Emails remain one of the most effective channels for communication, particularly in the realm of marketing. As a marketer, you’ve likely encountered two primary types of emails: plain text emails and HTML emails. While plain text emails are simple, HTML emails offer many possibilities for customization and styling. In this guide, we’ll delve into the world of HTML emails, explaining how to create and send HTML Emails from scratch, share best practices, and provide valuable tips to ensure your emails stand out in crowded inboxes.

Understanding HTML Emails

Before we delve into the nitty-gritty of creating HTML emails, it’s crucial to understand what they are. Simply put, HTML emails are emails that are formatted and styled using Hypertext Markup Language (HTML) and inline Cascading Style Sheets (CSS). These emails are easy to identify as they often contain multimedia elements, different text formats, and other visual components, allowing for a more engaging and interactive experience for the recipient.

The Case for HTML Emails Over Plain Text

While both HTML and plain text emails have their place in email marketing, HTML emails offer several benefits that make them more attractive for businesses:

• Visual Appeal: HTML emails allow for the integration of images, GIFs, videos, and other multimedia content, making them visually appealing and more engaging to recipients.
• Branding Opportunities: HTML emails provide an opportunity to incorporate your brand’s colours, fonts, logos, and other branding elements, ensuring consistency across your communications.
• Improved Analytics: HTML emails can include tracking pixels and other elements that provide insightful analytics, helping you understand how recipients interact with your emails.

However, it’s essential to note that HTML emails require more technical expertise to create and can sometimes face compatibility issues across different email clients. Therefore, striking a balance between plain text and HTML emails, depending on the context and purpose, is often the most effective strategy.

Core Components of an HTML Email

Much like a webpage, an HTML email is made up of several core components, including:

• Header: The first section that readers see, often containing the logo and sometimes, the navigation links.
• Body: This is where the main content of your email resides. It could be text, images, or even interactive content like surveys.
• Footer: It contains essential information like contact details, social media links, and legal information like privacy policy and unsubscribe links.

Additionally, elements such as call-to-action (CTA) buttons, images, and social sharing buttons are common in HTML emails, enhancing the email’s functionality and interactivity.

The Technical Side of Creating an HTML Email

Creating an HTML email involves coding in HTML and CSS. However, it’s important to note that HTML emails often use tables to control the layout, a practice that’s no longer common in modern web development. The reason for this is that tables provide better compatibility across various email clients.

Another crucial aspect is the use of inline CSS for styling as some email clients strip out CSS contained in <style> tags. Moreover, certain CSS properties and HTML tags aren’t supported by all email clients, so understanding these limitations is key to creating effective HTML emails.

The Role of Email Service Providers in HTML Emails

Email Service Providers (ESPs) like HubSpot, Mailchimp, and AWeber offer tools that make creating HTML emails a breeze. These tools offer pre-formatted HTML email templates and drag-and-drop builders, eliminating the need for coding skills. They also handle the technical aspects of sending emails, ensuring your emails are delivered to the recipient’s inbox and not their spam folder.

Necessary Tools and Skills for Building an HTML Email

To create an HTML email from scratch, you’ll need:

• Coding Skills: A basic understanding of HTML and CSS is necessary to create an HTML email from scratch.
• Text Editor: Tools like Visual Studio Code or Brackets are ideal for writing and editing your HTML and CSS code.
• Email Testing Tool: Tools like Email on Acid or Litmus can help you test how your email looks in different email clients and devices.
• Email Service Provider (ESP): An ESP will enable you to send your HTML email to your subscribers. Most ESPs also provide tools for building and testing HTML emails, making the process easier.

Step-By-Step Guide to Crafting an HTML Email From Scratch

Creating an HTML email from scratch involves several steps:

1. Set Up the Basic Structure: Start with a basic HTML structure, then add a <table> element within the <body> tag. This table will serve as the container for your email content.
2. Add Your Content: Within your table, use <tr> (table row) and <td> (table data) tags to structure your content. Common areas to include are a header, body, and footer.
3. Style Your Email: Use inline CSS to style your email. This could involve adding background colours, setting font styles, adjusting padding and margins, and more.
4. Test Your Email: Use an email testing tool to ensure your email displays correctly across different email clients and devices.
5. Send Your Email: Once you’re happy with your email, use your ESP to send it to your subscribers.

Recommended WordPress Plugins for creating HTML Emails

Recommended WordPress Plugins for Creating HTML Emails

While WordPress’s core functionality doesn’t directly support building and sending HTML emails, several plugins bridge this gap. Here’s a breakdown of some popular options, outlining their pros and cons:

1. WP HTML Mail:

A dedicated plugin for crafting and sending HTML emails. It features a user-friendly drag-and-drop editor with pre-built templates, allowing customization without needing advanced coding knowledge.

Pros:

• Beginner-friendly: Easy-to-use interface for building emails visually.
• Pre-built templates: Saves time and provides a starting point for customization.
• Compatibility: Works with the most popular email delivery plugins for sending.

Cons:

• Limited design flexibility: Customization options may not be enough for complex designs.
• Reliance on the external plugin: Requires an additional plugin for sending emails.

2. Email Templates by Post SMTP:

This plugin focuses on creating and managing email templates. It integrates with other email delivery plugins and offers basic editing options for customizing WordPress-generated emails.

Pros:

• Centralized template management: Simplifies managing multiple templates across different email types.
• Integration with email delivery plugins: Offers wider sending options.
• Lightweight: Don’t add significant bloat to your website.

Cons:

• Limited editing capabilities: Lacks a visual editor like WP HTML Mail.
• Focus on WordPress emails: Not ideal for creating custom HTML emails from scratch.

3. MailPoet:

Primarily a newsletter plugin, MailPoet offers an intuitive drag-and-drop editor for building responsive emails. While not solely focused on HTML emails, it provides the functionality and integrates with popular email delivery services.

Pros:

• Comprehensive features: Includes subscriber management, analytics, and automation alongside email creation.
• Drag-and-drop editor: User-friendly for building visually appealing emails.
• Free and premium versions: Offers a free tier with basic features and a premium version for advanced functionalities.

Cons:

• Learning curve: This may require some learning for users unfamiliar with email marketing platforms.
• Focus on newsletters: May not be ideal for creating one-off, highly customized HTML emails.

4. Customizing Emails for WooCommerce (Free):

This free plugin specifically caters to WooCommerce stores, allowing customization of transactional emails like order confirmations and invoices. It offers basic HTML editing and integrates with popular email delivery services.

Pros:

• Tailored for WooCommerce: Ideal for customizing emails related to your online store.
• Free and easy to use: No coding experience is required for basic customization.
• Integration with email delivery services: Provides flexibility for sending emails.

Cons:

• Limited functionality: Primarily focused on WooCommerce emails, not general HTML email creation.
• Basic editing options: Lacks advanced design features present in dedicated HTML email plugins.

Choosing the right plugin depends on your specific needs:

• For beginners: WP HTML Mail offers a user-friendly solution.
• Email Templates by Post SMTP is a good choice for managing WordPress email templates.
• For comprehensive email marketing and newsletter functionalities: MailPoet provides a complete package.
• For customizing WooCommerce emails: The free “Customizing Emails for WooCommerce” plugin is sufficient.

Remember, testing different plugins and exploring their specific features is crucial before making a decision. Consider factors like your budget, technical expertise, and desired email functionalities when selecting the best plugin for your needs.

Best Practices for HTML Emails

When creating HTML emails, keep the following best practices in mind:

• Ensure Responsiveness: Your email should be designed to look great on all devices, whether it’s a desktop, laptop, tablet, or smartphone.
• Optimize for Different Email Clients: Different email clients render HTML differently. Be sure to test your email across multiple clients to ensure it looks as intended.
• Minimize Load Time: Keep your email’s file size as small as possible to ensure it loads quickly. Use compressed images, standard web fonts, and minified HTML to help reduce load time.
• Have a Clear Objective: Each email should have a clear and singular objective. This helps keep your email focused and increases the likelihood of your recipients taking the desired action.

Navigating End-User Inconsistencies

Every recipient’s email experience is unique. Factors such as their device, email client, operating system, user settings, and internet connection can all affect how your HTML email is displayed. To ensure the best possible experience for all recipients, consider providing a plain text version of your email for those who can’t or choose not to view HTML emails. Additionally, consider providing a “view as web page” option, allowing recipients to view the email in their web browser if it isn’t displaying correctly in their email client.

Testing Your HTML Emails

Before sending your HTML email, it’s crucial to thoroughly test it to ensure it displays correctly and provides a good user experience. This involves not only checking how it looks in different email clients and devices but also ensuring all links work, all images load correctly, and the email doesn’t trigger spam filters.

Ensuring Email Deliverability

Deliverability is a crucial aspect of any email marketing campaign. It’s not enough to create an amazing HTML email; you need to ensure it reaches your recipients’ inboxes. This involves following best practices such as obtaining explicit permission to email your recipients, following CAN-SPAM guidelines, and maintaining a good sender reputation.

Sending an HTML Email: What You Need to Keep in Mind

Once your HTML email is created, tested, and ready to go, it’s time to send it. However, sending an HTML email involves more than just hitting the “send” button. You need to consider factors such as the best time to send, segmenting your recipients, personalizing your email, and analyzing the results to improve future emails.

In conclusion, creating HTML emails is an art that requires a balance of technical skills and creative flair. By following the steps and best practices outlined in this guide, you’ll be well on your way to crafting HTML emails that not only look great but also deliver results.