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Responsive Mailings: Waarom de helft van jouw ontvangers een nieuwsbrief niet goed kan lezen

14 May 2014 Rogier van den Berg 1 minute read

Nieuwsbrieven worden steeds meer op mobiele apparaten geopend. Op dit moment is dat maar liefst 47%. Het is daarom verstandig om je sjablonen hierop aan te passen.

Eerder schreven we al over responsive websites. Je wilt jouw bezoekers een optimale ervaring geven. Ongeacht het apparaat waarmee ze jouw site bezoeken.

Bij nieuwsbrieven is dat niet anders. Jouw doelgroep wilt op ieder device jouw mailing comfortabel lezen. Als dit niet goed is geregeld, moet de ontvanger bijvoorbeeld van links naar rechts scrollen of zijn letters te klein.

Niet responsive

Het is niet mogelijk een e-mailsjabloon écht responsive te maken voor al je ontvangers. Zo ondersteunt de mobiele Gmail-app of de iPhone Mailbox-app geen responsive user interface. Kort gezegd, een nieuwsbrief 'responst' dus niet in alle mobiele apps.

Wel leesbaar

Wél hebben we een manier waarop e-mail goed leesbaar wordt op verschillende devices. Daarmee is jouw mailing dus óók onderweg goed leesbaar op een mobiel of tablet. Bij het opzetten van het sjabloon gebruiken we alle middelen die binnen de techniek mogelijk zijn. Zodat het voor de verschillende soorten (mobiele) ontvangers zo leesbaar mogelijk wordt.

E-mail op desktop en op mobiel
Bron: litmus.com

Hoe doen wij dit?

De regels voor het uitwerken van een website sjabloon gelden niet voor een e-mail sjabloon. Daarnaast hebben sommige e-mail clients 'last' van specifieke eigenaardigheden. Zo negeert de Gmail app ingestelde breedtes of voegt Outlook zelf enters toe in lange e-mails. We houden hier rekening mee bij de ontwikkeling van nieuwsbrief-sjablonen.

Om alles toch zo goed mogelijk te laten werken, ontwikkelen we sjablonen van groot naar klein. Desktop first en maken we gebruik van technieken die werken bij de specifieke verschillende clients.

Zijn jouw nieuwsbrieven al goed leesbaar op mobiel?

Misschien zijn jullie e-mailsjablonen op dit moment niet goed leesbaar op mobiele devices. Heb je er interesse in dat wij hier eens naar kijken? Neem dan even contact met ons op.

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