If you're sending out marketing emails to prospective customers to try and win their business, there's absolutely no excuses for your mail shots not being responsive. Hopefully you're all aware what responsive is, however for those of you who aren't, a responsive website (or in this instance, an email template) is "an approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from mobile phones to desktop computer monitors)." [Source: Wikipedia]
With the number of us who primarily open our emails and browse the web on mobile and tablet devices looking set to overtake those of us who do so more frequently on desktop devices at some point this year, if your email template and landing pages aren't properly optimised for mobile and tablet visitors, there's a very good chance you'll be missing out on those valuable enquiries and sales. Regardless of what you sell or what services you offer, there's no longer any excuse for not making the most of responsive web design.
Put yourself in the shoes of a recipient of one of your e-shots, opening it on let's say a mobile phone. If you haven't sent out a responsive email as well as ensuring your landing page looks great on a mobile device, what do you think they'll do? There's a very good chance they won't read too much of the email and an even greater chance that they won't even get onto your website. It's serious business and certainly costs many businesses valuable sales and enquiries.
If you've still to go responsive, what are you waiting for? Whether you decide to have your own custom responsive template designed and developed or whether you decide to purchase a stock template from the likes of Themeforest, what is important is that you understand the importance of responsiveness and implement it sooner rather than later.
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