If you’re , you received our monthly newsletter yesterday, giving you all the details of our recent blogs, company updates, and so much more. If you opened the email on your mobile device, you may have noticed something.
In fact, you may have noticed one of two things, depending on which half of our list we put you on. Ah ha! You caught us – we’ve been doing some . Half of our list received a completely responsive email, and the other half received a static email. Both would look identical on a desktop or even an iPad. On a mobile device, however, the responsive design would be much easier to read, adapting itself to the smaller screen, whereas the static version would look the same as it did on your desktop.
Why did we do this? Well, we talk a lot about responsive design and its benefits, but we figured it might be more convincing if we show you the stats directly from our own emails. Take a look:
A “read” is defined by as a viewer who stays on the email for 10 or more seconds… that being said, the responsive, represented by the blue bars above, had much higher percentages of readers that the static, yellow bar. To be exact, for all mobile devices, responsive had 22% more subscribers read the email, and on iPhone specifically, it had 21% more subscribers read the email.
Hey, that makes sense! With the responsive design, it’s much easier to read the text and scroll through, whereas with the static, it’s likely that subscribers glanced at the email and decided it was too difficult to read.
So, is it worth it? Absolutely. Not only is it much more visually pleasing for the small screen, it’s also very likely to heighten your engagement – the only way to find out is to test!
I’ll leave with this comment – it depends greatly on the specific audience of a company as to how well responsive design performs. If you have a small percentage of your audience using mobile devices, (as a B2B, Delivra does…) responsive design may not seem like the biggest priority. But in a world where over half of emails are opened on mobile phones, inevitably you will need to invest in a responsive design.