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Vdot Media - 9 best practices for email design

Simply Put the agency blog


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Warning: date() [function.date]: It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'America/Denver' for 'MDT/-6.0/DST' instead in /home/hos/public_html/wp-includes/functions.php on line 50

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9 best practices for email design


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March 2nd, 2008 by Verne

Designing for an email is still quite far off from designing for a browser. In fact, email reader standards are pretty historic in the sense that (a) it requires designers to degrade their modern coding practices and (b) there really are no true standards.

Fortunately, there are bodies in place that are working on standardizing the way emails are being rendered. But something tells me that we shouldn’t hold our breath (after all, we haven’t even fully standardized the experience within browsers yet). So in the mean time, here are some basic best practices to follow when designing for emails that will ensure your work displays as intended.

1. Go old school with your HTML

Go old-school on your HTMLScrap everything you’ve learned in recent years about tableless CSS structures and revert back to the HTML that your grandma grew up with (a little exagerated but it seems that long since we’ve used tables). Forget about positioning divs with CSS and rely on trusty table cells to lay out your content as many email readers will not render positioning instructions properly or at all. Be safe, be old school.

2. Use inline style tags

Email Standards Project Acid TestMost major email readers, whether they’re online, like Gmail and Hotmail, or desktop applications, like Outlook and Thunderbird, will ignore everything between the <head></head> tags, including your style definitions (whether you do it via <link> or <style></style> tags). This means you should style your HTML using inline styles. Be careful though - there are many CSS properties that will not render properly, like the aforementioned position property. A detailed report on how various major email readers performed against an Acid Test (which tests a handful of common CSS properties) can be found here.

3. Don’t rely on using background images

Gmail’s Acid Test performance shows no background imagesUsing background images has become an essential tool on the designer’s belt. However, there is such an inconsistency between which browsers will actually display background images that it’s best to not rely on them. As an Outlook 2007 user, I know as a fact that no background images are displayed (this is true for Gmail as well). On the other hand, readers like AOL Webmail and Windows Live Mail (not Hotmail) will render background images correctly. Since it’s too difficult to predict what reader your audience is using, your use of background images should only be for enhancement and not as something your entire design depends on.

4. Consider your images blocked by default

Many email readers block images by defaultFor security purposes, many email readers will block images embedded in an email by default. The reader must opt-in on each email to display the images (though some may allow readers to set their preference). What this means is that you should rely on your images to communicate your message. Avoid replacing too much text with images and make sure your email design still gets the point across even when images are not displayed.

5. Use the ALT attribute for images

Use the ALT attribute to communicate your blocked image’s messageTo avoid completely losing the message on an image when images are blocked, fill out the ALT attribute for each of your images. This ensures that the important content from the image (i.e. the text) is still passed along. This also helps in cases where the reader is using a text-only email client, as the image will be replaced by the ALT attribute.

6. Use absolute paths

Use absolute paths when referencing imagesThis one’s a no-brainer but make sure to use absolute paths when referencing images. Relative paths (i.e. /images/my-image.jpg) will break as the email reader won’t know what the path is relative to. Your image paths should look like this instead: http://www.mywebsite.com/emails/images/my-image.jpg. This is so simple that it can often be accidentally overlooked so make sure to double check your image paths before you transition from draft to final.

7. Be considerate of file sizes

Be considerate of file sizesLoading up your email design with large images will slow down the download process on the reader’s end and may deter them from reading it all together. In some cases, exceptionally large emails may also be flagged for spam and viruses. To minimize these risks, optimize your images so that they have the smallest possible file size. This may require you to play around with JPG, GIF, and PNG formats to see which gives the highest image quality with the smallest file size. Where possible, use plain text to communicate your message.

8. Avoid rich media and forms

Avoid embedding rich media like FlashIn a browser, using Flash, animated GIFs and forms add interactivity to the user experience. In an email, it bulks up the file size, raises security flags, or just doesn’t work. If there are interactive components attached to your email campaign, you are far better off linking the reader to a live site than to attempt to embed them into the email itself. It’s an extra step but at least you can be sure that your rich media and forms will work.

9. Design for smaller spaces

Design your emails with appropriate widthsJust like designing for a web browser, you need to be considerate of screen resolutions and window sizes. In addition to this, email readers often have added sidebars and navigations on both sides of where your email content is displayed, further decreasing the amount of space you have to play with. Be safe and keep the width of your email design at least within 800px (we commonly use 750px).

If you’re running an email campaign and would like to learn more about best practices for email designs, speak to us. We’d love to help you.

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104 Responses to “9 best practices for email design”

  • » Vdot Media - 9 best practices for email design Webcreatives

    [...] Vdot Media - 9 best practices for email design [...]

  • Jacob Cass

    That is very good round up… something I had to research about when I started doing email designs. I actually run a small side website for email designs at http://www.e-maildesigns.com if you didn’t know already. Thanks for a good article Verne and good luck in the contest.

  • Jacob Cass

    You should also add, the amount of images you have, some spam blockers block emails that have too many images. Good list though.

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  • Verne

    Thanks for the additional point Jacob! Hopefully this list will prove helpful to those who are new to designing for emails.

    For those who are wondering, Jacob’s site at Just Creative Design is running a great initiative called the Graphic Design Group Writing Project. I am happily submitting this article for added support and to be in the running for some great design-related prizes. Check it out as the last day to enter is March 4th.

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  • Mirko

    Great tips, bookmark this one as a check-up list for my next newsletter template creation.

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  • Verne

    Glad you found the article useful Mirko! Feel free to add to the list as you work along.

  • Ray

    Traditionally I’ll agree with everything listed, but lately I’ve noticed that major catalogers/retailers (crate and barrel, harry and david, pottery barn) have nearly all reverted to graphic emails again, usually with two or three large placed images. Any thoughts?

  • Verne

    I think a lot of organizations today are going for more of the “wow” that’s sometimes hard to convey with just text. That having been said, they still need to take the proper precautions to ensure that their content is being communicated even if their images aren’t loaded.

    Another thought that comes to mind is that a lot of the retailers you mentioned are likely sending out emails with very simple call to actions. That is, no real content to read, just an instruction to go and do something (”click here to save 50%”, “check out our new fall line-up”, etc). I think it’s very rare to see an entire email newsletter done up all in fancy images and graphics. Quite frankly, that would rank pretty high up in the list of email faux-pas.

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    [...] 9 best practices for email designDesigning for an email is still quite far off from designing for a browser. In fact, email reader standards are pretty historic in the sense that (a) it requires designers to degrade their modern coding practices and (b) there really are no true standards. [...]

  • Normal User

    Bullshit.

    Rule 0 : Don’t user HTML - use plain text.

  • Pablo

    Great post, congratulations.
    Anyway, we recommed to our customers even a smaller width for their e-mails: 550 - 600px.

  • Retro Chic

    @Normal User. I second your commend, text-only should at least be offered as one option of e-mail-delivery.

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  • Melissa

    i stick to a standard width of 600, maybe 650 if the design requires it. this is bc, even on my 19″ monitor, which i only use for email, when i open the window to the widest setting, 650 fits right in. last thing i want is for my users to have to scroll left to right.

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  • XDASH

    I really appreciate u for your considerate advise~

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  • BillinDetroit

    Since spammers like to use graphics to verify addresses, I only allow graphics from entities I already have a relationship with. Everything else is reduced to ASCII.

    This is not a happy outlook for an advertiser hoping to gain new customers.

  • Davina

    Designing strong email create is becoming increasingly frustrating - particularly when dealing with clients that have received graphic-reich emails themselves and don’t understand why we recomend keeping graphics to a minimum

  • John Deszell

    Great Article.

    I’ve just got into creating HTML emails at my new job. It’s been challenging so far to get everything to look right in all email clients and doing everything old school. I think I will have to rethink our email template so that we can better reach our customers.

  • Omaha Doug

    Some great tips here. I would recommend staying away from CSS completely. Tip #2 suggests inline style tags. While that’s good, I try to just go with plain “old school” HTML + text. That approach has saved some headaches.

  • David

    Great tips, Can i translate this article to Hebrew and publish it?
    Thanks

  • Sean Canada

    #4

    “What this means is that you should rely on your images to communicate your message.”

    I think you meant to write, ’shouldn’t rely’.

  • Xtence

    Thank you for the usefull information.

    Great tips, this should do to make an email newsletter

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    [...] 9 best practices for email design [...]

  • Kristin Currierr

    I work for a minor catalog/retailer specializing in luxury accessories on the creative side of a two person web team, and we follow every best practice listed in this post. Many of these practices we have followed by #1. learning the hard way, or #2. following the best practices given to us by e-mail marketing vendor.

    We also have a business/marketing side to the web team that is heavily involved with tracking the email conversion rate, targeting addresses, developing marketing and call-to-action plans, link testing and creating text-only emails. Altogether, we have been extremely profitable with our email campaign, so much so I think it has helped us survive this economy.

    Our brand has a very loyal and prosperous clientelle. We have a very specific brand to uphold. Therefore, we create very beautiful, image rich emails that emphasize our high-end product. The quality of our digital images showcasing our product is crucial. No one wants to buy a blurry handbag, I say. We use a lot of Photoshop and pay special attention to color schemes and retouching.

    That said, our emails are designed using old-school tables and HTML, 600 px wide, and are designed to be “collapsible”. We sometimes show 9-20 products per one email! This means a Call-To-Action goes to the very top left corner of the email. The rest of the product falls into grids. The text describing the product and Call-To-Action is HTML, not images, and we are religious in our use of ALT tags. This way, when browsers collapse the emails with images turn off, the most important part of the email is still understandable.

    I’d say we have our emails down to a science. We are looking into ways of simplifying the process even more, which is challenging because they have become not just a supporting method of generating profits, but a pillar.

    Another thing- we test our emails in multiple browsers and we design specifically for IE, which is still the most popular browser amongst our users.

  • Moulde

    Really nice :)

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  • punkymunky

    RE: Use inline style tags

    I layout the HTML/CSS the way I would any regular page. Then I bring all the CSS inline automagically w/ this handy textmate bundle:

    http://jystewart.net/process/2008/04/inline-css-using-a-textmate-command/

    It saves my co workers a lot of dirty looks when they suggest those last minute edits!

  • jack

    Good tips for beginners although not entirely accurate. Outlook 2007 is the main client not to support background images. Gmail and Hotmail render them fine (although Gmail at least has limited support for styling them with CSS).

    Also I’d still say even 750px is too wide. for email I’d go for 600px.

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  • Scott Petrovic

    One another important point to take into consideration is how mac mail interprets font tags. A font=”2″ will be pretty small on windows, but just about illegible on a mac. Macmail does support css though, so I use a combination of span tags inside of font tags to make sure it will display right.

    Just something to think about.

  • OpenAxcss

    Thanks for sharing… this is a good points-to- ponder doing HTML email basic designs…

    However, I hope anyone can share a point on sending mass mails. Usually sending emails has limits i.e. 250 emails per hour or so… what is best way to get away from this constraints?

    Thanks

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  • PS Website Design Leeds

    Great article, great website – some really good advice here…. They say that human brain also responds better to simple emails, in a simple format, with absolute minimum graphics - the kind of email that you would expect to receive from your friend as you are more inclined to read it.

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  • Robert

    This is great, thanks. It’s always difficult to explain to graphic designers that email newsletter coding doesn’t really allow for background images.

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  • Affordable website design

    These are very useful tips. As a website designer I come across html email design occationally. It is not a easy task. How does the click through rate of html email compare with pure text email?

  • Pampered Passions Fine Lingerie

    Verne,

    Thank you for this post on email best practices. We’ve struggled with formatting issues across email platforms. Your article has helped me identify our problems. We’ll be implementing the 9 points you’ve outlined. Thank you, again.

  • Pramod Sunkara

    This is pretty helpful. Do we have any other option to use Background images in mailers if mandatory?

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    Nice to be visiting your blog again, it months for me. Nicely this post which already been anxiously waited for therefore long. We want this article to complete my assignment in the actual university, and it’s same topic your own post. Thanks, excellent discuss.

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    Clear and straightforward tips. And guess what? - They still work!

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  • Lingerie

    Old article, but always actual.
    Thanks ;)
    I use it.

  • Pixels design

    Great post. I find that Outlook 2007 can be very difficult to get it to display properly, while other mail clients are ok. As best practice, always have a link to a web version.

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  • Keiron

    Hi I was wondering what the best practice for text-only emails is? That is, we always create a complete text-only version of our HTML emails with a link to the HTML version if recipients so wish to read a more aesthetically pleasing email, but do I need to continue to recreate a complete text-only version? Is it good practice to abbreviate it (grab the revisits attention) and still insert a link to the HTML email?

    C

  • Ana

    Hi-
    Maybe this is a new problem? Outlook 2010 hates my nested table sidebars–it pushes all surrounding copy below the sidebar (and leaves blank space flanking the sidebar) for no apparent reason.

    Here is the coding for the nested table…

    copy goes here
    more copy goes here

    Any suggestions are greatly appreciated!

  • Ana

    Hi-
    Outlook 2010 hates my nested table sidebars–it pushes all surrounding copy below the sidebar (and leaves blank space flanking the sidebar) for no apparent reason.

    Here is the coding for the nested table…

    copy goes here
    more copy goes here

    Any suggestions are greatly appreciated!

  • Doc Rogers

    Very good, informative information, thanks very much!

  • Lzkim

    Nice posting… Excellent.. :-)

  • cul

    Great tips, bookmark this one as a check-up list for my next newsletter template creation.

  • lingerie

    Thank you for this post on email best practices. We’ve struggled with formatting issues across email platforms. Your article has helped me identify our problems. We’ll be implementing the 9 points you’ve outlined. Thank you, again.

  • Dayton Web Design

    I agree and great point about the tableless css structures. They are very difficult to utilize properly.

  • Fine Lingerie

    Using free e-mail accounts should be mentioned here even though it’s about design.

  • Lingerie sexy

    I’d add one more point, test your mails on common mailboxes online and stadalone ()gmail,hotmail,aol,outlook,windowsmail est… Great post !

  • Full-Learning.Blogspot.com

    The only problem with HTML email designing is that a design best viewed at outlook and other email accounts online, when printed, right side portion is usually missed out…
    Any idea, how we can overcome this issue

  • Wine Online

    We’ve designed some great E-mails over the past and seen some good results from sales, but the key point that we feel many people miss is to have the tools in place to measure your success.

    It’s important you can see the stats on when your recipients open the E-mail, how often, whether they click through, unsubscribe etc. As with any marketing, you have to be able to measure it!

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  • Kay

    Great roundup, just lauched getfractal this week which checks html emails for many of the issues you’re talking about in over 24 email clients.

  • Kay

    oops provided incorrect url, sorry guys!

  • Lingerie Femme

    Thanks for tip number 5. Easy to implement and I’ would have never thought about using alt tgs in my email.

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