I've just recieved an email from John Lewis, I like the way the responsive content adaps. I've had a look at the code and can't quite work out what they are doing but think they are swopping content by using bg images. I then noticed that all copy within the email is contained within the images. I'm just wondering if this is now an ok practice? As I was informed that best practice was to insert as much copy as code. here is a link to their email http://view.eml.johnlewis.com/?j=ff2710757d63&m=fe8912727d600c7b71&ls=fe8e11747263057b76&l=ff981576&s=fe9311747263057e74&jb=ff2f11757562&ju=fec315797363007c&r=0