- Write email that is MOBILE FRIENDLY – the majority of email is read on a smartphone or other mobile device. Know how mobile devices handle HTML email.
- Keep your layout simple, one or two column works best.
- Don’t forget about accessibility – Accessibility and Email Campaigns
- You should always send a plain text version along with a HTML version. Plain text is ALWAYS the most responsive, accessible version.
- Always test email on a variety of mail clients AND devices to test your message’s compatibility across devices and browsers.
- CSS Best Practices
- Know what CSS capabilities are available to you – CSS Guide for Email Clients
- CSS should be placed in a style tag in the head of your document as well as inline on each element for maximum compatibility.
- Image Best Practices
- Be aware that whenever you embed images in a HTML email that most email clients block images by default. This is your first impression – most of your audience will be getting holes and strange formatting where the image would have been.
- Don’t attach images, use HTML to link to images that are on a web server.
- Always use alt tags on your images. If the image does not load immediately or you have text on your image, the text can be read in its place.