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Marketers Must Adapt Their Email Designs to Mobile and Facebook Messages

New Guide Highlights Best Practices in Email Design and Coding to Ensure Marketers Are Optimizing the User Experience via Email, Mobile and Social Channels (May 11, 2011)

SAN BRUNO, CA -- (Marketwire) -- 05/11/11 -- Responsys, Inc. (NASDAQ: MKTG), a leading provider of on-demand email and cross-channel marketing solutions, today announced the release of the Responsys 2011 Email Design & Coding Recommendations guide, which addresses the design impact of smart phones and Facebook Messages on email marketing campaigns.

The first of its kind, this guide offers marketers valuable design recommendations for HTML, mobile and text emails, including specific best practice coding guidelines, to ensure marketers' emails meet the needs of consumers, perform well on mobile devices, achieve higher inbox deliverability rates, and optimize the user experience via email, mobile and social channels.

"Due to a lack of standards, and spotty HTML and CSS support, email design has always been considerably more challenging than website design," said Aaron Smith, Vice President of Campaign Services at Responsys. "Now, with the growing trend toward subscribers reading emails on mobile devices, there's a whole new set of design concerns."

"The rollout of Facebook's new messaging platform, Facebook Messages, will also start to significantly affect email design by boosting the importance of text email design," said Chad White, Research Director of Responsys. "Facebook Messages displays the text version of an email by default and we expect few subscribers to bother opening the HTML version. Marketers need to address this when planning their campaigns."

The Email Design & Coding Recommendations guide includes advice on:

  • optimizing HTML email components such as the preheader, navigation bar, recovery module and footer, among others.
  • mobile-friendly file sizes, email widths, button sizes and landing pages.
  • elements to include and leave out of a text email, and how to handle calls-to-action.
  • HTML and CSS coding to avoid and fixes to rendering issues caused by Gmail, Yahoo, Outlook 2007 and 2010, and the iPhone and iPad.

"The email environment is always in flux, with consumer habits constantly evolving and ISPs regularly rolling out new innovations," said Ed Henrich, Senior Vice President of Professional Services at Responsys. "This guide provides up-to-the-moment guidelines and recommendations that will help email marketers adapt to the key changes that will dominate 2011."

For more information on email design and coding best practices, download the Responsys 2011 Email Design & Coding Recommendations guide.

About Responsys
Responsys is a leading provider of on-demand software that enables companies to engage in relationship marketing across the interactive channels customers are embracing today -- email, mobile, social and the web. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency, and strengthen customer loyalty. Responsys' New School Marketing vision, flexible on-demand application suite, and customer success-focused services aim to deliver high ROI, increased levels of automation and fast time-to-value. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys serves world-class brands such as: American Family Mutual Insurance Company, Avis Europe, Continental Airlines, Deutsche Lufthansa, Dollar Thrifty, Lands' End, LEGO, Newegg, PayPal, Qantas, and Southwest Airlines. For more information about Responsys, visit

Kimberly Canedo
Responsys, Inc.
(650) 745-1720
Email Contact

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