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I don't think it's necessarily an either/or.

If I go to the Washington Post website, it obviously has a distinctive style that is different from other newspapers. If I download a Washington Post mobile app, it's got that same distinctive style.

Why should the email experience be inconsistent with the style of those other digital applications?

What might seem like a silly, arbitrary "5 pixels to the left" style choice to you can be extremely useful in helping email users distinguish between a trusted brand, like a newspaper they subscribe to, and a knock-off or spam message. When plain text is the only cue, that's somewhat harder to do.




If you feel that is a distinguishing factor between spam and corporate spam, you are quite simply wrong. The layout of an email means less than nothing for authenticating the source.




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