RAAK_Blog-Header_Make your email campaigns 5x more mobile friendly

Mobile email is here to stay. Take action today.

Now that 50% of all email is read on mobile devices, emails need to be built keeping our mobile audience top of mind.

A “Mobile Aware” minimum

If you want to keep reaching your audience, you need to design your campaigns to be mobile-savvy.

Mobile-friendly emails keep mobile devices — and the needs of mobile users for that matter — in mind right from the start. Unlike responsive design techniques, they don't require extensive HTML knowledge, and they're easily implemented by just about anyone. These kinds of campaigns ensure that the subscriber's experience on mobile is a pleasant one, and typically improve desktop users' experiences as well.

To deliver mobile-friendly designs, focus on these 4 tactics:

  1. Use easy-to-read text in a large font size.
  2. Use large, clear images.
  3. Keep layouts simple and scanable (primary content in a single column).
  4. Use short, mobile-friendly calls-to-action.

Non-mobile friendly design vs. mobile friendly design

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Using these four tactics, you can keep emails usable on smaller devices, without the overhead involved with learning, coding, and testing responsive emails.

A Responsive Future

While mobile-savvy emails are the first step, responsive emails are the logical endpoint.

Responsive email design takes mobile-friendly techniques further by using CSS3 media queries to adjust styles and content on mobile devices. This provides designers with more control over layouts and gives subscribers a highly polished experience on mobile.

Not all mobile clients support media queries. Despite this, you can still take advantage of those that do. If designed well, your templates will adapt gracefully in clients that don't support media queries, especially if you use the mobile-savvy strategies outlined above as a base.

Getting started

Contact our RAAK specialists and email designers to start building good responsive email designs or to turn your existing emails into future proof versions. Once you know how to implement responsive design, it shouldn't take longer to code than traditional, static email designs. 

The subscriber journey

Now that audiences are moving to mobile, their experience before they receive an email and after they click through on a link is more important than ever.

Making your email signup form easy to use on mobile devices is vital to grow your audience. Forms that are designed and coded for the desktop are often hard to use on mobile. Building mobile-optimized or responsive signup forms is the first step in reducing friction and defection during the subscriber journey.

Once you have those subscribers and send them mobile-savvy or responsive emails, you need to keep that journey a pleasant one when they click through to a landing page. Just like your signup page and email, landing pages should be optimized for mobile so your audience can read articles, sign up for events or purchase products in an efficient way. It all contributes to a good customer experience


The future looks bright. Consumers are expected to continue their switch to mobile, taking their email inbox with them wherever they go. If you would keep designing uniquely for desktop, you risk losing out on a huge audience. That's why you need to start thinking mobile, for your emails and during the entire subscriber and customer journey.

Posted on
Mar 27, 2014