Email vs. Print Media
By Jennifer Ball
A common misconception is that you can design your email template as you would design a printed piece and have it still provide the same visual appeal in your recipient’s inbox. This is not the case! Email is in a class of its own.
An HTML template acts as the stationary for your electronic mailing. Due to increasing restrictions in email clients such as Hotmail, Gmail, AOL and Outlook 2007 the helpful tips below will help to ensure your email will have the best chance of being delivered to your subscribers in an attractive, easy to read, and effective way.
1. Limit the amount of images and beware of banner sizes
It is an option in many email accounts to disable images from showing until they are downloaded in the email window. With this feature present it is critical to be aware of the height of your banner or header images at the top of your email. If the image display is turned off, the top of your email will appear as a blank box with a red “x”. Also, HTML templates with a lot of images will load more slowly. The point of your email is to deliver information to your reader. Keeping the email looking crisp and clean and including relevant information is what will retain readership.
Helpful tip: If your email contains a Table of Contents try placing this above your logo or banner image. That way if the image does not display the first thing the reader sees is what stories are contained in your newsletter. This will help to grab the attention of your reader. Another option is to create a banner or logo that does not extend past 150 px in height. The smaller the image is to block out the more content the reader can view of the email in their preview pane.
2. Link URLS; Prevent phishing attempts
When it comes to entering a URL for the recipient of your email publications to click on, Informz offers a hyperlink icon on the content editor toolbar. This hyperlink tool allows you to link the words such as “Click here” to prompt a separate email browser to open to that link. It has been brought to our attention that if you place the URL spelled out in the example below, it will be recognized by some email clients as a “Phishing attempt” - a form of spamming. This may cause your email to go to a junk mail folder or never reach the client at all.
Ex: WRONG: Please visit www.informz.com for more information
EX: RIGHT: Please visit the Informz Web site for more information.
Helpful tip: Hyperlink words to URLS, do not spell them out in your email or template.
3. Creating ALT and Title Tags for Images and Links
For visually impaired readers who have JAWS (Job Action With Speech) links are important to code correctly so the reader will pull the ALT or TITLE tag off the link to let the recipient know what the link or picture offers. See examples below:
IMG SRC="http://www.mysite.com/images/your_emarketing_advisor.gif" ALT="Picture of Advisor!">
<A HREF="http://www.informz.com" TITLE="This link takes you to the Informz Homepage">Click here!</A>
Helpful tip: Make sure you name your links or code them with ALT and TITLE tags to help ensure a definition
For additional tips or assistance on how to improve your templates and email campaigns you can contact your eMarketing Advisor or our designer at Informz.