🎉    We’re live on Product Hunt right now.    🎉
HTML Email

HTML Email

What is HTML email?

HTML email is an email that is formatted using Hypertext Markup Language, the standard language for creating web pages. Unlike plain text emails, which are purely text-based without any formatting, HTML emails can include various design elements such as different fonts, colors, and sizes, as well as the incorporation of images, links, and interactive features. This allows for a more visually engaging and versatile presentation of content, similar to a web page, as opposed to the basic and uniform appearance of plain text emails.

What is the difference between HTML email and plain text email?

The primary difference between HTML emails and plain text emails lies in their formatting capabilities and overall presentation:

  1. Formatting and Design:
    • HTML Email: HTML emails allow for rich formatting. This includes the use of various fonts, colors, and sizes. You can incorporate images, graphics, and styled layouts. HTML emails can also include interactive elements like buttons and links, allowing for a more engaging and visually appealing design that resembles a webpage.
    • Plain Text Email: Plain text emails contain only text without any formatting. They cannot include different fonts, colors, or sizes, and do not support the inclusion of images or other media. The layout is basic, with a uniform font and no styling options.
  2. Compatibility and Accessibility:
    • HTML Email: While HTML emails are widely supported by most modern email clients, there can be variations in how different clients render the HTML, potentially affecting the email’s appearance. Additionally, they may not be fully accessible to all users, particularly those using screen readers.
    • Plain Text Email: Plain text emails are universally compatible with all email clients and are more accessible for users with visual impairments using screen readers. They are less likely to trigger spam filters compared to HTML emails.
  3. User Engagement:
    • HTML Email: The rich features of HTML emails can lead to higher engagement, especially for marketing purposes, as they can be more attention-grabbing and visually compelling.
    • Plain Text Email: Despite their simplicity, plain text emails can sometimes be more effective, especially in personal communication or in situations where a straightforward message is more appropriate. They can also appear more personal and less like marketing communication.

What are the benefits of using HTML email?

Email marketing is a great way to connect with customers and keep them updated on your latest products or services. HTML email allows you to create an attractive and engaging email that will stand out in your customer’s inbox and encourage them to take the required action. Some of the benefits of using HTML email include:

  1. Increased Engagement: According to a study by The Radicati Group, HTML emails have a 26% higher open rate than plain text emails. This is because HTML emails are more visually appealing and catch the reader’s attention more quickly.
  2. Greater ROI: In addition to having a higher open rate, HTML emails also have a higher click-through rate. This means that your customers are more likely to click on the links in your email and visit your website. This can result in a higher ROI for your email marketing campaigns.
  3. More Professional Appearance: HTML emails look more professional than plain text emails, which can help you build trust with your customers. They will be more likely to do business with you if they feel that you are a credible source.
  4. Greater Customization Options: With HTML email, you have more customization options than with plain text email. You can add images, videos, and other multimedia elements to make your email stand out from the competition and hold reader’s attention.
  5. Easier Tracking and Reporting: HTML emails make it easier to track the success of your email marketing campaigns. You can see how many people opened your email, clicked on its links, and what actions they took after clicking on those links. This information can help you improve your campaigns and achieve better results in the future.

What are the best practices for creating HTML email?

There is no one-size-fits-all answer to this question, as the best practices for creating HTML email will vary depending on the specific goals and needs of your campaign. However, there are a few general tips that can help you create an effective HTML email:

  1. Use a responsive design: A responsive design will ensure that your email looks good on all devices, regardless of their screen size or resolution. This is important, as more and more people are now reading emails on their smartphones and tablets.
  2. Keep your code clean and simple: Too much code can slow down the loading time of your email, and can also cause rendering problems in certain email clients. It can also increase the chances of errors. Keep your code clean and simple, and only use the CSS and HTML that you need.
  3. Use a table to layout your content: Using a table to layout your content is the most reliable way to ensure that it will be displayed correctly in all email clients. Avoid using floats or positioning properties, as these can often be misinterpreted by email clients.
  4. Test your email in different browsers and email clients: It’s important to test your email in different browsers and email clients to ensure that it looks good and functions correctly across all platforms. You can use Litmus or Email on Acid to test your email in a variety of different environments.

What are the most common mistakes made when creating HTML email?

There are a few common mistakes that people make when creating HTML email:

  1. Not testing their email in different email clients. Different email clients can render HTML differently, so it’s important to test your email in as many different clients as possible.
  2. Not using a table to layout their email. Using a table to layout your email is the best way to ensure that it will be rendered correctly in all email clients.
  3. Using too much CSS. Some email clients don’t support CSS, so it’s best to use as little CSS as possible.
  4. Not using inline styles. Inline styles are the best way to ensure that your CSS will be rendered correctly in all email clients.
  5. Not using a text-based fallback for images. If your images don’t load, the text-based fallback will be displayed instead, so it’s important to include one.

What are the challenges of using HTML email?

There are a few challenges that come with using HTML email:

  1. Some email clients don’t support HTML email, so your message may not look the way you intended it to look.
  2. Email clients can block images, which can make your email look plain and unappealing.
  3. Email clients can also block links, which means that people who open your email may not be able to click through to your website or blog.
  4. It can be difficult to create an effective email design that looks good on all devices and email clients.
  5. You need to be careful with your code, as any mistakes can cause your email to look broken or incorrect and deter reader from taking the action.
Stay one step ahead.

Sign up for our newsletter for tips, tricks and best practices.

    We won’t spam you or sell your information. You’ll receive a once per quarter newsletter packed with content

    Related Terms