Mobile is a wildly popular topic in email design, which makes sense—emails opened on mobile devices have grown more than 400% since 2011, and mobile email opens hit the 50% mark in 2013. We’ve talked before about how important mobile has become to email marketers and the need to optimize campaigns for mobile audiences. But it’s not always clear which mobile email approaches (scalable, fluid, or responsive) work best for mobile audiences.

To make matters worse, many marketers are confused about what strategies actually exist. Eliminating the possibility of not doing anything at all, mobile email design can roughly be broken down into three categories:

  • Scalable Design
  • Fluid Design
  • Responsive Design

For marketers to choose the approach that best suits their needs, it’s important to understand the differences between these three approaches.