For a couple of month already IKEA have this simple but great newsletter layout. Not responsive, not fluid, not adaptive… just mobile 500px !
I love this format because it is simple and easy to use. No hassle displaying content whatever device I have and finding quickly information when I’m switching devices (which happens especially when it comes to coupons like here). Here you go:
Nowadays we know that brands need to invest into UX rather then expensive storytelling, because there is a brand experience! While users more then ever are interacting with brands on different channels and devices… the haptic, the digital experience is becoming the real storytelling. So to become a love brand: throw away the image film and build a consistent digital experience across all touch point.
The 2nd argument is coming from the complexity of digital processes and production. It force us to keep everything simple. Everywhere. Only if we avoid unnecessary complication (MVP concept), we will be able to deliver our products with the good UX, the right content and on time. Using a single Newsletter template will strongly increass your production capabilities and give more room for content strategy and creative automation.
And now the biggest argument, why brands better go for mobile only newsletter design: data. Because whatever segmentation and filters you apply, whatever data strategy or modeling you are following, the more flexible your newsletter modules and elements are, the best it will fit into the next steps of your 1:1 communication roll-out.
So there is actually no real debate if an adaptive newsletter design would make the brand look a little more premium because we are not talking about look and feel, but about user experience. A great user experience is the #1 KPI. This is what brands need to provide in digital world.