A third of email marketers still have not adopted responsive design, according to a Litmus report released Friday.
The email testing and optimization company polled 3,500 marketers in the 2017 State of Email Creative report to evaluate trends in email creative strategy. Although the majority of email marketers have now embraced some type of responsive email design — whether adaptive, hybrid, or traditional — the Litmus study suggests that a stubborn few have yet to adopt an email design that will be viewable on any device.
Unlike print or web design, email is uniquely constrained by the email client and screen size used to view it. Responsive design enables marketers to ensure their emails can always be viewed, but a lack of responsive design could result in unreadable content, such as images and GIFs being disabled.
Mobile rendering is now an essential component of email design, particularly as the majority of emails are now read on mobile devices.
Litmus also surveyed marketers on the top brands that inspire their email creative, aggregating the results to pinpoint the top 30.
30 Brands that inspire email marketers
15. Email on Acid
17. Really Good Emails
18. Kate Spade
19. Campaign Monitor
24. Code School
27. Action Rocket
30. Virgin Airlines