When talking email design, I’d be remiss if I didn’t begin with the importance of mobile.
Mobile is an integral piece of our day-to-day lives, so it’s unsurprising that’s where most people are spending time in their inboxes. In fact, according to our friends at Litmus, 54% of the industry is now opening on mobile first.
At this point, it’s passé to even consider designing email without mobile in mind. But there’s a reason we come back to mobile time and time again: Far too many people are still sending non-mobile-optimized designs!
This is a big deal, and as responsible email marketers, we need to do something about it. If you’re ready to finally hop on board the mobile design train, here are a few first steps to help get your strategy on the right track.
Don’t go crazy with columns
Despite years of popularity – especially among publishers and higher-ed marketers – it’s time to abandon the traditional newsletter template. I’m talking emails that look like this: