Email design has changed radically over the years. Because it's had to. Because
on average, today, over 65% of your subscribers read your email campaigns on their phone.
Smart marketers think "mobile first".
- Font size - that pretty 10 pt font on a phone is verboten!
- Images - always size. Correct sizing means faster load. Make your readers wait for that huge image and you'll lose them.
- Layout - don't get too fancy. Triple columns on a desktop with tons of text may look and read fine. On a phone? If it doesn't stack, you'll need a magnifying glass. Stay simple.
- Text links or button links can both work - just make sure there's space for a thumb.