DMA: Data and Marketing Association
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Course Details

Mobile-Friendly Email Design

Learn the differences between responsive design and its mobile-friendly alternatives, and determine which is the best approach for your business.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Ignoring mobile optimization is not an option for today’s marketer. Proactively optimizing for various devices – including content and offers targeted to the mobile mindset – can take your campaigns and results to the next level. It takes people, process and technology to go responsive – and with the Mobile-Friendly Email Design course, you will no longer be in the dark when it comes to the right approach for mobile-friendly email.

Our instructor will walk you through the different requirements for each type of mobile email design: responsive, fluid, narrow, scalable and hybrid. This course examines the pros and cons of each, and will help you to ascertain the proper business priorities to keep in mind when determining your mobile email strategy. Issues like content, image and design, platform restrictions and other technical requirements are all essential pieces to the mobile email puzzle, and are a must know for anyone undertaking a responsive design project. These and more are covered in this course.


  • The importance of mobile-friendly email
  • Mobile-friendly design options and pros and cons of each
  • How to determine which approach is right for your organization
  • What’s involved in a responsive email design project
  • Planning your device, content and design strategy
  • Testing and measurement tips


Linda Bustos
Co-Founder and Managing Partner Edgacent Read Biography »

Section 1: The Case for Mobile-Friendly Email

  • The State of Mobile Email
    • Traditional HTML Email Templates
    • Traditional Email on iOS
    • Traditional Email on Android
    • When Email Isn’t Optimized
  • The Benefits of Mobile Email
  • Your Mobile-Friendly Design Options
    • Fluid Design
    • Scalable Design
    • Narrow Design
    • Responsive Design
    • Hybrid Design
    • Pros & Cons of Designs

Section 2: Determining the Right Mobile-Friendly Email Approach

  • Business Requirements
    • Your Template Mix
    • Determining Your Strategy
    • Brand and Budget
    • People and Process
  • Design and Content Requirements
    • Mobile v desktop mindset
    • Tools and Technology
  • Technical Requirements
    • Hybrid Design
    • Building Your Template
    • Template Builder Example
    • Evaluating Template Builders

Section 3: Mobile-Friendly Email Design and Execution

  • Device Strategy
  • Content Strategy
    • Content Image Strategy
  • Design Tips – Dos & Don’ts
    • Best Practices
    • Image Selection
  • Testing & Measurement Tips
    • Test Design
    • Key Metrics

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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