HTML Email Marketing Best Practices

21 Tips to Improve Email Delivery Rates

Are you wondering if you should be sending HTML or text-only newsletters and correspondence?  Often there is more energy and passion applied to the graphic design, (which, if incorrectly designed, has about a 70% chance of never making it to your recipient), than there is to the content, personalization headline and call-to-action elements combined. 

If not done correctly, HTML email delivery rates can be sub optimal, so we’ve pulled together this short paper to help email marketers avoid some of the pitfalls and potholes and get their masterpiece delivered to the recipients’ inboxes.

Heads Up: It’s not as Easy as it Looks
4 of 5 HTML emails are not W3C compliant.  In many browsers, this causes an email to not render properly and makes the message undeliverable, especially with MSN, Hotmail and Yahoo.  Why?  One security hack that spammer rely on is to use invalid or broken HTML in order to hide their actual email payload message.  So, if you do use HTML code in your messages, you should plan to take the extra time (or pay a designer) to get it right.

Developers should also note that designing HTML for the Web and designing for emails is totally different.  Many web designers want to do cool stuff like, use flash, graphics, java scripting, etc.  But these are not always the best for use with emails.

Poor Rendering Kills Dialogue
One goal for email correspondence is to develop a dialog with your prospects and customers, but poor email rendering (as a result of incorrectly structured HTML) can stop a ‘conversation’ in its tracks.  In 2007, the Email Experience Council  studied a sampling of 1,000 emails from both B2B and B2C customers and found that 21% of the emails appeared completely blank while 28% showed relevant content but did not have any working links. 

Think KISS - Keep it Simple …
Unlike the same-named 70’s excess rock band, HTML-formatted correspondence is best when it is simple and uncomplicated.  Extraneous images, overly complex graphics and complex table layouts all increase the chance of making mistakes in your HTML code, and as far as many SPAM checkers are concerned, poor HTML code can be a flag.  Embedding too many graphics and rich media also bloats the size of your email, which isn’t nice either.Specific Advise:  Rather than embedding rich content directly into your HTML layout, store your rich media content on your site (or on custom, targeted landing pages).

Size Matters
Keep any graphic images to a maximum of about 600 pixels wide.  The message display window of most email clients is about 600 pixels wide, so using anything wider means that your recipient needs to scroll back and forth in order to display it.  Larger screens mean the appropriate width is expanding slightly but if you want your content to be seen, the best bet is to keep it within 600 pixels wide.On a separate note regarding image size, it is also best to properly size images before sending.  We've probably all and received emails that have embedded images that are 800x600 but are displayed in the email at a resolution of say, 200x150.  Which means that, when the email is opened, the user has to download an image file that is 10x bigger than it needs to be.

Length Matters Too
This tip applies to all emails, not just HTML emails. Short headlines work better than long ones.  How short?  Roughly speaking, your subject should be under 50 characters and under 40 is even better, though it’s safe to say that trimming your subject line to 5 characters is probably counter-productive.  While on the subject of subject lines, make sure your subject is honest, truthful and doesn’t overpromise, or you’ll not only lower your open rates, you’ll potentially start to do harm to your brand.

Balance Copy and Images
Create a layout that ensures your text flows around the images in such a way that your text flows around images and your readers can focus on the message, and not the big red ‘X’s and blank spaces. 
Along the same lines, avoid a format layout that starts off with a banner image, which will create a big dead spot at the top of the message when image display is disabled.It is also important to balance the amount of text vs. graphics in your email. 

Many email filters produce a SPAM score based on the ‘graphic to text’ ratio.  This SPAM-blocking technique was developed because earlier versions of SPAM firewalls filtered on text content, but then crafty spammers started creating messages that were one really big image.  Most SPAM filters now rank the text to graphics ratio as another spam rating mechanism.

DO Use ALT-text Tags
HTML allows you to attach descriptive text tags to graphics images.  The text is displayed when a) the graphic is not or cannot be displayed, as described here, and b) if the image IS displayed, the ALT text will be displayed when the cursor is hovered over the image.  Either way, you win. 

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