Responsive Emails – A Must for Customer Communications Programs

If you’re like me, I’m on a mobile device while in line at the grocery store, waiting in the doctor’s office, sitting in traffic and even when I’m on a beach enjoying a vacation. It’s no surprise when you see the statistics of mobile device sales, such as these:

  • More than 1 billion people worldwide will use a tablet in 2015.
  • Smartphone sales alone have been right at 1 billion units per year for the past two years and they are expected to hit 2 billion devices sold in 2016.

Mobile devices not only help us stay connected, but they help us manage our lives. With a touch of a screen, we can do it all, from online banking to viewing statements from insurance providers.

Did you know, using mobile devices for communications like bills and statements is on the rise? InfoTrends’2014 Customer Communications Survey, reported that almost 73% of respondents said they use a smartphone or a tablet to access bills and statements on the web. But, for companies, it’s not enough to just simply provide this information. Mobile device users expect to be able to access their information fast and easy! In a recent study by BlueHornet, respondents were asked what they would do if a mobile email didn’t render correctly on their device—71% said they would delete the email. So, as a business, how do you make sure customers are getting the information they need in a manner that isn’t causing them to move the message directly into the trash? The answer to this is responsive email templates. Let’s take a look at what this means.

  • Responsive means the email message will respond to whatever mobile device (smartphone or tablet) it is viewed on.
  • Responsive email template means there is special HTML programming code embedded to make the email message show a different view of the message than when it is viewed on a desktop or laptop computer.

Without responsive code, your customers would have to scroll up and down, left and right to read your email message because normal HTML code is typically written for a 15” to 24” inch display monitor. But responsive does other things for you too! For example, if you have two columns of text, images or a combination of the two, there is responsive code that can slide one box below the other for a vertical rendering of the message that would normally display horizontally on a desktop computer. Displaying the message in a vertical view allows the text and/or image to display in its full size instead of resizing two columns to fit the size of the small screen on a mobile device. It also permits your email designer to use larger font sizes, again, for optimal message display.

If it’s been awhile since you’ve assessed how your communications are being delivered to your customers, perhaps it’s time for a review. The data from studies too numerous to mention proves we are in the mobile age and it’s here to stay. Customers’ demands on how they receive communications from businesses like yours will only increase, so now’s the time to be asking, “How quickly can we roll out responsive emails,” or “How can we improve our current responsive emails?” Learn more about how Venture can help you take your eCommunications to the next level.

Be sure to follow our blog to receive the latest news, trends and best practices in eCommunications and other important industry topics.

About the author

Director of eCommunications Solutions

Bonnie has nearly 20 years of experience in information technology, with a focus in the areas of email delivery systems and front-to-back-end support of eSolutions. As director of eCommunication solutions, Bonnie is responsible for the management of Venture’s mobile messaging systems including email and SMS. She is passionate about educating businesses on software capabilities and helping them achieve their mobile communication goals. Prior to joining Venture in 2014, Bonnie ran her own consulting company in which she helped companies use email to establish or improve customer communications.