Challenge mobile E-Mail usage
Increasingly more people are reading their E-Mails on mobile devices. Current statistics show that 53% of all E-Mails are opened on smartphones. And that percentage is rising. The TARGOBANK was confronted with the huge challenge of adapting their entire newsletter management to fit these new trends. Not only did the newsletters need to be optimized for mobile devices, but also had to continue to display perfectly on “classical” devices, such as desktop computers in the office. The solution was “Responsive Newsletter-Design“.
With Responsive Design the developer uses special CSS3-Codes, or the so-called media queries. These query the users device for parameters and adapts the appearance of the E-Mail accordingly. By using responsive design, it is possible to perfectly adjust the entire content and layout of the mailings to all variables like screen size, resolution and orientation (portrait and landscape). This way mailings with multiple columns can be transformed to one-column layouts and image sizes, texts and links can be displayed according to the user device. BRAND.NEW DAY developed a modular building set that was capable of displaying all communication content in responsive layouts. This was followed by comprehensive testing. One of the challenges here are the different messaging platforms and co-branding campaigns, where the layout had to be integrated into different environments. The result: resounding success. Click rates went up significantly, particularly on mobile platforms.
Of course an E-Mail has to function on a set of different desktop platforms in the financial services industry.
Increasingly more bank customers are doing online banking on mobile devices, such as smartphones and tablets. That is why E-mail needs to be adapted to also feed these platforms.
INTENSIVE CLIENT INVOLVEMENT DURING THE CONCEPT PHASE
The people responsible from the client’s side were intensely involved, even during the concept and planning phases. With mockups, the different appearances of the content were discussed intensely.
MULTIDIMENSIONAL WEB DEVELOPMENT
During the development process, the results are already being tested on all established email clients and mobile platforms, through the use of emulators.
Besides the technically complex solution required, the other challenge of this project was not losing the creative direction of the newsletter. We developed a toolset that was standardized enough to work on all platforms, but left enough room to present all content in an attratctive manner.
Philipp Ersch, Art Direction
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