Digital_strategy_ResponsiveEmail

Responsive email is no longer optional

7 April 2016
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Why responsive email are so important? Smartphones and tablets can no longer be ignored by Fashion & Luxury brands. They represent a massive part of all email interactions. Even if a purchase isn’t completed via mobile, the customers has done some research on their mobile device.

Few numbers to highlight the phenomenon:

  • 42% of emails opened on mobile devices*
  • Mobile email opens have increased 894% since 2011*
  • 80% of users delete an email if it doesn’t look good on mobile

Best practices:

  • Design a simple layout
  • Keep the width to a minimum of 320px to 600px
  • Keep the text to a minimum of 13pt and line spacing at 1,5
  • Make buttons bigger to be easily tapped
  • Make images for hd (retina) display
  • Use a pre-header and limit subject lines to 30 characters
  • Put the navigation in the footer
  • Test your responsive email design

From analysis conducted by Contactlab and Exane BNP Paribas however there are few brands form the Fashion&Luxury industry that send a responsive email to their users, among these: Céline, Balenciaga, Bulgari, Burberry, Cartier, Dior, Fendi, Prada and Ralph Lauren.

This post will give you instructions… what are you waiting?
In the next post I will discuss about a brands mentioned above…

*from Contactlab platform (currently 80m of email sent per day)

7 April 2016
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Author Editorial staff

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