HTML emails done right

One of the most frequent questions/conversations I have concerning web design is HTML emails and newsletters. What is the best way to send HTML emails/newsletters, and how can I make sure that they are not blocked by spam filters? These questions are good and worth considering when you start to construct an HTML email.

SPAM, your marketing nightmare

A problem with sending newsletters and mass notifications via email is it is hard to tell if your recipients actually received it. In many cases if not properly constructed and executed your content can be labeled as spam and is never received by your clients/potential customers. In cases like this it is very difficult to know that there is even a problem. You (the sender) don’t know if the intended recipient received your email, and unless they are expecting your email don’t know they are missing it.

How can you make sure your intended recipients get your email and how do you make sure that it is not labeled as spam?

Some of the things that spam filters look for include:

• Number of Recipients
• Number of images
• Use of HTML
• Amount of actual text

Spam filters look at the items listed above along with some other items to compile a “spam-score” for every email that passes through the filter. If a message has a high enough score it gets deleted, quarantined, or put in a junk email folder, none of which you want to have happen to your email. There are a few things you can do to avoid this.

Attachments need to be small or not even used

Attachments are always a good way to get your emails labeled as spam. Resumes, images and other non-vital content should be referenced/linked to instead of embedded into your emails. By keeping the size of your email down you improve your chances of not being labeled as a spammer. Unless it is completely vital to your email don’t attached it, instead link to it.

CC’s can kill you

Nothing spells spammer like huge CC numbers instead of sending out your email to large numbers, or all in one email try sending it in small groups or even better, use tools that use slow delivery methods. If an ISP see’s large quantities on emails going out in a short amount of time you could get labeled as a spammer in no time.

White list are good

If you can get on your clients email white list its pretty safe to say that your email will get to them without any troubles. Most companies are more than happy to add you to their white list for legitimate email.

Snails always make it

Sending an email is truly cheap and easy but snail mail always gets where it is suppose to go. This may be the 21st century and technology is king but for your most important items snail mail might be your best bet, because you know it will get to where it is going.

Your content is more important than links

This is good practice for both emails and web design; your content should always come before external links. The last thing you want is someone to go to another site before they finish digesting your content.

Now I know how avoid being a spammer, how do I build my email?

There are a few best practices that you should follow to construct a professional, easily read, accessible HTML email.

• Plain-text is always an alternative:
  
  Always attach a plain text version of your email for those who don’t have the ability to view an HTML email. This is the most important of all. Many people disable HTML emails or are not allowed to view them by their employer. The last thing you want is for them to have no way to view your email.
• Consistent subject line:
  
  By using a consistent simple tagline in you subject line your readers will recognize your message as something legitimate and are more likely to read it.
• Regular mailings:
  
  By keeping a regular schedule your readers become accustom to reading what you have to say and look for your next email.
• Keep the HTML and CSS light:
  
  Using too many tables for positioning and graphical elements such as background colors and images will cause your “spam-score” to rise, therefore increasing your chances of being blocked. Try using inline styles instead of external style sheets, and try to keep your percentage of HTML and images lower than percentage of plain text, as a general rule try to keep the total size of your message below 35Kb.

Tools and Resources

I would suggest using campaign monitor to send out your HTML emails/newsletters. They do a good job of showing you what your message will look like in different email clients. It will also help you manage your subscriptions, and properly send out your emails.

Spam check is a good tool to use when trying to optimize you messages “spam-score”. Spam Check will suggest how to change the content of your newsletter in order to lower your score.

As always, I hope this helps and good luck with your next email campaign. If you have any questions please let me know I would be glad to help.