We’ve been championing responsive emails for a while here at Sign-Up.to and no doubt you are familiar with the many benefits they offer, if not, direct your eyes here. But what is the best approach to take when designing for these mobile optimised campaigns? Read on and all shall be revealed.
1. Keep in mind your overall layout
First and foremost, keep in mind your overall layout. A two column structure will best showcase your campaign and optimise your content at mobile level. Any images used in these columns can retain their native height and width values without suffering from image degradation that can be prevalent when using a three column structure.
2. Consider screen space
Screen space is important, bear in mind the length of your campaign. Consider if you need to include all sections, remove anything that isn’t relevant to your mobile audience.
3. Remember your fonts and line heights
Another important factor that a lot of people slip up on is type size and line heights. If you’ve gone to the trouble of making your campaign responsive, make sure to increase the font size, we’re dealing with a small screen space and you don’t want your audience to still have to pinch and zoom. Bump the type size up by at least 2px. I never use less than 16px for body copy and between 18px and 20px for header styles.
4. Prominent calls to action
Make your call to action buttons prominent and easily accessible. I like to use a full width block of colour to highlight CTA’s. Think “are these easily tap-able” and allow for oversized digits.
5. Images vs. text
Don’t use too many images, the mobile device has to download these and so bandwidth optimisation is something to keep in mind. Every mobile device platform except iOS blocks email images by default, and provides a prompt for the user to turn on images. Use images sparingly, and carefully consider image size.
Using these techniques will help you to enhance your campaign, delivering a unique and user focused experience to your mobile audience.