How to write cross-platform responsive emails to your clients?

So many different types of devices above right?

You might also be owning one or some of them. So have you ever wondered which are the devices that really help you establish good relation with your clients through emails?

Well, we aren’t only going to talk about the devices to use but specifically the screen size of these devices which would help you build up designs and codes for better and responsive emails to your clients. You must be well-aware that how the digital world has shifted its workload on mobile phones? A vision that has moved into a real fact within no time.

The trend began way back in 2010 when web designer Ethan Marcotte coined the term “responsive web design” to explain a replacement way of designing for the ever-changing Web. His popular book on responsive design has been widely praised because it demonstrates how designers and organizations can leverage the Web’s flexibility to style across mobile, tablet, and desktop—and whatever might come next.

As more web traffic continues to move onto mobile, designing sites and experiences for different sized screens becomes more essential to web developers to increase the percentage of readers.

Optimizing your email for mobile: A Necessity

If you send email newsletters to your subscribed readers, the probability of them opening that newsletter would be more on mobile devices than on personal computers. In a recent survey released by, mobile has become the most popular, with about 42% of all emails being read on mobiles, holding the next lead is webmail at 40%, and desktop with a respectable 18%. Apple’s iPhone accounts for 28%, plus an additional 9% if you include iPads.

It now becomes a “necessity” for email developers and designers to understand that optimal display for mobile devices is as important as the viewability on most common platforms like Outlook and Gmail. As a matter of fact, while designing your emails, you should set up a mobile design because if it looks good in a mobile view then it will look great on a desktop. Failing to think mobile-first could lower the response rates.

response rates
Is it possible to design for all mobile devices?date_interval_format

Well, it might need an extra dollop of effort as it is not technically feasible to design for all mobile devices. As you may know that not all clients have the same operating system for their device. In fact, how an HTML email displays can vary enormously from inbox to inbox.

Thankfully, the iPhone and other Apple iOS devices can’t only boast of near trouble-free email rendering, but also account for an outsized percentage of mobile email opens, too. However, with the newest release of iOS 13, Apple’s dark mode will pose new design and coding challenges to beat so always remember to check your emails.

Now, we’ve got the numbers and the possible design output for various screen but how do we implement upgrade the degree of responsive emails?

  • In-line CSS? Check.
  • Fancy big call-to-action button HTML code instead of the hyperlinks? Check.
  • Effortless fancy reader-engaging contents? A double check on that.
“How designers and organizations can leverage the Web’s flexibility to style across mobile, tablet, and desktop—and whatever might come next”.

Scalable vs fluid vs responsive design

  • Scalable Design

Scalable design as the term defines to a design that suitable well across both desktop and mobile without the help of codes to adjust image sizes or display or hide content between the two platforms. It’s simply a layout that has a single column which is easily scalable for all screen sizes; enables you to view large-attractive, call-to-action; and magnified attention-seeking texts.

In case of Android, keep a note while designing scalable emails (or any email) about “Grid of Grim.” As some android email apps, users need to scroll vertically and horizontally to avoid it, you may use the space to add logo or important note and CTAs visible without the hassle to scroll horizontally.

These are some useful tools for mobile-optimized, scalable emails:

Fluid emails are closely related to scalable ones, it doesn’t have an independent the layout or content of an email, but they have an addition of having content “flow” into the empty space on the screen. Fluid emails uses percentage-based sizing to make the width of tables and images onto the screen size of the device on which they are viewed.

The tables and images will flow hideously on most mobile devices, while it still appears readable on larger screens, just like some of these great emails:

  • Responsive email design

Responsive email combines both scalable and fluid emails and uses it to build by adding power via CSS media queries. Responsive email clearly advances to send email template w.r.t adjusting size of text, images and buttons depending on the viewer’s screen size. It assures to display the email template regardless of the user’s device.

Using CSS media queries forms two different copies that depend on the size of your user’s screen. Media queries will automatically adjust the email copy’s layout, content, and text size to the user’s device screen.

Here are some of the all-time favourite responsive emails:

About Time to Respond Responsively

How to decide which email template design would suit your style and enhance the amount of positive responsive emails from your clients? Depends entirely on your client’s email habits and users devices. Be it business or personal, don’t stop to make your users react in awe to these emails.

Understanding the differences between each email i.e., Scalability, Fluid and Responsive emails helps to check the results. What a wonderful way to excellence! Isn’t it?

Keep emailing and innovating.