Responsive design vs mobile optimized email? Best practice design guidelines for email marketing in a mobile world.

1. Responsive vs Optimized Email
© CONCEP 2014
Best practice design guidelines for email marketing
in a mobile world

2. This document illustrates the difference between
optimized and responsive design for creating email
marketing templates, helping you make the right
choice with both desktop and mobile view in mind.

3. 3
1. Optimized design
Single layout across all devices
Desktop iPad Mobile
Features & functionalities
• Simple design improvements
• No coding required
• Design only tactics
• Improve desktop and mobile experience
• Single mobile friendly visual framework that works on all environments
• Focus on 1 column layout
• Place important content on the left
• Use big images, buttons and headings
Optimized design layouts

4. © CONCEP 2014
4
Responsive design layouts
2. Responsive design
Multiple layouts across all devices
Desktop iPad Mobile
Features & functionalities
• Uses a set of coding techniques to make a layout readable and usable on all screens
• CSS media queries detect the screen size and overwrite styles to adjust text size,
frame width and image size for smaller screens
• There are four main techniques in responsive design (see page 5 for details):
1. Shrink / wrap
2. Column drop
3. Off canvas
4. Layout shifter

5. © CONCEP 2014 5
Responsive design layout options
1. Shrink / wrap
4. Layout shifter
2. Column drop
3. Off canvas
Swipe right Swipe left &
right

6. © CONCEP 2014 6
Responsive design
Desktop view example
Mobile view
example
What can be done with
Responsive Design?
• Change hierarchy
• Change navigation
• Enlarge fonts
• Change layout
• Add contrast (color)
• Scale, crop & optimize
images
• Add padding
• Change / hide content

7. © CONCEP 2014 7
No ‘mobile friendly view’ needed
as the site is responsive
Top horizontal navigation
including social network icons
Right hand column with quick
links, ‘In this issue’ and
‘download’ areas
3 column articles
Footer includes company logo,
contact info and social network
icons
Full disclaimer and
unsubscribe link
Responsive design / Desktop view
Newsletter editable title
Introduction and sign off
(text 12pt/14.pt)
Full width article with images
NOTE
• Multi-column layout
• Includes all articles
• Full top navigation
• Right hand navigation
• Images included in all
articles
• Contact details and social
network included in footer
• Full disclaimer

8. © CONCEP 2014
Condensed top navigation
(1 of many options).
Full width intro
(Min. font size 18 – 22px)
Links should always be underlined
Stacked articles,
1 column width
Contrasting colors between articles
Full width ‘read more’ buttons with
extra padding around them
(tappable area to be min 46px high)
Images are optimized (scaled,
cropped or changed) for mobile view
Simplify footer but include
‘Unsubscribe’, website and social
icons
Responsive design / Mobile view
No image needed in banner:
Reduce scrolling time and image
loading time. Flat solid brand color
with logo
Increase padding around articles –
White space is good!
NOTE
• Focus on critical content
• Single column, stacked
articles
• Color contrast between articles
• Some articles are removed if
necessary to reduce scrolling
• Top navigation condensed
• No right hand navigation
• Reduce number of images and
optimize them for mobile
• Simplify ATF and disclaimer
• Width is 320px (640px retina)

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