According to research company Knotice, in the second half of 2012, Web users read 41% of emails using mobile gadgets. The share of smartphones accounted for 29% of read letters, and the share of tablets was 12%. According to Moveable Inc, in the second quarter of 2013, US residents read 62% of emails using smartphones and tablets.

Exact Target experts found that in October this year, only 12% of B2C-brands used adaptive layout of email-content. Another 10% of companies created a mobile version of the newsletter. The remaining 78% (!) Of companies send the same content to all users. Thus, the audience is increasingly reading emails using smartphones and tablets. However, brands do not respond to this trend, which creates potential inconvenience to potential customers. In this article you will learn how to adapt email-content for reading from tablets and smartphones and why you need to do this.

Mobile Gadgets & mdash; basic email reader
Mobile Gadgets - Essential Email Reader
To prepare email content for reading from the screens of mobile gadgets, you can use an adaptive layout or mobile design. You can also temporarily apply quasi-mobile design.

Responsive Design - The Ultimate Solution
The term “adaptive layout” is used to denote a number of methods that provide optimization of website content or email to the user's screen resolution. To create an adaptive version of the content, the marketer must use the services of a designer and a web programmer. The use of responsive layout ensures the readability of your emails from the screens of any gadgets.

Adaptive layout implies the creation of several page layouts or an email, each of which fits a specific range of screen resolutions. The page grid is stretched at control points or breakpoints, ensuring that the design of the screen of a particular gadget. The layout change occurs after processing the media request.

This is how our newsletter looks on the desktop and mobile gadget screens:

The content of the email is adapted to the desktop (left) and mobile (right) gadgets screens.
The content of the email is adapted to the desktop (left) and mobile (right) gadgets screens.
Most marketers are aware of the advantages of adaptive layout and the need to use this approach. As mentioned above, not all companies have implemented this method of content optimization. However, they will be forced to switch to adaptive layout in the coming months. This is due to at least two reasons:

First, users already read most e-mails using mobile gadgets. Retailers are activating mailing lists for the holiday sales season, which has already arrived in the United States and is approaching in Russia. However, online merchants are not prepared for sales, as their email content is inconvenient to read on small screens. After all, according to e-Dialog, 63% of users immediately delete emails if they cannot be read on the screen of a tablet or smartphone. Assessing the scale of lost profits, retailers will return to the issue of adaptive layout in January-February 2014.
Secondly, providers of email-services are increasingly offering clients templates of letters with an adaptive layout. This allows brands to easily take advantage of this technology.
Thus, in 2014, the use of responsive layout will become mainstream.

By the way, some brands do not just use responsive layout, but offer different content to users of mobile and desktop gadgets. For example, where a PC user sees a phone number, the owner of a smartphone or tablet sees a button that says “touch to make a call”.

Mobile version is another way to adapt email content.
If you are ready to create different versions of email-content for owners of stationary PCs and mobile gadgets, use the design for small screens. Its distinctive features include:

Layout in one column.
Use large photos, buttons and fonts.
The environment of references is empty space or non-clickable elements, which excludes incorrect transitions.
Creating a mobile version of email content provides the ability to read your message using a tablet or smartphone. At the same time, marketers need to take care that the owners of these gadgets receive the mobile version of the mailing, and the owners of the desktops receive the standard letters.

Currently, large retailers prefer the mobile version of the newsletter to adaptive design. In the illustration you can see an example of using this approach:

A well-known brand used a mobile version of email content (on the right) to increase the effectiveness of mailing
A well-known brand used a mobile version of email content (on the right) to increase the effectiveness of mailing
As seen in the illustration, there is no mNavigation menu, social network icons and one block of content. All these elements are not important for mobile users, so the brand chose to remove them, making it easier to read the newsletter from small screens. Quasi-mobile design: how to keep focus on desktop owners and not to miss mobile users Content-oriented, to owners of stationary PCs. Its main features include the use of a large amount of text and photos, layout in two columns or more, small navigation elements and links adapted for clicking with the mouse cursor. However, some companies have discovered a quasi-mobile design. The quasi-mobile design is a combination of mobile and standard versions of the page. Its features include the use of large photos and conversion buttons. However, the title, navigation block, footer and some other elements remain as they are intended by users of gadgets with large screens. In other words, marketers refuse to completely redesign an email message, but adapt some of its elements to the needs of users. According to ExactTarget, about a third of B2C companies already use a quasi-mobile design. However, in the near future they will have to introduce an adaptive layout or a mobile version of the newsletter. Owners of gadgets with small screens are hardly ready to put up with half measures, so this approach can only be used as a time step. . Use adaptive layout for this if you want to send the same message to all subscribers. If you are ready to create different mailings for owners of stationary and mobile devices, pay attention to the mobile design. Well, during a transitional period, a quasi-mobile design is the best possible.