Adaptive Version for Your Newsletter

The user behavior of newsletter recipients is changing. Emails are frequently opened and read on the go. Once opened, the newsletter should be displayed correctly, regardless of the mobile device used. The visual and functional quality of the message on the small screen plays a decisive role in the behavior of a prospect. A study carried out by Bluehornet China WhatsApp Number List showed that 80.3% of users immediately delete an email when it is not displayed correctly and 30.2% unsubscribe from the newsletter.

The choice of email clients available for mobile devices is large, making it difficult to ensure uniform presentation of email on all smartphones or tablets. Many programs are distinguished by the way they display the design to the end user. This then involves careful adjustment of the final design. Additionally, not all email clients support all media queries which are critical to creating a responsive layout and therefore only the desktop version can be viewed. Apple Mail customers, which generate the most mobile opens, have no problem with media queries. The same is true for the programs used by the new generation of Kindle from Amazon, Palm, Blackberry, Microsoft Windows and Android. Our newsletter statistics revealed that a third of our subscribers use mobile devices. The latest figures show that 47% of all emails are read on mobile devices (source: litmus )

The potential of adaptive design or “Responsive Design”

The goal is to design the layout of a newsletter so that it automatically adapts to the screen size of the receiving device. The main parameter is (usually) the width of the screen. This is to make sure that not only does the email look good, but also work correctly on the user’s terminal. There are many ways to adjust the way the message is displayed. This must be clearly legible and this often requires an improvement in the chosen text font. Proper design eliminates the need for horizontal scrolling which is often frowned upon by the user.

If the content of the email is too complex for a smartphone or tablet, it is possible to hide parts to ensure an understandable presentation. Responsive newsletter design doesn’t have to be a simple copy of the desktop version, it’s about setting other priorities. (We invite you to discover an example of an adapted design of a “Responsive Design” newsletter. All you have to do is send an email with the subject line “Newsletter” to: [email protected] and we will send you our current edition. )


Adapting the display of a newsletter on all devices leads to an increase in the open rate and often decreases the number of unsubscribes. Today, change and adaptation of design is essential to meet the growing demand of mobile users and this trend is likely to develop further in the years to come. After the design is complete, it is necessary to conduct extensive testing and make adjustments as needed.

It is not essential to track the activity of each individual visitor in detail, the goal is to allocate the marketing budget more efficiently than in the past. If the Analytical tools such as those described in the previous 3 steps are applied correctly, the improvements can be measured in hard currency.

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