The year is 2019 and the worst thing which can happen to you as an email reader is getting greeted with the following email:
“Dear User. We are happy to have you on XYZ. We hope you have a great time here.”
If you understand that statement in its truest spirit, you will see the problems with it:
a. The company has your email ID but does not know anything about you. Forget about your gender, they don’t even have your name.
b. Yet, they want to get started with relationship building and the best way they could come up with was by using a blanket statement for all users who sign up.
More often than not, even companies which have immense user data tend to make this mistake – because data collection is not equal to data utilization.
The solution – responsive email templates.
Here are a few reasons why you should be using a responsive design template in 2019:
1. They help your users feel more connected to the brand.
If you try focusing on the best email newsletters in your inbox, you will see that all of them have one thing in common – heavy focus on personalization. These newsletters are indeed created using best email newsletter templates and hence have a focus on personalizing the design for you.
Personalization is the key for a brand willing to build a niche for itself. The media noise is high and amidst that it is getting difficult day by day to get heard as a brand which does not have a face. Look at your own mailbox and you will see it flooded by messages sent by brands.
The best part about using responsive html email design is that it always puts your content in a relevant space for the reader to consume it.
2. They build engagement around your email marketing efforts.
What happens when you find a familiar place in a part where you don’t know anyone else? You feel relaxed and you would want to go and talk to this familiar person. This is exactly what happens when the messaging in an email is tailored around a user’s demographics, pain points and past experiences with the brand.
The moment you focus on all the three aspects:
a. You would have determined where does the user come from.
b. What is she exactly looking for?
c. How have you interacted in the past with her?
This will give you tactics on how you can convert this user with ease. Here, responsive emails will help your brand stay relevant to your user while you push the lead further towards conversion.
3. They help you differentiate in crowded places.
Getting an email list and starting a campaign around it is no big deal. If you know how to type and are ready to shed a few hundred dollars on ‘buying leads’, you can actually get started with an email campaign in less than an hour.
The problem with that strategy is that you may get next to no results with it because the emails you send would be reaching the users’ spam boxes and the ones who actually receive it in their inbox are bombarded by brands like this on a daily basis.
So, how do you ensure that when you create HTML email template it is actually helping you reach out to users? Simple – tailor it according to the users and build a responsive design.
So many brands believe that email marketing is a game of simply pushing out mail after mail and expecting users to interact with the standard templates. The fact is, humans don’t want to interact with machines that are static and do not understand their problems. Hence, leverage the power of personalization and use responsive templates and designs.
4. They boost conversion rates.
Everything accumulated together gives you a set of advantages:
a. You’re more relevant to your user than your competition.
b. You understand your user very well, including and especially their pain points.
c. You have a clear plan on how you can help your user ahead.
These are the exact points you need to further convert the lead! Mission accomplished.