Gone are the days when we cared what emails looked like on the biggest browsers or email clients like Outlook.com (Hotmail), Gmail, Yahoo! and MS Outlook.
As businesses wish to keep customers engaged, we have to think about how our emails will render in different smartphones and other mobile or handheld devices. We need to think “responsively”, since every email client has a different method of displaying (rendering) emails. The benefits are also well articulated in Litmus’ recent blog post using Salmat Digital’s product offering, Lasoo. With the recent surge in the mobile device market, we designers have started to go responsive with emails.
What is responsive email?
Responsive email is basically an email which you receive that adapts and renders differently on different devices.A perfect example is an email displaying products in a 3 per column row. When that email goes to a smart phone it either gets shrunk to fit the screen, or only the first product in the column is displayed.
iPhone basically shrinks your email to fit the device, whereas Android devices display a portion of the email due to the device’s viewport size.