Have you ever planned to send out a cool email only to be disappointed with the way it turned out? HTML emails can be really attractive, but they can also be problematic. Why is that? and how can you avoid disappointment?
First of all, what is an html email? To put it simply, it’s an email that uses html code (like what’s used for web pages) to create an aesthetically pleasing email. The problem comes in because not everyone uses the same email servers and browsers. So, the look you intended may never be seen by all of your recipients.
For example, some email services won’t automatically download pictures in an email; they require the recipient to click to download. That may not seem like a big deal, but if your recipients get a lot of email, they may not take the time to download the pictures if there’s not something else about your email that catches their interest.
With this in mind, plan for the lowest common denominator. Your designer should be able to help with making the email readable by a wide array of email clients, but keep in mind that someone will probably still be left out. Since that is the case, you will want to be sure that a plain text email is also provided for those who just don’t like to receive html emails, and you also need to be sure that your subject line catches your readers attention, giving them a reason to click if necessary.
We think if you keep your expectations realistic, your experience with html email can be very rewarding. Happy sending!
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Disclosure of Material Connection: The Winn Group has not received any compensation for writing this post. We have no material connection to the brands, products, or services that we have mentioned. We are disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”