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Gecko Designs
523 N Higgins Ave
Missoula, MT 59802

Phone:
(406) 662-1123

Responsive Email Blast Design & Coding

Why should HTML email campaigns be mobile-friendly?

To most folks in the online marketing industry, it will come as no surprise that mobile devices are one of the most popular viewing platforms for email. This means that websites and email campaigns must plan their designs in a responsive manner. Responsive designs automatically reformat content to display optimally on the viewing screen.

When an email is responsively designed, it will automatically detect the size of the mobile screen and adjust how its content is displayed. Anyone who uses a handheld mobile device to view non-responsive online content will notice that most content will be so small that it is unreadable and requires excessive scrolling or zooming to be legible. The solution is to rearrange that content responsively by adjusting its size, placement, and functionality.

For mobile devices elements like collapsible menus become more functional than flashy. Having content that is scaled to the screen size enriches the viewing experience. Making your content more viewer friendly improves the communication of your marketing message which enhances your response rate and the success of your customer interactions. Customers notice how businesses chose to interact with them and base their purchase decisions many times on that basis alone.

How does responsive email design work?

The initial creative design process includes the mockup of two versions of your campaign: a desktop version and a mobile version. These two versions will display the same content differently to make the best use of the space provided on each screen size.

Once our client approves the two versions of the email design, our in-house responsive email developers will begin coding and testing the email campaign. We extensively test the email in all the major email clients that message recipients are likely to use. We work hard to ensure that emails look consistent in Microsoft Outlook, Mac Mail, Entourage, Apple iOS, Google Android, AOL, Gmail, Yahoo! Mail, and Hotmail/Live. Testing and coding for these email clients will ensure that nearly every view of your email blast will look exactly the way it is intended to.

Responsive email blasts are a huge boost to any marketing activities that businesses might pursue, specially if they put the contact segmentation into practice. Customers take notice of your extra effort to improve their online interactions. Because of the new accessibility afforded by mobile technology, your marketing messages will be viewed almost instantly. This means that your customer can be gained or lost at any moment of their day, not just when they sit down to sift through their inbox.

What factors into responsive email blast design?

The goal with any email campaigns is to get high open and click-through rates. The email campaign should drive traffic to some sort of call to action. It takes more planning than you might imagine to get good response rates from email blasts. Planning around the devices that the email will be viewed on is vital, but what about the content itself?

The way to approach successful email design is to visualize the interaction your email will have with each individual. Your communication begins when the email lands in the consumer’s inbox. Initially, all that is visible to readers are the sender’s name, the email subject and potentially a snippet of the content. This is as far as many emails make it before they are deleted and/or marked as junk. People have many messages to filter through so if your marketing message is not crystal clear, relevant and interesting, it gets tossed in a hurry.

When your message is viewed, only the top of the message is visible without requiring the user scroll down to see more. This is why we focus on getting the email’s branding and call to action high in the creative giving the reader an opportunity to receive your primary marketing communications without having to look for it.

Once you have addressed the first impressions that your email marketing message will receive, it is time to focus on the main body of the email. Again, it is important to consider how the reader will view the message initially. Images are very useful in marketing, but can be dangerous with email if overused. SPAM filters analyze emails for their text-to-image ratio among other things, so keeping that ratio balanced in favor of textual content will improve open rates. Most importantly, email clients today don’t automatically load images when they are opened and as many as 30% of email readers don’t even realize there are images that they can choose to view. Once again, we have an obstacle between our full email message and the user. Recipients have to work to view it in its entirety. This is why we minimize the use of images, and focus more on text and styling to organize and beautify the email message.

Other factors that contribute to an email’s response rate are simple but important: spell checking, relevant links, and consistent styling. These factors are elements that our staff keep an eye out for to ensure that our final product has the greatest value possible to our customers and their readers.

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Questions? Give us a ring, shoot us an email or send a homing pigeon our way. Let’s get the ball rolling! We can’t wait to hear from you!


Gecko Designs, LLC
523 N Higgins Ave
Missoula, MT 59802


Phone:
(406) 662-1123

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523 N Higgins Ave, Missoula
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Libby Addington 4 months ago
Gecko brings an immense amount of talent and expertise to any project, adding value and saving us time at every step of the process. We've been blown away by their balance of creative capability (across strategy, ideation, design and execution) with impeccable execution, on time and on budget every time. Can't recommend them highly enough.
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Mark Thome a month ago
Gecko Designs had us at the lead phrase on their home page: "If you're tired of flakey freelancers and want to work with a team of professional, reliable experts, you've come to the right place!" We were at that point developing our site that we needed to step up to a professional team with a demonstrated portfolio of blue-chip sites, and the expertise to help bring our crazy ideas to fruition. We're looking forward to The Missoula Underground being a vital part of the Northwestern Montana scene, and the first step was picking up the phone and having a conversation with Gabe. Don't hesitate to hire their team, they are ACES at web design and development. Thanks, Gecko!
5
Clark Fork River Market 4 months ago
Gecko's team is so amazing. Talented graphic design, smart strategies that work, and amazing customer service. They are best in class.
5
Troutzoola Montanaflyfishing 4 months ago
Awesome people who work hard and efficiently to get web results quickly taken care of so we all can succeed
5
Nicole Ichtertz 9 months ago
Everyone I worked with at Gecko Designs answered all my emails and questions promptly, and helped me rebuild and re-design my website with enthusiasm and efficiency. I highly recommend them, they are an awesome team to work with!