Why Do My Emails Render Differently Across Devices?

Hola amigos,

Have you ever sent an email that looked different depending on what Email Service Provide (ESP) you're using and what device you're on?

The reason is simple: every email has 15,000+ different rendering previews.

The way your email displays is impacted by a contact's:

• Operating system

• ESP (E.g. Gmail, Apple Mail, Outlook)

• Screen size

• App vs web-based email clients

• Images enabled vs blocked

This is, in large part, why so many email marketers despise Outlook — it seems to always render emails differently than Gmail or Apple Mail.

So what can be done about this? How can emails look consistent across operating systems and devices?

Step One: find out how your contacts are reading your emails.

According to Litmus, the top ESPs heading into 2022 were Apple, Gmail, and Outlook.

No one was surprised by this.

That said, you should look to see if your marketing automation service (E.g. Mailchimp) offers breakdowns on what ESPs and devices your contacts are using.

Once you know that, make sure you're doing inbox previews for the top 3-5 ESPs.

Step Two: follow best practices for email marketing.

This is why email marketers drone on about best practices, alt text, and not making an email out of a giant image(s).

Not following these basic protocols will lead to nightmarish analytics and a lack of success for your email marketing programme.

Here are some past posts I’ve made that highlight a variety of best practices:

• Here's How To Keep Your Emails Out Of The Spam Folder

• Can You Read This Email?

• How To Clean A Dirty Email List

• Never, Ever, EVER Send An Email Like This

Lastly, I’ll say this.

The surest way to have your email show up consistently across ESPs and devices is (for 99% of people) to keep the design simple.

Title > Image > Subtitle > Body Copy > Call to Action > Repeat

Adios,Andrew

*Connect with me on LinkedIn*

Let’s chat. I have room to take on one more email marketing client for 2022. Book a 15-minute chat with me and let’s talk about crushing your goals heading into the holiday season and 2023.

Click here to book a call >

Other Kickass Content

✍️ Your moral obligation as a writer by Eddie Shleyner

😩 The solution to boredom is building by Dan Koe

❄️ Planning for this holiday season by Modern Marketing Blog