8 point Email Checklist

When it comes to building HTML emails we cannot rely on just creating semantic, accessible pages with XHTML and CSS. This is because email clients like Gmail, Yahoo, and Outlook all render HTML in different ways. To ensure your HTML email will be delivered correctly in most email clients we have devised Lemon’s 8 point checklist. The first 4 rules apply to you code structure and the last 4 are best practices that will help to run a successful campaign.

(1) Tables Rule

Structural tables are still often necessary for creating columns. Floats and other positional CSS properties are often disregarded in most mail clients. To ensure your layout stays the same as the designer intended use clean table structures. Remove all unnecessary height and colspan values in your table attributes.

(2) Avoid Image Blocking

In the majority of email clients, including Outlook, AOL and Gmail, your images will not be shown by default. Your recipient will have to click another link to enable them download and display.

• Therefore never use images for important content like headlines, links and any calls to action. Ensure these are in plain text i.e. rendered in he HTML
• Use “alt” text for all images.
• Always add the height and width to the your images
• Add a link to a web version at the top of your email.

(3) Inline your style’s

Many email clients will strip CSS out of the head of your HTML document so the solution is to use inline styles. Also wrap your inline styles with redundant font tags as a double backup. To keep up to date with the latest CSS support visit the Email standards site at http://www.email-standards.org/clients/

(4) Backup with Plain text

Not everyone can view HTML emails. Outlook will now use the Plain Text version if the sender is not trusted and the e-mail appears to be Spam. Also, some e-mail users opt to use plain text over HTML and will thus see that version by default. So having a text version will ensure you message reaches a wider set of users and is a good backup to have.

(5) Simplify your Content

Have clear CTA’s (call to actions). Don’t make your design too image heavy. You want your users to get message in the first couple of paragraphs. Also avoid words 'free' in the subject to get passed spam filters.

(6) Subscribed Data

You need to have the permission to email people. Ensure that the data you are sending to comes from a legitimate source so that you not spamming people who are not interested in the campaign.

(7) Unsubscribing

Always provide your recipient with an option to opt out. Make the unsubscribe process quick and easy

(8) Testing

Make sure you are testing your emails thoroughly before you send them out. At Lemon we use Lyris List Manager http://www.lyris.com/solutions/listmanager to handle all our email campaigns. Lyris is built with a feature called Email Adviser which sends you inbox snapshots of your mail in a dozen email clients. So it’s important that you are using reputed software to send out your mailing campaigns to ensure the delivery process is successful.

Good Luck!