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I'm not telling it right

Email responsibly... using text as much as possible

The rise of smart phones really knocked the email newsletter on its ear. We had all gotten used to having elaborate graphics, which arose from a real desire for beauty, at least on my part. But now the graphics in an email need to be completely justified. In a way, it has made my life easier. I'll miss gorgeous multi-column layouts like you see at However, the rise of the simple solution is a good thing. Fewer words, fewer pictures... make them count. Tq130305md

Campaign Monitor: Should email be 99.9% typography, too? 2013-Feb-13, by Ros Hodgekiss

...while multi-column layouts can break and images fail to load, there's one design element that never fails get the message across - type.

Now, we're not talking about devolving into sending plain-text email here - although as far as consistency goes, nothing can beat it. What we have in mind is a greater emphasis on creating reliable, responsive experiences by taking a type-first approach to email design.

This thinking can be attributed to a similar trend that's happening on the web, where designers are foregoing fancy layouts for simpler, more device-independent designs. As James Young observes in his post, "The responsive web will be 99.9% typography"