Since it’s a skinny design, it may not look great on desktops.The drawbacks of using single-column emails are: With a standardized, sequential flow of information, you can focus your message and give subscribers a CTA at the end.Single-column emails are easy to optimize for mobile consumption.It uses a clear hierarchy with the most important information at the top and standard scrolling regardless of the client.The major benefits of single-column emails include: People have shorter attention spans now than ever before, meaning you’ll want to create engaging content, no matter what layout you choose. You can still use single-column layouts to design stunning looking campaigns. Pros and cons of single-column email designs You can’t predict which platform someone will use to access your emails, so you’ll want to make sure you design content that looks great, whatever the client. Two-column (or multi-column) emails respond to the different clients and devices customers use to open your content. On average, subscribers now open at least 50% of all emails on their mobile devices. Improvements in email clients, on the other hand, made it possible to use two-column, responsive emails in your marketing campaigns. As every email client (mobile, web, or desktop) uses different implementations of backend code to show the content, it was easier to design uniform marketing campaigns for different devices with single-column emails. Single columns were the standard for many years. It uses a single table in HTML code, so the content scales and fits easily within any screen size. What are emails with single-column or two-column layouts?Ī single-column email has a set order and hierarchy, no matter which device the subscriber uses to view the content.
Different column layouts work better for different types of campaigns, so you’ll want to check that the one you choose works for your list of subscribers. With improvements in HTML designs, you have many options available. Before you send out your first marketing campaign, you’ll need to decide on the layout of your content.
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