Every template that comes out of creative and coding is responsive, meaning, it will arrange itself differently on a mobile device vs a desktop.
Sure our designs are pretty, but they are, above anything else, engineered to perform well. Utilizing UX and UI best practices, every pixel is engineered with the ultimate goal of a click through.
This is a big one. Our email templates are created and coded to be used for multiple campaigns. Clients can create new sends by taking the modules we give them, arranging them however they want, duplicate them, or whatever, to achieve their purpose.
Interruptions, spam, annoyances... the world has enough of these things and we will never, ever contribute to the noise. We will never create spam, inauthentic messages, or trick the reader. Period.
Our job as designers is to continually tranform complex information, concepts, experiences and present them to the end user in a digestable and consumable manner. Anyone can create complexity from simplicity. The goal is to simplify always.
We do not design emails for our personal inboxes, rather, we design for the actual reader. The reader is unique, with a very different perspective. The stakeholder/client is rarely the reader.
Never stop attempting to understand the end user, as they are dynamic and have ever changing problems, aspirations, hopes, fears, and experiences. Never stop trying to understand them so that our designs are always relevant.
Never be afraid to tear up a design. Always design in response to the data. Create a clever hypothesis about what you believe the design will achieve. Be brutally honest with the data. Iterate often, always stay lean.
You receive an ugly email on your phone. Text is jumbled, it's tiny, hard to read, you have to zoom. It gets deleted.
Did you know that a "call now" button can actually open the phone's dialer with the number prefilled? Or that "find us" can open google maps? Neat.
Responsive email is designed to be consumed VERY quickly, as the user's expectations are different. It has to give enough information quickly to result in a click, hence the "traffic light test".
Modular is the way we design. Here is an awesome example
In the base template, the client will receive one permanent header design to be reused in all of their sends.
In the base template, the client will receive one permanant footer design.
Interested? Follow the white rabbit...