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Email Overhaul: The Responsive Approach

Whitney Attebury

Now that Google has released its mobile ranking algorithm, responsive web design is more crucial than ever before. The same can be said for email. Brands that implement a responsive email design are seeing an increase in engagement and email views. Our eCRM team dove into this finding to learn how responsive design is having an impact on email programs.

Why move to responsive email design?

Almost half of all emails are opened on a tablet or smartphone. Fully-responsive email campaigns are necessary in order to maintain and increase subscriber engagement across all email viewing platforms. Responsive emails take a liquid approach and incorporate mobile design tactics and media queries to adjust fonts, images, and content to create a seamless transition from a desktop, tablet and to a smartphone.


Source: “Experian Marketing Services, “Q4 2014 Quarterly Email Benchmark Report,” Feb 10, 2015

In January 2014, we began transitioning our clients to utilize responsive email campaigns. The vast increase in mobile usage forced us to take a step back and look at subscribers’ device usage, engagement and email design.


The numbers

We took a look at our destination email client campaigns – eNewsletter welcome emails and monthly sends. When performance was compared year-over-year since launch in Quarter 1 2014 overall engagement across all KPI’s ─ open rate, click-through rate, click-to-open – increased. More opens and clicks in Q4 2014 revealed increased engagement with responsive templates. The chart below compares non-responsive emails from Q4 2013 to our responsive emails in Q4 2014.

  • 392,796 emails delivered in Q1 2014
  • Open Rate – 19%
  • Click-Through Rate – 3%
  • Click-to-Open Rate – 16%

As the mobile space continues to growh both in and out of the travel industry, it’s important to take the crucial steps to ensure that your email program is user-friendly from any and all devices. To learn more about our eCRM capabilities, take a look at some examples and information in our Process section.

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