Increase Your Click Rates

Use responsive email templates

Responsive design makes emails render well on a variety of device screen sizes and email clients (Outlook, Gmail, Yahoo!…). Today, a large majority of emails are opened on a mobile device. If you don't have responsive designs, you’ll be providing a poor user experience to those “mobile openers”, and they won’t be clicking on your email campaigns.

Choose an Email Service Provider (ESP) that offers a responsive email builder to automatically design marketing emails (as well as transactional emails) that display perfectly on the screens and email clients of all your subscribers. You can also take advantage of a tool like Inbox Preview to make sure your email templates look good everywhere. This will help you dramatically improve your click rate.

How to design a responsive email template

With a responsive email builder, you won’t have to worry about things like media queries or CSS. The email builder will take care of these things for you. However, there are other elements that might interfere with the end result, which you should keep in mind:

  • Opt for a single-column layout for your email designs. This will ensure that web browsers and major email clients display the content of your email newsletter in the right proportions, and that you won’t have to re-adapt the design to smaller screen sizes.

  • Choose appropriate image sizes to make sure they display properly and adapt to any device. In case those images do not render correctly, always add an alt-text (alternative text) to tell users what they’re supposed to see. 

  • Make sure your call-to-action (CTA) buttons are clearly visible and big enough so everyone can easily click on them on mobile devices. If you have multiple links or CTAs, space them sufficiently apart from each other. 

  • Hierarchize and prioritize content so your emails can be easily read, even on small screens. And opt for a standard font available on any device, like Arial, Georgia, Times New Roman or Verdana.



Responsive designs get a 24% increase in mobile clicks vs non-responsive designs. This is why using a responsive email builder will help you increase your emails performance.

Mailjet by Pathwire logo

“Even if you're doing your best to offer the best result on all email clients, you have no control over the rules defined by those clients. This is why it’s very important to use an Inbox Preview tool to test your email across all of the email clients your audience is using to make sure they’re seeing your message the way you expect them to.”

Fatima Zahra Hazzaz

Product Marketing Manager




Pro tip

If you have technical skills and you’re coding your email templates, use the open-source language MJML. MJML is responsive by design on most popular email clients. Write less code, save time and code more efficiently with MJML’s semantic syntax.

You might also like

Want to know more about how you can apply these email growth tactics to your business?