Research says 56% of emails were opened on mobile devices and around 59% of emails are designed for responsive for mobiles. With so many potential customers opening emails on mobile, it’s essential that marketers optimize their sends for tablets and smartphones in addition to desktop computers. Luckily, Google has made that easier with their announcement that Gmail will begin supporting emails created with responsive design by end of this month.
What does this mean?
Basically, it means Gmail won’t be the main cause of your coding problems anymore (at least for a while). Thanks to embedded styles and media queries, developing responsive emails that display a consistent structure and formatting across different devices will become easier and quicker.
Google has not yet announced when this update will come into effect or which versions will be affected (Gmail web, iOS, Android, Google Apps for Work, Inbox…), so, although we’re really excited about the news, we haven’t popped the champagne corks yet.
Let’s see what does this mean for marketers?
Starting later this month, Gmail and Inbox by Gmail will support emails created with responsive design, meaning their content adapts to fit screens of all sizes. Text, links, and even buttons will enlarge to make reading and tapping easier on a smaller screen. If you’re on desktop, you’ll also see improvements, since emails designed for mobile can also adapt to fit larger screens.
Example of an email before and after responsive design
Top 3 reasons why Gmail’s announcement is a big deal for marketers:
1. Greater access: Since there are around 84% of India consumer who use Gmail as their primary email id and 75% of Gmail users access their accounts on mobile devices. This change represents a tremendous opportunity for email marketers to target millions of potential customers with emails optimized for mobile.
2. Better user experience: Research says, consumer do not read emails which do not render properly on their smartphones and tend to delete them without reading. This change will improve the recipient experience, and perhaps save some messages from the dreaded delete.
3. Streamlined email design: Email designers now can say goodbye to complicated design structures, CSS media queries are now far less complicated and one-stop process for responsive design.
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