working on a simple html email notification template today, i was reminded why i find them so annoying.the primary reason, no designer will be surprised to hear, is microsoft. rather than making their browsers and email clients compliant with current standards, they routinely take steps backwards! why, you ask? i have no idea. i also have no idea why such a staggering percentage of people still use them; in my opinion, this is ground zero for capitalism breakdown.
but i was reminded of the shortlist version of programming & design requirements to hack html emails for the majority of email clients (for a much more complete discussion, including valuable marketing tips, visit the email experience council):
- 600px width max.
- simplicity is KING in the design. if you do find a way to make it look cool, keep in mind not everyone will see it that way anyway.
- make everything important text, not image based. always use alt tags on images. and if you must use an image, be sure to repeat the same info in plain text somewhere.
- use the most simple code you can come up with (by simple, i mean grossly archaic and outdated).
- use tables (eek!) but don't nest them, or style them, or otherwise do anything attractive with them at all, or they won't display consistently.
- code styles inline with both html and css. then try to show your client how to add content to the template. then tie a large, twisty knot behind your ears, using only your toes.
- near the top, ask users to add you to their address book, or your emails may never reach them in the first place
- test your email in every email client you can think of, and a few you can't.
- include a "view in browser" link at the top, in case your best efforts fail miserably anyway.
- comply with can-spam laws, or you may get blocked forever.
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