Definition
Responsive email uses CSS media queries and percentage-based widths to create a single design that works across all screen sizes. Adaptive design uses fixed-width layouts at specific breakpoints (typically 600px for desktop and 320px for mobile). Responsive is more common and flexible, but can be harder to make work across all email clients. Adaptive is simpler to develop and more reliable in Outlook, but requires maintaining multiple layouts. Most modern email designs use a hybrid approach: responsive fluid grids with fallback fixed widths for clients that do not support media queries.
Related Glossary Terms
Accessible CTA (Email)
An accessible CTA is a button or link coded with sufficient colour contrast, visible focus states, descriptive screen-reader text, and a minimum touch target of 44×44 pixels.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Dark Mode
Dark mode in email refers to how email clients render messages when the recipient has dark mode enabled. It affects colour display, image rendering, and readability. Designers use CSS media queries and hybrid coding techniques to control the dark mode appearance.
Drag-and-Drop Email Editor
A drag-and-drop email editor is a visual interface that allows marketers to build email layouts by dragging content blocks into place without writing HTML or CSS code.
Dynamic Content
Dynamic content in email refers to content blocks that change based on subscriber data, behavior, or preferences within a single email send.
Email Accessibility Guidelines
Email accessibility guidelines ensure emails are usable by people with disabilities, following WCAG standards for screen readers, colour contrast, keyboard navigation, and readable content.