Why responsive emails matter for cart recovery

Mobile phones have become ubiquitous for consumers checking emails and doing online shopping. With a majority of people owning smartphones—77 percent of Americans own a smartphone, up from 35 percent in 2011—creating mobile-friendly online experiences is imperative for eCommerce store owners. This includes communicating with customers using responsive emails.

First, so we’re all on the same page, let’s define what responsive means. Responsive means that the same content and elements—whether it’s a website or an email—will move, shrink and adjust to optimize for the screen size it’s being viewed in.

This helps create a consistent experience for customers regardless of the device they use. Think of how annoying it is when you get a visually rich email but half of it gets cut off when seeing it on your phone. Responsive emails solve for that problem.

Emails are largely opened on mobile devices

Majority of people open emails on their mobile devices compared to on desktop. This means that as you send out emails regarding your eCommerce store, customers should be able to easily see and access information on mobile screen sizes.

This critical for emails that directly help grow your revenue, like the abandoned cart recovery emails. A responsive email makes sure that your customers see all the information, and that they have a positive interaction with your brand. This improves the likelihood of customers following through on their purchase.

Cross-device purchasing journey

Almost half of the times a cart recovery takes place, customers will open the email on a different device than where they would complete the purchase. A lot of us check emails on-the-go all the time (guilty of that myself!) but will come back to making a decision when we have more time.

This is especially true when it comes to purchasing decisions like the ones that customers would make from cart recovery emails. These emails provide cart regeneration to customers so they can pick up their shopping session where they left off on your store. A responsive design of your email helps facilitate this journey across devices.

Responsive emails on Jilt

Instead of worrying about designing emails or email templates that are responsive, you can use one of Jilt’s pre-designed templates for cart recovery. Jilt templates are responsive and adjust to various screen sizes. This means that a customer has a seamless experience interacting with the email across mobile, desktop, or tablet.

responsive emails test jilt
Send test emails to preview on different devices.

Jilt also allows you to send a test email so that you can ensure your email is readable from desktop or mobile devices. This will help you understand what your customers’ experience would be when they receive your email. This is especially helpful if you have a lot of text in your emails or have made customizations to one of the templates.

Once you preview the email, you can go back and make any adjustments that are necessary to make sure experience is not broken on any device.


Your customers view emails from your store on various devices, and often start a purchasing journey on one device before completing it on another. When you send cart recovery emails, it is likely that your customers will open it on a mobile device to begin their interaction.

Responsive emails that adjust to optimize for different screen sizes ensure that customers get the same information from the email regardless of which device they open it on. Jilt’s email templates are built with this in mind and provide recipients with a great experience on all devices.

Beka Rice
Beka Rice is the Head of Product at Jilt. She works on app improvements, integration plugins, helping merchants improve recovery campaigns, and shares tutorials on reducing abandonment or improving recovery on our blog.