All the advantages of responsive email design

We have given you tips for make a good responsive emailwe have explained how long it should be and given efficient tools but what can it offer us and what are its main advantages?

The responsive email arrived to email marketing a little late but with force to establish itself in the design of the emails of many companies. Responsive design has become a MUST. More and more brands are joining the responsive, however, it is also true that many others have not yet made the approach to incorporate it.
In fact, everything points to the fact that responsive email is already a growing trend. Just take a look at the following data it compiles Ditrendia:
→ "We check our mobile phones an average of 150 times a day, spending about 177 minutes a day on it."
→ "Spaniards mainly use it to access e-mail (87%), instant messaging (82.8%) and surfing the net."
→ "In Spain, 6 out of 10 mobile users say they have already used their device for shopping."
→ "Shopping preferences: Spaniards prefer to shop from mobile via the website, they mainly buy leisure products (31%), fashion (28%) and travel (21%) and their preferred payment method continues to be PayPal."
In short, we can say that responsive email design is a real plus, it will always add to your email marketing strategy. Today we highlight the four advantages that will convince you to apply responsive email design to your email marketing strategy.
1. Improve the user experience
Taking into account the data we have just seen, there is a very high percentage of subscribers who will see our email on their mobile. When they open the email, they will find a design that will adapt perfectly to their device. The text will be readable and there will be no cuts, the clickable elements will have the right size to be clicked and the images will adapt perfectly with the rest of the elements. It is clear that this responsive email that we have just described is much more attractive than the one you would find if it were not adapted to any type of device.
Tous is a good example of how to improve the experience of its subscribers with its responsive design.

2. Does not affect deliverability
You've probably wondered whether making an email "responsive" might affect the deliverability of your campaigns. This is a question that we asked ourselves some time ago. We decided to carry out an A/B test in order to address this concern. The result showed that it did not affect deliverability or open rate in any way. On the contrary, there was even a small increase in open rates. Here you can see all the results of the test.
3. Increase Clicks to Open rate
In the same test we mentioned in the previous point, we also took the opportunity to check if by improving the user experience, the clicks increased accordingly. The result was very pleasing, and is that the Click to Open Rate increased by 16%. It is clear that improving the user's comfort when reading the email, leads to a considerable increase in the number of clicks on the Call to Action. In this graph you can see the results recorded for both the previous advantage (deliverability/open rates) and Click to Open.
4. Increases the chances of conversion
This advantage is closely linked to the increase of the Click to Open Rate. As more clicks lead (mostly) to the ecommerce, consequently the probability of generating more conversions also increases. It's a rule that doesn't fail. Getting more visits to our products means having more people interested in what they clicked on in the email. Therefore, more users may end up buying what has caught their attention.
Are you already using responsive design for your emails? Can you think of any other advantages?