Rocky Horror Picture Show is a famous rock-opera which takes the viewer on a wild ride through 24 hours with one seemingly innocent couple in love. Oh yeah, things get a bit warped when they meet Dr. Frank-N-Furter and his staff from Transylvania (spoiler alert - a.k.a outer space).
Another great musical reference from a time before cell phones could be held in one hand, would be The Human League's "Don't You Want Me."
Why am I mentioning these?
Both the film and the song have the strong male character not understanding why the lady is not feeling the same way. They are pouring their hearts out to their love and not really getting anywhere.
Well, sometimes that is how I feel with email, or more specifically, mobile email.
I know there are different ways to code for mobile email, but they have different outcomes.
Responsive
You were my first love. I really mean it. Responsive did come first for me, but even though Gmail allows for media queries now, not all of the 4,000+ Androids do. Therefore, if not all of your subscribers use iPhones, you will want to look at other approaches.
Mobile First with Hybrid Coding, Fab Four Technique, Fluid, or Spongy
These approaches do not rely on media queries and are very flexible. And all are basically saying the same thing, or using the same type of coding.
To demonstrate this I thought I would put together my own little email Rock-n-Roll Opera!
Prerequisite
Watch the YouTube video so you have the tune in your head and then read the lyrics with the video.
Rock-n-Roll Opera about Mobile Email
You were workin' as an #emailgeek with mobile emails
When I met you
I picked you out, taught you about Microsoft Conditional Comments and Android hacks
Turned your code into something new
Now five years later on you've got the email world at your feet
VML has been so easy for you
But don't forget, it was Gmail's refusal to work with media queries who put you where you are
And they changed that too
Don't, don't you want me?
You know I can't believe it when I hear that you're ignoring the Outlook 2013 DPI issue
Don't, don't you want me?
You know I don't believe you when you say that Lotus Notes looks fine
It's much too late to inline
You think Google Fonts are fine
You'd better change it back or Outlook will make you sorry
Don't you want me, baby?
Don't you want me, ohh?
Don't you want me, baby?
Don't you want me, ohh?
I was working as an #emailgeek with mobile emails
That much is true
But even then I knew I'd find a much better approach
Even with or without you
The five years responsive have been such good times
I still love email
But now I think it's time I code for all mobile devices
I guess it's just what I must do
Don't, don't you want me?
You know I can't believe it when I hear that you won't use responsive
Don't, don't you want me?
You know I don't believe you when you say that there are others more flexible
It's much too late to find
You think you've changed your mind
You'd better change it back or we will both be sorry
Don't you want me, baby?
Don't you want me, ohh?
Don't you want me, baby?
Don't you want me, ohh?
[x4]
Don't you want me, baby?
Is there a comforting hand-in-hand-into-the-sunset scene in the end?
Yes! There definitely is for this #emailgeek looking for the perfect mobile coding method.
After lots of research, I found that the Hybrid Approach was the one that provided the best code and email client support. Litmus' Jason Rodriguez discusses the pros and cons of this approach in the linked article above if you'd like to take a deeper look for yourself.
Is a rock-n-roll opera in my future, you ask?
Seriously, take a look at what mobile devices your subscribers are using to view your email campaigns every time you send something out.
- If they are true to Apple, then responsive will be the way to go.
- If you notice an addition of Android devices, then it is time to look into a mobile-first coding method.
