A comprehensive field guide to email marketing. Topics include:
- How HTML email works
- Designing and coding
- Anatomy of a good HTML email newsletter
- Designing around spam filters
- Testing and troubleshooting
- Email marketing best practices
- Measuring performance
You don’t have to be a professional web designer to use this guide, but a little HTML knowledge will help. First, we’ll cover all the basics, like how HTML email works (and why it always seems to break when you try to send it yourself). Then we’ll get into the technical stuff, like how to design and code your HTML email. Finally, we’ll run through email-marketing best practices for list management, deliverability and measuring performance.
If you’re a web designer, you’re probably used to testing web pages in a few different browsers, like Internet Explorer, Mozilla Firefox, and Mac’s Safari. And you’re probably familiar with a few annoying inconsistencies between all the browsers, and you have a couple hacks to make things look right. For email design, multiply all that by ten. There are tons of email applications out there that you need to test on, and they all render HTML email in their own annoying ways.