Business email: HTML formatting tips

Marketing and advertising online require skills that are entirely different from building a business with the aid of traditional media. In creating HTML email for your online business strategy, for instance, you need to understand the basics of formatting emails. This part of the overall online marketing campaign is akin to the process involved in designing posters for a service or product— only HTML formatting can be more complex.

If you are an entrepreneur who did not learn HTML, it doesn’t mean that you cannot distinguish a bad copy from a good one. The first thing that you need to know about designing HTML email for several email and webmail clients is that it can be quite tricky because they all render HTML email contents differently. Most even have to tweak your HTML code to accommodate the style to their web-based email application. Email clients may prevent some codes or images from appearing the way you want them to be seen by your client.

So why is it so important to send an HTML email that stands out? If you’re targeting new clients, you need higher open and click-through rates— which can be achieved by using HTML email rather than a plain text email, as studies have shown.

Here’s what you need to know in getting a clean HTML email copy from your designer. As an entrepreneur, you may not be familiar with the codes but this should not prevent you from telling others of your opinion.

CSS may be used but only do so sparingly. You can use it, that’s a fact, but don’t use it for layout. CSS may help you with the font size and font color but don’t ask for more because you’ll be asking for trouble if you apply it to other parts.

With the prevalence of new devices with which to view emails, smart marketers develop email formatting based on the medium their recipients will likely use. In this regard, do provide alternatives other than having HTML emails for people