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This video covers a few main points:
# Coding structure
- It doesn't matter, don't worry about directories and junk, you want to get this done fast and dirty.
- Don't be fooled into thinking that you need to use tables. That's an outdated practice and is only useful for creating multi-column layouts, which are themselves, not a great idea...
- Keep in mind that your head and body tags will likely be stripped by the email client. This makes style tags a nice-to-have, but you can't rely on them.
- Which makes @media queries unreliable also.
- Which means that a good responsive email is naturally flexible, and laid out in a single column to begin with.
- All of your styles need to be inline. But that does not mean that you need to write them that way.
- Use mailchimp's css inliner to move the css inline after you are done creating it using what ever method you prefer. I use SASS. Like a boss.
# Mobile first messaging
Email designers and senders really need to understand and accept that a large majority of their emails will be opened up on a mobile device. I've described how I design for one flexible width column. But this also means keeping your content mobile-first.
- One clear message.
- One clear call to action.