Case Study: Increasing CTR’s with Responsive Email Design

With 2013 set to be the year of mobile I thought it would be a great idea

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to look at how responsive email design can help lift Click Through Rates (CTR’s). First I’ll run through some examples of whose doing it well and whose not. And lastly I’ll reveal the results from one of our clients.

The Good – Mobile Responsive Email Design – Dan Murphy’s

Dan Murphy’s is one of Australia’s largest alcohol retailers, and have made quite an impressive debut into the Australian eCommerce space. Here’s an email I received from them last week.

Dan Murphy's Mobile Responsive Email Design

This is the email opened on my iPhone. They have been quite creative in relieving the amount of scroll for the user by turning the bottles horizontally. The copy is easily readable: all key selling points (Price, Product Description and Images) are easily identifiable. They even included a nifty “drawer” (see red arrow) than when tapped expands to show some high converting categories (I would hope) and some social sharing links. A nice clean and simple design. Tick.

The Bad – Mobile Responsive Email Design – OzSale

OzSale is one of the largest flash sale sites in Australia focusing on the fashion vertical. Here is the email I received.

OzSale Mobile Responsive Email Design

Here are the problems:

  • The grey colour used for the sub header fonts is too light on a small screen with a white background.
  • The font sizes are too small
  • The categories at the top of the email are extremely small, for someone with fat fingers it’s going to be really hard to tap.
  • OzSale generally don’t include prices in their images and or copy – so the images do a lot of the selling. That being the case – mobile users are trained to scroll – changing to a single grid column would be an ideal way for them to maximise the selling power of their images.

As a subscriber I would find this extremely frustrating – lots of pinching and pulling. Overall a bad user experience.

Our Case Study

Off we went to one of clients and built them a mobile responsive email template. Here’s what it looked like.

Screen Shot 2013-04-08 at 5.30.02 PM

As you can see it’s really quite simple. Design for fat fingers and a small screen. No one wants to read loads of copy on an iPhone – they’ve got an iPad for that. The other thing we did (which is not visible in the image above) is create shadows around the edges of the images – which makes them look and feel like tappable “buttons”. So what are the results? We saw a 10% increase in CTR’s!

While researching I found an article from Litmus who saw similar results. Woop!

From a technical standpoint creating mobile responsive email templates isn’t easy. What diffucilties, if any have you found? Are there any UX/UI enhancements you can think of?

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