Depending on your design needs, you can build mailing templates in two different ways: as mobile-optimized templates or as responsive templates. Let’s look at the differences between these two styles.
As their name suggests, mobile-optimized templates are designed to render correctly on mobile devices (like cell phones or tablets). However, the name can be a bit misleading because mobile-optimized templates also work extremely well on desktop devices too.
Mobile-optimized templates are, essentially, static templates – their formatting will not change based on the viewing device (mobile devices or desktop computers).
EXAMPLE: If a mobile-optimized template contains one column of text, this column will be preserved across multiple devices, email clients, etc.
Responsive templates will respond to match their viewing environment’s screen size.
EXAMPLE: A story layout with two columns of text will automatically rearrange to a single column on a mobile device.
By their nature, responsive templates are a bit more complicated than mobile-optimized/static templates, and they generally require a design-savvy user to create. For example, to build a responsive template, you will need to select the HTML5 DOCTYPE and you will need to make modifications to the HTML Head Tags.
WARNING: Responsive design does NOT work on all email systems – some email clients will not support this function.