Contents
- What is adaptive email layout?
- Why is adaptive layout necessary?
- How to create an email with adaptive layout?
- Ways to create adaptive emails
What is adaptive email layout?
Adaptive email layout is the process of creating email newsletters that display equally well on various devices. This means that regardless of whether a user opens the message on a tablet, desktop computer, or smartphone, the content will be easy to perceive. Headings will be fully visible, buttons will be large enough to click, and text will be easily readable without the need for zooming in. This is especially important in today's world, where mobile devices are becoming the primary tools for accessing email.
Examples of adaptive and non-adaptive layouts
On a mobile device, adaptive layout provides larger buttons and clear text. In contrast, emails with non-adaptive layouts may appear unreadable—the width of the email remains the same as on desktop, making the font too small and the buttons narrow and difficult to click. This may lead users to simply close such a message without learning about offers and discounts.
Why is adaptive layout necessary?
According to the Litmus research "2021 State of Email," conducted from January 1 to August 31, 2021, 44.7% of all email opens occur on mobile devices. This indicates that almost half of users read their newsletters specifically on smartphones. Therefore, it's crucial for emails to display correctly on mobile devices.
Consequences of non-adaptive layout
The consequences of using non-adaptive emails cannot be overstated. If a subscriber is interested in an offer and decides to click a button for more information, but cannot do so due to an inconvenient interface, they are likely to simply close the message. As a result, the business loses the opportunity to inform users about discounts and promotions.
How to create an email with adaptive layout?
Creating a newsletter with adaptive design can be done in two main ways: using email builders in mailing services or coding an HTML template.
Using an email builder
Most email builders automatically adapt newsletters for any screen size. Starting the layout for desktop, you can be assured that the service will take care of the mobile version. Additionally, many builders offer a mobile layout mode, allowing you to hide elements, change their placement, and add new components. For example, you can use large images on desktop and more compact ones on the mobile version, thus creating a more harmonious interface.
Ways to create adaptive emails
Besides using a builder, it's possible to create an adaptive email using HTML code. This provides more customization options, but requires programming knowledge. HTML layout allows for creating more complex structures, including unique elements for different devices. However, such emails are harder to edit without coding skills.
In conclusion, adaptive email layout is not just a convenience but a necessity in modern email marketing. Creating adaptive emails can significantly improve engagement with subscribers and increase the effectiveness of newsletters.