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Fluid (Nearly Responsive Emails)

Although responsive emails are a buzz, we’re not there just yet. The rise of responsive website’s has led many clients to believe emails will react just the same when adopting the latest code. Unfortunately this is wrong, all email clients respond to code in different ways. Browsers have managed to standardised, after much industry pressure, leaving emails way behind.

Responsive vs Fluid
A fluid email uses percentages to size elements, allowing them to adapt to the screen size and scale nicely between mobile and desktop. Elements can also float side-by-side using CSS, stacking neatly on top of each other on smaller screens, creating a responsive effect.

Responsive emails use media queries to change elements based on the size of the screen. The problem is that media queries are not supported on all email providers (such as Gmail) so not everyone will see the email as the designer intended. Fluid design avoids media queries, optimising design consistency across all email providers.

What’s the big fuss?
We’ve all seen the rise in mobile usage. At the beginning of 2015, the amount of emails opened via mobile was around 45%, a figure that continues to grow higher each year. Therefore it is imperative for your email marketing to embrace fluid design techniques and gain control of the email landing in your client’s inbox.

Are your email campaigns fluid? If not contact us.