Responsive vs Optimized? The Best Approach For Email Marketing

With mobile content delivery continuing to be a huge talking point for web it comes as no surprise that mobile email is equally important for marketers in professional services. When speaking with firms about how they should be adapting their emails to be ‘responsive’ I am a huge believer in going back to the objective.

Responsive Limitations

First of all, let’s look at the limitations of responsive email. These include @media tags which are still not rendered by a number of mobile email clients, Android, Windows and Blackberry to name a few. Whilst this is an issue with mobile templates for email delivery it is something that will continue to improve over the coming months with software updates. As well as the limitations in responsive rendering you also have to accommodate for the cost of designing and developing for the different screen sizes which in turn will cost extra to implement.

Optimized Alternative

Alternatively there is the broader and more cost efficient option of mobile optimized templates. This is different to responsive in that the email will not render differently depending on the device it is opened on. Instead, the template is designed and built with both desktop and mobile in mind to ensure a more user friendly experience for both views. The benefits to this approach is that you can send your emails out rest assured that they will be read with ease on any device or email client. That said it does come with limitations of the end design and what can be included without making it too cluttered with call to actions, number of articles etc.


Mobile Email Marketing Strategies

Audience Analysis

I believe that in order to choose and adopt the correct method for your delivery, a great starting point is your data and who is actually viewing content on mobile devices. If you notice that the majority of your recipients are iPhone users then it would make sense to look at creating more responsive designs. If however you notice a range then you should consider starting with a mobile optimized design and see how the statistics change with this updated design and ability to view on mobiles.

Digital Experience Consistency

With websites being the priority for professional services firms there is much more emphasis on mobile sites which allows for firms to host the majority of that content in one place. As a consequence to this it will mean that email will become even more important to traffic through to this new site. How you go about your email delivery will play a huge part in ensuring the content is being read on the move by your firm’s clients and prospects.


In order to get started on creating more mobile ready emails, please use the points in this article to define the best route for your firm.