“Every email that marketers send has approximately 15,000 potential renderings (and that’s using conservative math).” A whopping 15,000 different ways your email can be displayed!Ĭreating emails can be a big pain, but it doesn’t have to be. Here’s what Litmus has to say about email rendering: When you send an email, you’re dealing with different ESPs, email clients, screen sizes and rendering engines. According to Litmus, there are about 1,000 email clients around the world, roughly 250 mobile email apps, and a smaller number of desktop email apps. The problem with creating HTML email templatesĮmails are difficult to create because unlike the web, there are no fully accepted standards for how they should be styled.Īnd while the web is ruled by a few major browsers, email clients are numerous. HTML emails give you more styling options, but they’re difficult to create. They still convey the message but might not be the best fit for your brand. One way to escape this complexity is to just use plain text emails rather than HTML emails. And if you’re used to creating websites for browsers, you’re probably shivering at the sight of all the inline styles and tables used for handling layout. Mozilla Email on Web Example by Lenny Johnson ( CodePen. If this layout was displayed on the web, we could do the exact same thing with this simplified version:
Looks pretty basic right? But here’s the code behind it. Take this email from Firefox as an example: While that’s all well and good, HTML email templates in particular, are notoriously hard to create. These factors all contribute to email’s high return on investment, as much as $40 for every $1 spent, for some brands. It’s an inexpensive marketing channel that allows us to personalize customer interactions in a way no other channel can match.
Email marketing is critical to any digital business.
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