Device Visibility lets you choose whether specific email content appears on mobile, desktop or both. It's handy when certain elements or layouts should only show on one type of device, without deleting them from the email. You can also combine Device Visibility with Mobile Formatting and Conditional Visibility to build more flexible, responsive emails.
What is Device Visibility in the Email Builder?
Device Visibility controls whether an email element or layout is shown on desktop, mobile or both. It's a display setting, so hiding content for a device doesn't delete it from the Email Builder.
You can use Device Visibility to:
Hide an element on mobile.
Hide an element on desktop.
Show separate desktop and mobile versions of content.
Hide an entire layout for one device type.
Stop complex desktop layouts from appearing on smaller screens.
ZipLeads email elements are responsive by default, so Device Visibility works best when content shouldn't appear at all on a specific device.
Key benefits of Device Visibility
Device Visibility gives you more control over what recipients see on different screen sizes, without needing separate email campaigns.
Device-specific content: Show different content on mobile and desktop when needed.
Cleaner mobile layouts: Remove non-essential or overly complex desktop content from smaller screens.
Simpler responsive design: Use separate layout versions when one design doesn't work well across devices.
Flexible content management: Hidden content stays in the builder, so you can still edit or reuse it.
Better control: Combine element visibility, layout visibility and Mobile Formatting for more precise responsive email design.
Element Visibility vs. Layout Visibility
Element Visibility and Layout Visibility work at different levels of your email. Picking the right one helps you avoid doubled-up settings and makes troubleshooting easier.
Element Visibility
Use Element Visibility when only one piece of content should be hidden.
Examples include:
Text
Images
Buttons
Dividers
Icons
Other supported Email Builder elements
For example, you might hide a decorative banner on mobile while keeping the rest of the section visible.
Layout Visibility
Use Layout Visibility when a whole group of elements should be hidden together.
This is useful when:
A desktop layout has multiple columns.
You've created a separate mobile-friendly version.
A complete promotional section should only appear on one device type.
If a parent layout is hidden for a device, the elements inside it won't show on that device, even if their own element visibility settings are turned on.
Device Visibility vs. Mobile Formatting
Device Visibility and Mobile Formatting solve different problems. Use Device Visibility when content shouldn't appear at all on a device.
Use Mobile Formatting when content should stay visible but look different on mobile.
For example:
Hide a decorative image on mobile → use Device Visibility.
Keep the image visible but adjust its spacing → use Mobile Formatting.
Hide a desktop-only CTA → use Device Visibility.
Keep the CTA but change its alignment or mobile styling → use Mobile Formatting.
Device Visibility vs. Conditional Visibility
Device Visibility controls content based on the recipient's device. Conditional Visibility controls content based on contact information or other supported conditions.
Use Device Visibility for:
Desktop-only content
Mobile-only content
Device-specific layouts
Use Conditional Visibility for:
Contact-specific content
Personalised messaging
Content shown or hidden based on contact fields or rules
For more advanced personalisation, see the Conditional Elements documentation.
How visibility settings work
Visibility settings decide which content ZipLeads includes for each device. Always check both the element and its parent layout, because the layout's setting can override the element's.
Visible on Desktop and Mobile
Use this when the element or layout should appear everywhere.
Hidden on Mobile
Use this when the content should appear on desktop but not on mobile.
Hidden on Desktop
Use this when the content should appear on mobile but not on desktop.
Hidden Layouts
When a layout is hidden for a device, the content inside it doesn't show on that device. If a layout is hidden on both desktop and mobile, it isn't included in either view.
ZipLeads uses visual cues, such as greyed-out device icons, to show when a layout is hidden for a device.
Common device-specific design patterns
Device Visibility is most useful when mobile and desktop really need different content. Avoid making separate versions of every element when normal responsive behaviour already works.
Simplify a complex desktop layout
For example:
Desktop
Three-column promotional layout
Mobile
Separate single-column layout
You can:
Hide the desktop layout on mobile.
Hide the mobile layout on desktop.
Hide non-essential decorative content
Large decorative images or banners can take up too much space on smaller screens. Hide them on mobile while keeping the main message and CTA visible.
Create device-specific calls to action
If a CTA needs a different layout or look on mobile, create separate versions and use Device Visibility to show the right one.
Best practices for Device Visibility
Device-specific content should make your email easier to use, without leaving gaps in the message or hiding information recipients need.
Use responsive design first, before creating duplicate desktop and mobile content.
Only hide content that's genuinely unnecessary on that device.
Check the parent layout's visibility when troubleshooting an element.
Keep critical campaign information available on all relevant devices.
Don't hide compliance or legally required content.
Test both device versions before sending.
Don't hide required information such as:
Unsubscribe links
Required business details
Legal notices
Essential pricing or terms
unless equivalent compliant information stays visible.
How to hide an email element on mobile or desktop
The Visibility settings let you control what shows on each device without deleting the element from your email.
Go to Marketing > Emails.
Open an existing campaign or template, or create a new one.
Open the email in the Email Builder.
Select the element you want to set up.
Open the Visibility tab.
Find the Device-Based Visibility settings.
Choose whether the element should be visible on:
Desktop
Mobile
Both
Turn off the relevant device where the element should be hidden.
Save the email.
Preview both the Desktop and Mobile versions to check the result.
How to hide an entire layout
Layout Visibility is useful when several related elements should be hidden together, rather than setting up each element one by one.
Select the layout you want to set up.
Open the layout's Visibility settings, or use the device visibility icons.
Choose whether the layout should appear on Desktop, Mobile or both.
Check that the device icon shows the hidden state.
Save the email.
Preview both device views.
Remember: if a layout is hidden for a device, the visibility settings of the elements inside it won't override the parent layout.
How to preview and test visibility settings
Preview lets you check the layout in the builder, while a test send shows you how the email looks in a real inbox.
Preview Device Visibility
Open the email preview.
Review the Desktop view.
Review the Mobile view.
Use the Tablet preview as an extra layout check.
Confirm that:
desktop-only content is hidden on mobile,
mobile-only content is hidden on desktop,
layouts appear as intended,
important content is still available.
Send a test email
After previewing:
Use Send Test.
Send the email to a real inbox.
Open it on both a desktop and a mobile device.
Check that the visibility rules work as expected.
Test emails keep supported visibility settings, so they're a great way to check real-world results before launch.
Frequently Asked Questions
Q: Does hiding an element delete it from the email?
No. Device Visibility only controls whether the content appears on a device. The element stays in the Email Builder, so you can keep editing it.
Q: Can I hide an element only on mobile?
Yes. Turn off mobile visibility and leave desktop visibility on.
Q: Can I hide an element only on desktop?
Yes. Turn off desktop visibility and leave mobile visibility on.
Q: Can I hide an entire layout?
Yes. ZipLeads supports device visibility for layouts as well as individual elements.
Q: What happens if the parent layout is hidden?
Elements inside that layout won't show on that device, even if their own visibility settings are turned on.
Q: Is Device Visibility the same as Mobile Formatting?
No. Device Visibility decides whether content appears. Mobile Formatting changes how visible content looks on mobile.
Q: Can I use Conditional Visibility with Device Visibility?
Yes, where supported. Device Visibility is based on the device, while Conditional Visibility uses contact data or other conditions. Check both settings when troubleshooting personalised content.
Q: Why is an element still hidden even though its own visibility is turned on?
Check the parent layout. If the layout is hidden for that device, the elements inside it won't show.
Q: Do visibility settings apply to test emails?
Yes. Supported visibility settings are kept in both test and live emails.
Q: Does hiding an element leave blank space?
This isn't defined the same way for every element. Preview your email and send a test to check the spacing for your design.
Q: Does hiding a linked element affect click tracking?
Tracking behaviour for hidden linked elements isn't clearly defined. Test your campaign before relying on device-specific tracking.