’s easy to forget that this older demographic makes just as many purchases for others as they do for themselves. Now, with today’s technology, little Johnny can send Grandma that link to that toy he wants so desperately for his birthday instead of sorting through catalogs to find it. So email marketing should not just be something you are targeting at the younger and middle aged generation, but also to the oldest generation too! If you put content into your email marketing that appeals to the older generation you will be opening yourself up to a completely new flow of cash and revenue. You will undoubtedly find new marketing potential by providing content and resources that appeal to older consumers who make purchases for younger consumers.

grandparents and presents

To do this, you’ll want to educate them on products they may not be familiar with, answer frequently asked questions, and answer questions you would expect a grandparent to ask. You could even get creative by offering them excuses to offer parents who don’t like grandparents spoiling their children. The potential is unlimited! So stop ignoring the oldest population, take advantage of the demographic that is most willing to spend its money, and laugh your way to the bank!

SMS Marketing vs. Email Marketing | What’s Better?


At first glance, SMS marketing and email marketing are actually pretty similar concepts. Both of them are ways to obtain customers’ contact information and both are ways to market to your customer directly. They’re also great ways to build a database of clients and potential clients. Once you’ve made contact with the customer and have gotten a response through either a text message or email, you are already in the lead nurturing process, which means you are that much closer to making the sale and bringing you and your company money. However, the basic concepts of both mediums, building a client list and then marketing directly to them, is about all that SMS marketing and email marketing have in common.

To look at the differences, you have to start with the numbers; and the numbers are absolutely staggering. Firstly, 90% of all emails are spam; the percentage of text messages that are spam? A paltry 1%. So it is no surprise that 98% of text messages are opened compared to email, which only has a 22% open rate. Knowing this, now you know customers and potential clients are clearly more likely to open up a text message you send them than an email. In fact, it’s almost guaranteed. So what about mobile use? Only 34% of people use their phones to email, while 72% of people use text messaging on their phones. You’re also one of few if you text them, with the average person receiving only 178 text messages a month compared to the 1,216 emails the average person receives. Obviously, most of those messages are spam. Did we also mention that 95% of text messages are opened within 15 minutes? Forget about people opening your email in 15 minutes, 20% of emails aren’t even opened ever. Think about what you do personally, are you more likely to read a text message that’s sent to you, or an email?

So, after looking at the numbers, it should be obvious that text message marketing is a much better route to go than email marketing. Using a mobile SMS campaign makes it easy for customers to sign up at any time. Mobile calls-to-action (CTAs) are easily integrated into print, radio, television, store signs, and online networks such as Twitter and Facebook. All they need to do is text your keyword to the shortcode. However, if you were to use email marketing, your customers would have to go to your company’s website and enter their contact information. This can be especially inconvenient for mobile users if your site isn’t mobile friendly yet.

Using SMS marketing, you can literally increase your sales the same day you sent out your messages. Because people respond so quickly to text messaging, it is possible for you to get sales through your doorwithin an hour after sending the messages. And if they’re not coming through your door, you can easily market to them through their phones now that you have their information. Either way, contact has been established. Remember, email marketing does work with mobile phones, but very, very few people read emails on their phones. A majority of people will just go to a computer to read an email; and if they do that they have to print off any offer you may have sent them. With SMS messaging, they can simply show you the text you sent them to receive the offer. It’s much quicker, much easier, and is much more likely to give you the return on investment you and your company desires.

So what are you waiting for? A laundry list of companies have already realized the information you’ve learned here, so NOW is the time to start planning and enacting an SMS mobile campaign for your company. DON’T WAIT, or you will be left behind!