What is a responsive email template?

A responsive email template is a pre-built email that adapts to different screen sizes and settings. Responsive email templates are designed to be functional, readable, and appealing regardless of the device your recipients are using and the content you include.

Responsive email design uses flexible layouts and elements to deliver the optimal viewing experience for each recipient. With templates, you can create responsive and visually appealing emails without knowing how to code.

What makes an email template responsive?

A responsive email template should include:

  1. CSS media queries: These are rules written in CSS, the standard email coding language. They determine how the email appears on different devices.
  2. Flexible layout: The template adjusts the layout based on the screen’s maximum width. For mobile screens, the email should switch from a multi-column to a single-column layout.
  3. Larger interactive elements: Buttons and links must be click- and touch-friendly. On mobile, they should be larger and spaced neatly so people don’t accidentally tap on two options at once.
  4. Larger text: The text of an email on mobile should be larger on smaller screens so it’s easy to read.
  5. Scalable images:Images should adapt their size to different layouts and screens. 
  6. Even spacing:Adding headings and margins prevents content cluttering.
  7. Dark mode option: Many people prefer using dark to light mode. A responsive email template should be able to revert colors for sufficient contrast.

How to use a responsive email template 

To use a responsive email template, follow the steps below:

1. Choose your template 

After you’ve chosen an email marketing platform, browse available templates and select one that fits your brand, product, and offer. 

If your platform has a no-code, drag-and-drop email builder, creating a template from scratch shouldn’t be difficult. Saving your design as a template can help you replicate it again when you need to. Watch tutorial videos and read articles on email design best practices for more details.

2. Customise the template 

If you’ve chosen a pre-made template, customise it to reflect your brand’s visual identity. Insert your logo and change the color palette and font, then add your: 

With a pre-built custom template, you’ll only have to add content such as:

  • Subject line and preview text
  • Header copy and images
  • Body copy and images
  • Call-to-action (CTA) links and buttons
  • Unsubscribe link in your footer
  • Social media links in your footer

Use preview mode to check your design on desktop and mobile and make any final edits before running any A/B tests. 

3. Run A/B tests

Use A/B tests to determine which version of your email template is more effective at generating engagement and revenue. The following metrics can help you choose the winner:

  • Click rate
  • Placed order rate
  • Unsubscribe rate

To get clear results, focus on testing only one element at a time. Key variables you can test include:

  • Subject lines
  • CTA buttons
  • Product images
  • Email copy
  • Send time

4. Measure performance

Track the performance of your email with key metrics to see how well it resonates with your audience on different devices. Focus on analysing the following metrics:

  • Click rate: It shows how many subscribers clicked on links or buttons in your email. If your click rate is low, consider improving the visibility or placement of your CTA buttons or making your content more engaging.
  • Placed order rate: It tracks how many recipients made a purchase after clicking through your email. A low placed order rate could indicate that your offer isn’t compelling enough.
  • Conversion rate: This metric tracks how many subscribers completed a desired action, like signing up for a newsletter, after engaging with your email. If your conversion rate is low, you might need to tweak your CTA or offer so it better matches what your customers are looking for.
  • Unsubscribe rate: While losing subscribers is normal, a higher-than-usual unsubscribe rate could mean your content isn’t resonating with your subscribers or that you might be emailing them too often. Try adjusting your content or sending emails less frequently.

3 benefits of responsive email templates

  1. A shortcut to creating content at scale: A template saves you time and effort because it doesn’t require you to learn code or build your emails from scratch.
  2. Better email deliverability: Responsive email design leads to a friendlier viewing experience for everyone. This minimises the risk of your emails will end up in the spam folder.
  3. More conversions: Responsive email templates help make sure your emails look great on any device, thanks to accessible CTAs, scalable images, and easy-to-read text. By including these elements in your emails, you make it easy for your subscribers to read and take action, such as clicking a link or making a purchase, ultimately driving higher engagement and more sales.

Build responsive and engaging emails with Klaviyo

A marketing automation platform like Klaviyo has everything you need to make your emails responsive. With email design templates and a drag-and-drop editor, you can easily create and customise templates to suit every industry and purpose.

Sign up for Klaviyo to make sure your emails are always mobile friendly and converting subscribers no matter which devices they’re using.

Additional resources