Automatically tailor messaging, CTAs, and interactive content for different screen sizes.
 
Create fluid, liquid, scalable, adaptive, and truly responsive designs powered by live content — although this sometimes requires building two versions of the email.
 
CSS3 media queries are added to the email to detect screen size. Then, styles are overwritten to adjust text size, frame width, and image size for a more usable experience.
 
 
 
 
Use a single-column format for images and copy. Occasionally, a two-column grid looks nice but may not render as well.
 
Use large text, optimized images, and buttons with plenty of space. The mobile user should be able to read and navigate comfortably.
 
Do not use hover, mouseover, or other interactive effects that are difficult or impossible on touchscreens.
 
Keep content brief and organized. Content blocks work well to keep messages focused and easy to scan.
Limit large images and graphics by specifying height and width. Use ALT tags and background colors to account for image blockers.
Keep important messages visible above the fold (about 150 pixels high for mobile and 350 pixels high for desktop).
Once you have the meat of mobile-first email design, tailor interactive content and CTAs for other screen sizes.
 
 
 
 
 
 
 
 
Take inventory of all other touchpoints consumers experience across your company’s channels, including social media, SMS, website, app, and even sales and service interactions.
 
Observe how email fits into each individual’s consumer journey. Identify any opportunities to improve experiences in awareness, acquisition, onboarding, engagement, retention, and advocacy.
 
Test the consumer’s journey before you push it live. With user testing, adjust and optimize the journey before your subscribers actually experience it — to give your team the best chance at success.
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