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Fluid (Nearly Responsive Emails)

Fluid (Nearly Responsive Emails)


Although responsive emails are a buzz, we’re not there just yet. The rise of responsive websites has led many clients to believe emails will react just the same when adopting the latest code. Unfortunately, this is wrong.

After much industry pressure, web browsers have managed to standardise, leaving email applications way behind. Simply because all email clients respond to code in different ways.

What’s the big fuss?

We’ve all seen the rise in mobile usage. At the beginning of 2015, the number 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 respond to demand and embrace a mobile-friendly future.

Responsive vs Fluid email design

Fluid email design uses percentages to resize elements, allowing them to adapt to the smaller screens, scaling 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 the size and position of elements based on the size of the screen.

The problem here is that media queries are not supported by all email providers (such as Gmail), so not everyone will see the email as the designer intended.

Fluid Design avoids using media queries, optimising design consistency across all email providers.

Are your email campaigns fluid? If not contact us.