- Use Web resources to check how emails will render on mobile devices. Marketers can use websites such as MobilePhoneEmulator.com to see how their emails will render on different mobile platforms, Blitzer said. In addition, many of the ESPs offer their own built-in emulators. This is especially important for email marketers that send different versions out to customers. "Most people will never use the "Forward to a Friend' button. They are just going to forward it in email," he said.
- Consider reflowing your design. The traditional email design of two or three columns doesn't work on a smaller screen, Blitzer said. Recipients don't want to scroll from right to left. "You might want to reflow your design from two columns into one stacked column," he said. Column size is important, too. Desktop emails might look great at about 600 pixels wide, but mobile devices look much better when shrunken down and restyled so they are 220 pixels wide. Text size is another big consideration. "Make sure recipients can see your messaging," he said.
- Start thinking about retina displays. Retina displays are high-resolution, which means everything appears sharper and clearer. Emails can potentially look worse if not designed with this in mind. Some people have even equated transitioning from regular displays to retina displays to the change from VHS tapes to DVDs. "We're going to have to start paying more attention to how images and even text renders in an email," Smith said.
Kate Maddox on 03.02.2015