Why You Can’t Afford to Ignore Responsive Web Design

By March 24, 2016News
“Day by day, the number of devices, platforms, and browsers that need to work with your site grows. Responsive web design represents a fundamental shift in how we’ll build websites for the decade to come.”
– Jeffrey Veen

Today, mobile devices are an extension of ourselves. Have you ever left your smartphone behind and felt as if you were missing an arm or a leg? I definitely have! The simple truth is we’re inseparable. We no longer check emails or surf the web solely on desktop computers. We are busy, on the go, checking email and searching the web from a variety of devices. These devices vary in screen size, pixel resolution, touch vs. click. We expect the same experience regardless of the device. This expectation means that your emails and sites must work well regardless of the device used. 

How your Emails and Landing Pages look and feel matters a great deal, but more importantly, the experience you give your users is of critical and this is why Responsive Design really matters.

What is Responsive Design?

Simply, it means that Emails and Landing Pages need to be coded to adjust to screen size, email client, web browser, and the device being used. The layout transitions based on the size and device capabilities. For example, on a mobile phone, the viewer may see content in a single column whereas on a tablet or desktop they might see the content in two columns. It also allows for the ability to seamlessly resize content/images, hide/show content, restyle content, and stack/move columns, giving you the ability to build a more robust site.

Responsive design solves the problem of the ever-changing landscape of web browsers and devices thus delivering a seamless experience to your users. Pretty impressive, right?

How Responsive Design Benefits You

  • Enhanced user experience & support the multi-device user: Allow your users to view your awesome content on the device of their choice. We’re constantly searching for information and often times, people are viewing content simultaneously on more than one device (searching via a laptop while tweeting from their smartphone). By designing for the user, your product or service is accessible to the user anytime, anywhere.
  • Less maintenance: While responsive assets may take a little longer to produce, you ultimately have one email or site to update, maintain and support. This will save you time and money in the long run (vs. maintaining a desktop and mobile site). Chaa-ching!
  • Improved SEO Rankings: With more than one site, you’ll need an SEO campaign for each. It’s easier to have all your results in one place. Google recommends consolidating for optimal resultsGoogle even began rewarding sites that were built responsively for multi-device support and penalizing sites that were not mobile friendly in April 2015.
  • Improved conversion rates: A responsive site keeps your brand and content consistent across whatever platform the user is viewing on making it easier and more likely that your audience will engage with you instead of hopping to the next site that doesn’t require them to pinch & zoom.
  • Improved social sharing: If your content looks good across multiple platforms, rest assured it will be shared more often. It is projected that there will be over 5 billion mobile subscribers by the end of 2019 so you can’t possibly let your business miss out on that!

While it may not be the easiest to implement because there is a lot of coding involved, the benefits make it worth the extra effort. Give your customers and prospects some love, deliver the experience that’s aligned with what they want and expect – utilize Responsive Design.

Still not convinced? Check out these jaw-dropping responsive web design stats:

  • 58% of adults own a smartphone, and smartphone users check their phones 150 times a day
  • 34% of smartphone users primarily use their phones over a desktop, laptop, to surf the web
  • The majority of users are “multiscreening” accessing sites from mobile and desktop.

Here’s some helpful resources from one of Tegrita’s Lead Developers:

  • Mailchimp has great resources on coding emails.
  • Email on Acid has a helpful website called Emailology for times when there are problems you can’t figure out. 
  • Email on Acid’s Tutorial on Responsive Design is quite useful.
  • A Book Apart (from the creator of Responsive Web Design Ethan Marcotte).
  • Testing is important as well, Email on Acid and Litmus are two of the big names in email testing. 
  • Gallery of winning designs, great inspiration Great general purpose design/development site, Smashing Magazine.

Tegrita has the resources available to help you go responsive with your Eloqua Emails and Landing Pages.

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Jessica Jones is a creative marketer with over 10 years of professional experience. She graduated from UCF with a BA in Digital Media. She is business-minded with a dynamic background in graphic design, marketing strategy, campaign management, vendor management, brand and project management. Her experience includes design and creative direction for small and large businesses, B2B and B2C marketing strategy, and campaign execution/management with Eloqua. Jessica is passionate about all things marketing, and is eager to share her knowledge and love of marketing automation to help customers succeed and grow.
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