Behind the Scenes…. Templates

How to get your email template right

What happens ‘behind the scenes’ of an email is just as important as the messaging and visuals.

The technical elements of an email are critical to the success of the campaign as they will determine two key factors – deliverability and renderability.

Designing an email is different to designing a web page or PDF.

Best practice in the use of coding must be followed to ensure your email isn’t mistaken for spam and is displayed in the inbox in the way you intended.

Avoid using cascading style sheets (CSS) in your code – not all email clients support them and your email may not render correctly

If you include URL links within your template, be aware that your tracking URLs may be flagged as phishing links

Use background colours as an alternative to background images behind text – not all email clients support background images and your email may not render correctly

Always make sure your images have Alt text – users relying on screen readers may struggle to engage with your email without them. N.B. Outlook 2007 automatically changes Alt text, rendering it useless for accessibility.

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