Email coding is particularly unique in that all code must be inline and can't call any external files, except images. But it's very important to understand the three different types of email code design: mobile first, flexible layout, and responsive design. First Step: Pick the Best Mobile Code FormatĬoding can be scary. The construction company may even choose not to focus on making email mobile-friendly, while both the tech company and fast fashion brand can't afford to ignore mobile-friendly email.Ī brand should focus on the top three to five email clients most popular with customers, especially if trying to prove mobile-friendly email marketing will help the company's revenue and goals. That may differ from a B2C fast fashion brand that targets customers with lower incomes who may use cheaper Android or even Windows phones. But a traditional B2B construction company may see its customers use the corporate favorite, Outlook.

For example, a technology company with a tech savvy audience will want to focus on recent Android and iPhone devices. As an alternative, a brand can take a look at customer demographics or personas. Unfortunately, not every email service provider or web analytics (if sending traffic back to a site) will provide accurate metrics about email clients and devices. While industry trends are helpful, the best practice is for each brand to dive into their own analytics to glean what email clients and devices customers use to read email. For example, on an iPhone 6, there are several different email client apps and browsers, which can be used to open email. While creating mobile-friendly emails, it's important to remember that device does not equal email client. Ninety seven percent of emails are only opened once, so that means one chance to impress. It's more important than ever for brands to figure out how to make their emails as mobile-friendly as possible.Ĭorrectly rendering email across a variety of devices and email clients-Gmail looks different than Outlook, different than Hotmail, etc.-can be a difficult process. While all types of devices are used to access the web, 47 to 60 percent of email is read on a mobile device. For years now, mobile has been the up-and-comer for on-the-go reading and searching.

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