They take on many forms such as a signature, a monthly newsletter or even an unrequested email shot. HTML emails are as common as physical junk mail.

Are they easy to create? Well there actually not. 50% of web design knowledge goes out of the window when designing a HTML email. Unlike websites the technology of email design hasn’t really moved anywhere, in fact I find that it’s a lot more technical then building a website. It’s like having your hair cut with a knife instead of a pair of scissors. It’s doable but inefficient and limited. If you practice though, you can achieve what’s required. Essentially you’re going back to basics.

Do they work? Yes they can, if executed well but there are 100’s variables to consider which can affect the outcome of your HTML email. Each email client reacts differently to a HTML email. The final HTML email you create may not be the actual email the recipient sees. Some email clients don’t even allow HTML emails so how do you overcome this……….. With good design.

Design & development – I always say it but on this occasion it’s actually the make or break element in your campaign. “Design is the most important factor of the HTML email”. Without a professional design, the email will not even be viewable so here’s what to do.

Correct formatting -You have to go back to basics and preferably hand code the email using inline formatting and tables. Without this method your email will not appear as it should be or it may not even show up at all.

Text – Create the main text in “text format” so the content is always readable by both disabled users and the variety of email clients which don’t accept HTML emails. Do not embed the main text in an image, it lowers the chance of your email being viewed.

Place a “can’t see, click here to view link” at the top of the email to counteract any email client which does not read HTML emails. Upload your email to your server and keep it there. It acts as a backup copy as well.

Images - Images are not sent with the email like an attachment. They should be uploaded to your server and linked to via HTML. The email then pulls in the images for display. Make sure all your images contain alt tags. Just in case the image doesn’t appear, it can be replaced by text instead. It also helps disabled users to read through your content.
Use good graphic design to make it an eye-catching email.

Subscribe & Unsubscribe - Make sure you have these links so people can opt out or in of your emails. It’s a requirement!

Layout

Another variable introduced by email clients is the size of display. This variable is also affected by monitor sizes and resolution. Someone may have a 19inch screen at 1024×768 whilst another may have a 12″ laptop screen at 800×600. This means the size of the display the email has fit into can change from one user to another and ultimately your email may look different from user to user. To ensure your email is displayed and viewed correctly, it should be no wider then 600 px in width, preferably 500px to be safe.

Email shots seem to follow the same method of layout because the design capability is limited. You also have one quick chance to catch the reader’s attention and make your pitch so the typical method is probably the best method, “a one column scrolling down sales pitch.” The key is to be specific with your TA. Make it relevant and credible, not spammy in any way.

Distribution

Lists – You need someone to send the email to. You can do this in one of three ways.
1- your own subscriber list
2- buy a list from a list company
3- Buy a list from a company who will also send your email for you.

If you have your own list then you may be interested in getting your own software to send the email out on your own. There are also some free versions but have limited capabilities.

Buying a list ultimately means you are spamming. You are not allowed to send emails to anyone who has not specifically given you their email address and consent to do so. This can get you blacklisted. In saying this many still buy lists and run successful email campaigns so just be careful in your selection

Hiring a company to send your list can be helpful. They take the risk of being blacklisted but have ways and means around that. They also provide stats on how your campaign is going.

Testing - Test your email. Open an account with various email clients and Send it to your address such as hotmail, yahoo, outlook, horde, and others to see how the appearance comes out.

Some examples of good HTML emails: