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Pure360 – Top 10 HTML tips for email – part 2

Pure360 – Top 10 HTML tips for email – part 2

Top 10 HTML tips for email - part 2

By: Pure360

Episode II – Attack of the Clues

Following on from ‘Episode I – The Email Menace’, is the second batch of HTML tips for writing cross-client compatible emails, helping you write better email HTML.

6. Don’t stack tables

‘Stacked tables’ is a term for when you have made a table of content, closed it and then opened a new table underneath for more content.  This should be avoided as it can cause mis-alignment of your content, with some tables being centred and some orphaned to the left.

To avoid this you should create one ‘wrapper table’ (see Tip 5) and include your content in tables within each table row.  This means that you should end up with one table, with lots of tables in rows inside it, stopping any strange mis-alignment occurring.

7. Try to keep them about 600px wide

Emails should be kept to roughly 600px wide, this is for a number of reasons.  Firstly, your objective is to make your user experience the best that it can be.  People are used to scrolling in a single direction for more content, but if your email is too wide, you may end up making recipients scroll both vertically and horizontally, which recipients will not enjoy.

Secondly, email is become more and more mobile every day.  More people are opening emails on their phones, tablets and other mobile devices than ever before, so you need to make sure that your email is going to be viewable on a much smaller screen than normal.

600px wide emails will shrink to fit the screen of an iPhone for instance, and it’s fairly easy for someone to zoom in (although not ideal).  Whereas if your email is much larger than this, the content when zoomed out will be illegible and users may not bother reading your email.

8.  Avoid embedded media (Videos/Flash etc..)

Support for embedded media (videos/Flash/Audio etc…) is very thin on the ground with email clients.  The only thing that is supported by most email clients are animated gifs, and even then there isn’t 100% cross-client support.

If you wish to put a video or similar in an email, the best thing to do is take a screenshot of the video file from YouTube/Vimeo etc… so that it looks like an embedded video.  You would then, simply link to the video with a URL that would open up in the recipients web browser, where they could then watch the video.

This technique will work across every email client, not just a couple.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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