This month we’ve taken a closer look at three emails that arrived in our inbox and how they worked across desktop and mobile, all thanks to clever content hierarchy and clear, bold design.

Knomo

Subject line:  Seize the day, savour the moment – Stay on trend when on the go

This is a lovely and simple email with a single-column featuring three main products. The simplicity of the email means that it scales easily to different screen widths. And with so few changes between the desktop and mobile, the experience is the same across all devices. Each product block is a single link, so it’s really easy to navigate through to the site. We also really like the three points of customer reassurance at the bottom – delivery, warranty, and returns – addressing common barriers to buying.

NatWest

Subject line: [title] [last name], don’t miss out on Rewards

Put aside for the moment the amount of legal copy from a financial email, and this is a nice example from NatWest. Their mobile layout manages to keep everything without losing details or hierarchy. Their call-to-action stands out amongst all the copy, and the row of seven household bills and iconography folds neatly in to a 3×3 grid.

River Island

Subject line: Can you live without these shoes?

This email from River Island is much more complex and pushes quite a lot of content. To make sure the right message is prioritized on each device, they’ve put some special effort in to the hierarchy of content.  The central hero image on desktop takes precedence and so appears first on mobile, while the other blocks keep their positions in a grid below. Each group is then also color coordinated – the women’s shoes and bags use a peach to group them together, while guys’ shoes are in gray and the kids’ are in blue. They’ve used the subject line and preheader really well – the preheader adds value by answering the question posed in the subject line. They’ve also hidden the preheader on the mobile version so it doesn’t take up valuable space.

Do you have any great examples of mobile-optimized emails this month?

Last updated: Mar 23, 2016  Alchemy Worx

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