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How can you design email for all devices?

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Email marketing is a powerful way to connect with your audience, but it can also be a challenge to design emails that look good and work well on all devices. Whether you use a desktop, a laptop, a tablet, or a smartphone, you want your emails to be readable, responsive, and engaging. How can you design email for all devices? Here are some tips to help you create emails that adapt to any screen size and deliver your message effectively.

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1 Use a mobile-first approach

One of the best practices for designing email for all devices is to start with the smallest screen and work your way up. This means that you should prioritize the content and layout that are most important for your mobile users, and then add or adjust elements for larger screens. By using a mobile-first approach, you can ensure that your emails are concise, clear, and easy to interact with on any device.

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Amy H
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Yes! Over 50% of users open emails on mobile devices. Some sources even state up to 80% depending on the industry and target audience.

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Nigel Davey

Helping busy small business owners to grow their business through smarter, measured, marketing.
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Most email marketing platforms now have functionality built in that allows you to see what your emails will look like on mobiles, all the way up to a big screen. Make use of this functionality, although you also need to be aware that there are so many versions of hotmail, Gmail, Outlook etc. out there that there are almost always going to be issues with some of them.

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2 Choose a responsive template

Another way to design email for all devices is to use a responsive template that automatically adjusts to the screen size and orientation of the device. A responsive template uses flexible grids, images, and media queries to adapt the layout and design of your email based on the device's width and height. You can use a pre-made responsive template from your email service provider or create your own using HTML and CSS.

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Christoph Trappe

I help companies like yours make more money through business storytelling that sets you apart from the competition. Data-Driven Content Marketer | Podcaster | Content Strategist | Author | Affiliate Marketer
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Using one of the industry-leading email platforms should take care of this by itself. Just use one of their templates as a start and go from there. No reason to over engineer it honestly.

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3 Optimize your images and fonts

Images and fonts play an important role in your email design, but they can also have an impact on how it looks and functions on different devices. To ensure optimal performance, you should use web-safe fonts that are compatible with most email clients and devices, or web fonts that are hosted online (though some email clients may not support them or require the user to enable them). Additionally, use relevant, high-quality images that are compressed and avoid using too many or too large images that could slow down loading time or distort the layout. Alt text should also be included to describe the images in case they don't load or the user has images disabled. Finally, use responsive images that scale and resize based on the device's screen size; you can use the srcset attribute to specify different versions of your images for different screen resolutions or CSS properties to control the image dimensions.

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Nigel Davey

Helping busy small business owners to grow their business through smarter, measured, marketing.
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Pick the Google font that is nearest to your brand template fonts. Whilst it may not be exactly the same, it will be very close and will stop most of the issues that can appear.

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4 Test your emails on different devices

The final step to design email for all devices is to test your emails on different devices and email clients before you send them. Testing your emails can help you identify and fix any issues or errors that may affect your email deliverability, readability, or engagement. You can use tools like Litmus, Email on Acid, or PreviewMyEmail to test your emails on various devices and email clients and get feedback and suggestions on how to improve your email design.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nancy Gold

Master Shirtmaker, CEO King's Collar Shirtmakers and Author of SHIRT TALES... The Stories Behind a Successful Start-up
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I find it interesting that nothing is mentioned about strong writing skills. I get a large opening of my marketing emails because I know how to grab attention with my opening pitch. The narrative you share must not only grab them from "hello" but also keep them interested to read further. If you're not a strong writer, find someone who does that for you.

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Nigel Davey

Helping busy small business owners to grow their business through smarter, measured, marketing.
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Don't forget about your plain text version, particularly if you are likely to have contacts in your mailing list with impaired vision. most of the tools they use can struggle with all the HTML that comes with templated emails.

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Nancy Gold

Master Shirtmaker, CEO King's Collar Shirtmakers and Author of SHIRT TALES... The Stories Behind a Successful Start-up
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I find it interesting that nothing is mentioned about strong writing skills. I get a large opening of my marketing emails because I know how to grab attention with my opening pitch. The narrative you share must not only grab them from "hello" but also keep them interested to read further. If you're not a strong writer, find someone who does that for you.

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How can you design email for all devices?

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1 Use a mobile-first approach

2 Choose a responsive template

3 Optimize your images and fonts

4 Test your emails on different devices

5 Here’s what else to consider

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