{"id":14277,"date":"2017-06-12T14:34:59","date_gmt":"2017-06-12T18:34:59","guid":{"rendered":"https:\/\/www.mgb2b.com\/blog\/?p=14277"},"modified":"2017-06-16T16:19:17","modified_gmt":"2017-06-16T20:19:17","slug":"monday-myth-responsive-emails-for-b2b","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/monday-myth-responsive-emails-for-b2b\/","title":{"rendered":"B2B Monday Myth: Emails Should Always Be Responsive"},"content":{"rendered":"

\"responsive<\/a><\/h3>\n

The Myth: Emails Should Always Be Responsive<\/h3>\n

Truth: Not All Email Programs Are Ready for Responsive Design<\/h3>\n

More and more people are using mobile devices to access Internet content. When you look at the time adults in America spend online, you won’t be surprised to find that mobile usage is\u00a0higher than desktop<\/a>. So, it\u2019s no longer a question of whether mobile marketing is important. It’s now all about\u00a0mobile users’ habits and which\u00a0content format (as well as the content itself) is most effective.<\/p>\n

So what about responsive emails for B2B brands? Of course, a\u00a0mobile-friendly website<\/em> is essential, and in this case, responsive design is your best bet.<\/a>\u00a0(It has been for a few years now.) Responsive web design refers to a site’s ability to adapt its layout to different screen sizes and devices. You don’t want your prospects to be pinching and zooming on their phones to try to find what’s on your site. You might think that your marketing emails should be responsive too. It would\u00a0allow users to engage more easily with your content, right?<\/p>\n

Not necessarily.<\/p>\n

Responsive emails are certainly ideal for some\u00a0email programs. There is an issue, however: responsive design is not supported by all email clients<\/a>. For example, some Android and Windows phone users will find their device doesn\u2019t fully support media queries. This means responsive emails don’t show up on their phones, at least not formatted the way they should be. This can be incredibly harmful to your email campaign\u00a0\u2013 an entire community of users is now unable to see your content as intended.<\/p>\n

And when your prospects can’t read your\u00a0emails, they are more likely to delete them<\/a>.<\/p>\n

The takeaway for you? Be careful about\u00a0how you create\u00a0your emails. You can craft and target your message perfectly, but the way it looks when it reaches your audience on their mobile device plays a huge role\u00a0in whether they actually read it. A custom design created in a one-column format is usually the most effective route. Your prospects don’t all open email in the same programs, so\u00a0make sure your designers are using the lowest common denominator to ensure that 100% of your audience is seeing your email correctly.<\/p>\n

One day \u2013 and we anxiously await this day \u2013 all email programs will be able to handle responsive design. But until then, it’s best to play it safe.<\/p>\n

Questions about email design or marketing strategy? Drop us a line<\/a>.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

The Myth: Emails Should Always Be Responsive Truth: Not All Email Programs Are Ready for Responsive Design More and more people are using mobile devices to access Internet content. When you look at the time adults in America spend online, you won’t be surprised to find that mobile usage is\u00a0higher than desktop. So, it\u2019s no […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[507,336,8,493],"tags":[696,327,695,694,697],"class_list":["post-14277","post","type-post","status-publish","format-standard","hentry","category-b2b-monday-myth","category-customer-engagement","category-design","category-email-marketing","tag-desktop-vs-mobile","tag-email-marketing","tag-email-programs","tag-responsive-emails-for-b2b-brands","tag-should-i-do-responsive-design"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14277","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=14277"}],"version-history":[{"count":11,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14277\/revisions"}],"predecessor-version":[{"id":15398,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14277\/revisions\/15398"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=14277"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=14277"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=14277"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}