Gmail does it again and gives the solution to one of the most crucial issues email marketers have to face daily, email campaigns’ responsiveness to all mobile devices. The email provider finally supports campaigns that are created with responsive design.
If you are into marketing, you know how important it is for every single landing page, advertisement, web page or newsletter to be compatible with mobile devices. This is something marketers have been waiting for just so long. Let’s not fool ourselves; mobile is the leading device for web browsing. Most probably you are reading this blog post from a mobile device right now. In case you want some facts you can always read more on this issue on Litmus. Its studies show that almost 60% of emails were opened on mobile last April. This is the highest point of share, yet mobiles devices have reached in the email market.
WHAT IS DIFFERENT NOW?
Until recently all email marketers had to optimize their newsletters over and over again. They were changing the size of the images, CTA’s and fonts constantly until they would find the right format. While at the same time no matter what they would do the content most of the times would appear distorted.
Whether it is successful or not optimization as a process is for sure time-consuming. If you are a marketer, you would describe it as an ongoing unresolved issue. Well, this is about to change after Gmail’s announcement. Any newsletter ending up in Gmail’s inbox will dynamically adapt to fit the size of any screen. Innovative right? Well, we may as well add the word exciting here as well.
HOW MARKETERS CAN BENEFIT?
So what’s the reason to be excited about you would ask! Oh well, perhaps the fact that Gmail has more than one billion users under its hood may give you a hint. Add to this the fact that 75% of them access their account via mobile devices, and you have two major reasons to get excited.
Just consider the increase in your campaigns’ effectiveness due to the users’ better experience. Now they will be able to see every newsletter of yours in the same way as they would see it from their laptop or desktop. Additionally, no CTA’s will appear altered anymore. This will have as a result your users to land much easier to your web page or landing page, aka better website traffic results.
Τhe most important factor to consider, though, is that both email marketers and designers from now on will not have to hack their way to mobile-optimized emails using CSS inlining, templates, or manually adjusting sizes and proportions. CSS media queries are now a much less complicated process for responsive design.
With Gmail making such a drastic change to improve its users’ experience and with projections that mobile will reach an even higher email market share the following years it would not be unexpected to see other email providers to follow its steps.
For now, you can just enjoy the fact that you can create mobile optimized campaigns with much more confidence than yesterday.