Studies vary, but it’s fair to say that the pendulum from mainly desktop to mobile readership is firmly leaning towards the latter. I predict this to continue to grow, slowly, but steadily over the years to come. With this in mind, it’s now rare to see an email that isn’t mobile responsive.
As the pendulum continues to swing in this direction, you will start to see emails that are designed exclusively for mobile, that don’t look exceptionally great on desktops. I’ve started to see emails that look more akin to a mobile-looking email (single column, large text, less copy, large buttons etc) that are clearly designed with the mobile reader in mind.
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