email marketing design guidelines for mobile - by concep
DESCRIPTION
Responsive design vs mobile optimized email? Best practice design guidelines for email marketing in a mobile world.TRANSCRIPT
Responsive vs Optimized Email
© CONCEP 2014
Best practice design guidelines for email marketing in a mobile world
This document illustrates the difference between optimized and responsive design for creating email marketing templates, helping you make the right choice with both desktop and mobile view in mind.
3
1. Optimized design
Single layout across all devices
Desktop
iPad
Mobile
Features & functionalities • Simple design improvements • No coding required
• Design only tactics • Improve desktop and mobile experience • Single mobile friendly visual framework that works on all environments
• Focus on 1 column layout • Place important content on the left
• Use big images, buttons and headings
Optimized design layouts
© CONCEP 2014 4
Responsive design layouts
2. Responsive design
Multiple layouts across all devices
Desktop
iPad
Mobile
Features & functionalities • Uses a set of coding techniques to make a layout readable and usable on all screens • CSS media queries detect the screen size and overwrite styles to adjust text size,
frame width and image size for smaller screens • There are four main techniques in responsive design (see page 5 for details):
1. Shrink / wrap 2. Column drop 3. Off canvas 4. Layout shifter
© CONCEP 2014 5
Responsive design layout options 1. Shrink / wrap
4. Layout shifter
2. Column drop
3. Off canvas
Swipe right
Swipe left & right
© CONCEP 2014 6
Responsive design
Desktop view example
Mobile view example
What can be done with Responsive Design?
• Change hierarchy
• Change navigation
• Enlarge fonts
• Change layout
• Add contrast (color)
• Scale, crop & optimize images
• Add padding
• Change / hide content
© CONCEP 2014 7
No ‘mobile friendly view’ needed as the site is responsive
Top horizontal navigation including social network icons
Right hand column with quick links, ‘In this issue’ and ‘download’ areas
3 column articles
Footer includes company logo, contact info and social network icons
Full disclaimer and unsubscribe link
Responsive design / Desktop view
Newsletter editable title
Introduction and sign off (text 12pt/14.pt)
Full width article with images
NOTE • Multi-column layout • Includes all articles
• Full top navigation • Right hand navigation
• Images included in all articles
• Contact details and social network included in footer
• Full disclaimer
© CONCEP 2014
Condensed top navigation (1 of many options).
Full width intro
(Min. font size 18 – 22px) Links should always be underlined
Stacked articles, 1 column width
Contrasting colors between articles
Full width ‘read more’ buttons with extra padding around them (tappable area to be min 46px high)
Images are optimized (scaled, cropped or changed) for mobile view
Simplify footer but include ‘Unsubscribe’, website and social icons
Responsive design / Mobile view
No image needed in banner: Reduce scrolling time and image loading time. Flat solid brand color with logo
Increase padding around articles – White space is good!
NOTE • Focus on critical content • Single column, stacked
articles
• Color contrast between articles • Some articles are removed if
necessary to reduce scrolling
• Top navigation condensed • No right hand navigation
• Reduce number of images and optimize them for mobile
• Simplify ATF and disclaimer
• Width is 320px (640px retina)
For more information contact us:
EUROPE Telephone: +44 (0) 20 7952 5570 Email: [email protected]
NORTH AMERICA Telephone: +1 212 925 0380 Email: [email protected]
ASIA PACIFIC Telephone: +61 (0) 2 8030 8810 Email: [email protected]