HTML Email Standards
Are your HTML Email campaigns rendering correctly with every email client?
Ok, so we talk a lot about Web Standards and Web Accessibility for the World Wide Web, but how about those businesses that send out HTML Email campaigns? Standards are just as important to email as they are to websites. Email standards are so important, there is even an Email Standards Project organization that was formed to educate people on Email Standards… pretty cool huh? Ok, so as a business owner what can you do to ensure your email campaigns are successful across all major email clients (except Gmail… what’s up with that Google??)
1. Find a designer that understands Email Standards - Sounds pretty simple, huh? Well, all we can say is do your homework. You as a savvy business owner have to fully understand that the designer you’re working with completely understands the importance of Email Standards. This is your company image we’re talking about here. If your emails aren’t coming through clearly it doesn’t make you or the designer look good!
2. Ask for screenshots of your email campaign tested in multiple email clients - If your designer is familiar with Email Standards, they will already be doing this, so they will have no problem providing you with screenshots.
3. Always include a plain text version - It is always good practice to include a plain text version of your email campaign. The reason for this is that some of your customers might be viewing your email on a mobile device that does not support HTML email. The plain text version of your email should include the copy points that your HTML email includes plus a link to view the email as a webpage. By doing this, you are still providing your customers with the full experience and information of your email, so your message is still reaching them.