Here's a list of the biggest mistakes you can make when creating emails, from those closely related to HTML code to those related to the tricky subject of images. Is creating effective and perfectly optimized emails for mobiles the prerogative of web designers and coders? Not anymore, thanks to the advent of modern drag-and-drop editors that write the code for us. But having basic knowledge of HTML and CSS is a fundamental skill for those working in email marketing. That's why we wanted to focus on some of the more technical aspects of the messaging world. We will examine those which often go unnoticed, but which are of fundamental importance for the success of a strategy. #1 Use overly verbose code In some ways, HTML and CSS tags perform the same function.
Let's look at a practical example, setting the background color of a table in both HTML and CSS. Orange is defined for the background in two points: (in tag table); background-color (in CSS). These two attributes do the same thing : command an orange background. They overlap, burdening email with redundant properties that perform the same function. Image Masking Service Our recommendations : Keep the code as clean as possible Avoid unnecessary repetitions Try to keep the code as tidy as possible through indentation (there are several online services that do this, like Malformation or Clean CSS), so you can get an overview of the structure of the communication
Keep track of the history of macro changes made to the model.When designing an email, even before writing the code, always remember to define some parameters that will serve as guidelines for subsequent communications and should not be changed during the implementation phase. Let's see some parameters: Email Width Image size Number of frames Font size used in header Main text font size. To quote Bruce Lee: “The content is like water , if you put water in a cup, it becomes the cup; if you put water in a bottle, it becomes the bottle”. Therefore, the text, image, or call-to-action should fit the structure, not the other way around . Our recommendations : Define all parts of the model Remain coherent between the different parts of the communication Respect the rules you have given yourself Rules can be broken, but it must be done with a clear conscience If the template does not meet your needs, consider defining a new one.