Responsive web design seems to be the future of the web industry, considering the number of people accessing internet through their phones and recent statistics suggest that this number is set to grow. Though a high number of websites are being converted into responsive design enabled platforms, Emails still remain in the shadow of old technology. Considerable amount of people have started accessing their email through their phones and have been facing the problem of broken layouts and narrowed fonts in the newsletters. This is where a strong need of Responsive HTML Email Designing comes in as this is definitely the future of our internet.
Responsive HTML email designing has always been a tricky part for the developers to deal with as they have always met with problems and mind-boggling HTML codes whenever they took a step towards making their Email responsive. It might be a difficult process, but looking at the strides being taken by mobile technology and the advent of 4G, sooner or later Emails will have to be incorporated under the banner of responsive web design, and ultimately become a necessity. This is where this article comes in and here we will talk about Responsive HTML Email designing and how exactly should one go about it.
The Real Reason for Responsive Emails
Think from the point of view of a person who owns a shoe business and his website is excellent, responsive and the newsletters which are sent are just awesome. Now these newsletters when opened through the regular emails on the mobile show up to be completely distorted and all the awesomeness has gone to waste due to the unresponsive nature of the Emails. We know how important user experience is when it comes to the internet and if this isn’t ensured, heavy losses can be incurred. To overcome this problem and ensure a good user experience, responsive HTML Email designing is important.
Responsive Design Basics
When it comes to Responsive Web Design for anything, a few things in terms of design need to remain the same, as they ensure optimal user experience. These include a single column layout for a better clearer understanding and uncluttered formats so that the viewers aren’t confused. Also, the content present on responsive Email sites should be concise and to-the-point as nobody wants to waste time on useless stuff. The tappable target area should be of a standard size and the font sizes should be optimal to reduce the difficulty. Also, images should be used carefully and the layout should be in accordance with vertical hierarchy. This means that the more important things should be placed above the others as you want people to use the important aspects and give the choice to ignore the less important ones. Now that we are familiar with general guidelines, let us jump to Email designing.
Responsive Email Designing
If you are someone who do not want to start from scratch, your first step itself has been made easier with the presence of some excellent HTML Email boilerplates which will make coding much easier. They make sure that your email designing is true-to-form and you can easily use the tips provided in the formatting. The first step is to set the DOCTYPE and the default used by Gmail and HTML is XHTML 1.0 Strict doctype. The next step is to work with images and boilerplates help you in making simple default changes like resetting the borders in 0 which then take it from there and make your work much easier. It also makes it easier for you to work with tables by giving useful tips related to it and other reasons which will help are the client specific fixes, which too are taken care of with the help of boilerplates.
Working with Images
Once the coding and formatting is done, the next thing which you need to focus on is CTAs or Call to Action, or buttons, which hold high importance in marketing email. Buttons have always been an important part of Responsive Design for smaller devices as the navigation area is low and there are a few guidelines which have to be kept in mind when s responsive HTML email is being designed. The buttons on the page need to be clear and large enough to be conveniently used, attractive and of the ‘tappable’ area of 44X44 points as per the standards. Basically, the buttons should be finger friendly and the user shouldn’t face trouble in pressing them.
Media queries have brought some relief to the developers but creating responsive emails for never-ending amount of devices is quite a task. However, with the advent of new technology things are changing and the industry is hoping to come up with better and easier ways. This is why Responsive HTML Emails are being considered more often now and the time isn’t very far when they too will be future-proof.
Author Bio – Mark Wilston works with PixelCrayons.com, an India-based outsourcing and consulting firm. PixelCrayons offers extended teams to its clients, helping them to reduce Time To Market (TTM) and enhance Return On Investment (ROI). With services such as Responsive website design and eCommerce development, PixelCrayons helps clients define and leverage their offshore strategy, offering them “value for money”. One can hire HTML5 developers here for effective HTML5 development.