Andrew King highlights next set 6 of the best responsive email designs to get inspired - from brands such as TOMS, Waitrose, Size, Top table, Late Rooms & John Lewis. Visit http://blog.lyris.com/ to accelerate your digital & email marketing campaigns

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Email Inspiration: Six More Great Responsive
Email Designs
By Andrew King
Since my last post on responsive email design back in December 2012, I’ve
noticed an explosion of its use, especially among U.K. retailers and travel
companies. This is great to see, as mobile usage continues to surge and the
Apple iPhone is still the most popular email client according to Litmus’ Email
Client Leaderboard.
I’ve also seen several arguments against using responsive email design recently.
One of the main ones is that people aren’t going to buy from their mobiles so
why bother optimizing your emails? Well, that isn’t true. Purchases made on
mobile devices in the U.S. amounted to $6.7 billion last year and are expected
to double this year. As websites become easier to use, people will not be
constrained to buying only from their desktops. I purchased several items from
Amazon while using public transport last week, mainly because the website was
mobile-optimized and only required my password. Why wait to purchase when
you don’t even need to get your credit card out?
Whether you think responsive design is worthwhile or not, you have to admit
that it can make your emails look great! So here are six more great examples
for you:

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TOMS
This is not your typical responsive email design. TOMS actually creates two versions of its image-only email, one
600px wide and the other 320px, and uses media queries to display the correct version. This is a great solution for
any retailers out there who have image-only emails.

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Waitrose
Waitrose has done a great job of removing all unnecessary content within the header of this email and re-arranging
the content into a single column. I especially like how the picture of the fisherman at the top is replaced with a more
mobile-friendly version.

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Size?
Size? does the opposite of TOMS. Rather than replacing images, it uses responsive email design to automatically half
the width of their images from 640px to 320px. This is another great solution for anybody who primarily sends
image-only emails. You do need to make sure that your images will still look good when you half their width, though.

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Top Table
Top Table’s emails are always packed with interesting content so it’s good to see the company making this content
more accessible on mobile devices. The way the navigation is re-arranged in this email is useful and looks good, too.

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Late Rooms
Late Rooms has a more subtle but very effective responsive design. The pre-header is removed, the top banner
replaced with a smaller version, the search box replaced, and the bottom banner replaced. The company could have
possibly re-arranged the main content area into a single column but that would have made this email extremely long,
so I can see why it didn’t.

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John Lewis
John Lewis has a fairly complicated email design which transforms into one of the best responsive designs I’ve seen so
far. There is a lot of content to deal with in this email and it all gracefully transforms into one or two columns.
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