If you create an electronic mail utilizing a drag-and-drop or module-based instrument, you are really producing an HTML electronic mail.
There are two fundamental varieties of electronic mail you’ll be able to ship and obtain: plain textual content emails (these are precisely what they sound like — any electronic mail that accommodates simply plain previous textual content with no formatting) and HTML emails, that are formatted and styled utilizing HTML and inline CSS.
HTML emails are straightforward to identify — a lot of the styled, multimedia advertising and marketing emails in your inbox are HTML emails.
As a marketer, you’ve got most likely in contrast HTML emails versus plain-text emails and realized that there are completely different advantages to every sort. HTML emails aren’t inherently higher than plain textual content emails, and in numerous conditions, each sorts could be a part of a profitable email marketing program.
Right here’s what an HTML appears like on the front-end. Click on on the HTML button to see the code behind it.
On this article, we’ll cowl how one can get began creating HTML emails, no matter your expertise degree and luxury with coding, and share some free templates you should utilize. Let’s dive in.
Tips on how to Create an HTML E-mail
Excellent news: You really don’t must know methods to code to create an HTML electronic mail.
Most instruments that create and ship electronic mail (like HubSpot) will supply pre-formatted, ready-to-go HTML templates that allow you to design emails with out ever needing to entry the precise code on the back-end.
As you make modifications within the electronic mail editor, these modifications can be routinely coded into the ultimate product. E-mail constructing instruments like this are a great possibility if you do not have an electronic mail designer in your group, however you continue to wish to ship professional-looking advertising and marketing emails.
Professional tip: Need assistance with the content material of your electronic mail? HubSpot’s Campaign Assistant can create a personalized first draft in only a few clicks— so you may get again to the enjoyable half.
Nonetheless wish to create an HTML electronic mail from scratch?
Should you’re snug with HTML and wish extra direct management over the code of your emails, most electronic mail instruments will mean you can import HTML files directly to be used as customized electronic mail templates.
There are all kinds of free HTML electronic mail templates out there on the net (a few of which we’ll share beneath), and if you realize your approach round an HTML file, it is normally fairly simple to adapt the template to the e-mail constructing instrument of your selection.
To create an HTML electronic mail utterly from scratch, you may must have a complicated data of HTML (or work with a developer who does). This guide gives a strong overview of coding a fundamental HTML electronic mail. As a result of the method of making an HTML electronic mail from scratch could be fairly concerned, we suggest working with a developer or utilizing a pre-made HTML electronic mail template as a substitute.
Creating an HTML electronic mail particularly for HubSpot?
Should you’re creating an HTML electronic mail template particularly to be used in HubSpot, you may wish to ensure you embrace the required HubL tokens (these guarantee your emails could be personalized and are compliant with CAN-SPAM legal guidelines). You’ll find an entire guide to coding HubSpot-specific HTML email templates here. Or alternatively, simply use our easy what-you-see-is-what-you-get email editor.
HTML E-mail Finest Practices
- Be certain your HTML electronic mail is responsive for various display sizes and units.
- Be certain your styling works in numerous electronic mail shoppers.
- Take heed to how lengthy your HTML emails take to load.
- Plan (as a lot as you’ll be able to) for end-user inconsistencies.
- Conduct thorough testing.
Now that you just perceive the fundamentals of what goes into creating an HTML electronic mail, let’s go over a number of necessary finest practices it’s best to take note. It doesn’t matter what technique you intend to make use of to create HTML emails, these finest practices will assist enhance the design, person expertise, and deliverability of your emails.
1. Be certain your HTML electronic mail is responsive for various display sizes and units.
The best way your electronic mail appears in a person’s inbox is determined by all kinds of various elements.
One of many greatest and most blatant elements is the display measurement of the machine it is being considered on. An electronic mail that appears superb and well-formatted on a desktop can simply devolve right into a tangle of illegible, overlapping textual content and pictures when considered on a smartphone display.
To make sure your HTML emails look the best way you supposed throughout a large spectrum of display sizes, the most effective factor you are able to do is preserve your structure easy and simple. If you begin including extra complicated components like a number of columns and floated pictures, it turns into tougher to translate the format of your electronic mail for various display sizes.
Should you do determine to develop a extra complicated structure, ensure you’re actively fixing for the way the weather can be rearranged to go well with completely different display sizes. For instance, in case your electronic mail shows as multi-column on desktop, that very same construction will not fly on cellular — you may want to make use of media queries to outline how components can be displayed on completely different display sizes.
Keep in mind, creating really responsive HTML emails goes past the construction and format of your message. Take into consideration how the general person expertise of your electronic mail can be perceived on completely different units. Be certain your font decisions are simply as legible on cellular as they’re on desktop, and use mobile-friendly buttons or CTAs instead of hyperlinked textual content (have you ever ever tried to faucet slightly line of hyperlinked textual content on cellular? It is not very straightforward).
You’ll find our extra in-depth guide to mobile email best practices right here.
2. Be certain your styling works in numerous electronic mail shoppers.
One other huge issue that closely impacts the best way your HTML emails seem in your subscribers’ inboxes is the e-mail shopper they’re utilizing to open the message. Each electronic mail shopper masses emails barely otherwise, so an electronic mail that appears a sure approach in Gmail will seemingly look completely different in Outlook.
Fortunately, if you know the way hottest electronic mail shoppers load explicit HTML and CSS components, you’ll be able to create a reasonably constant expertise throughout completely different customers’ inboxes. It is all about figuring out which unsupported tags to keep away from and adapting accordingly. This comprehensive guide explains how the preferred electronic mail shoppers (together with Gmail and a number of variations of Outlook) assist and render completely different styling components.
You may also take a look at an article we wrote on optimizing emails for different email clients.
3. Take heed to how lengthy your HTML emails take to load.
How lengthy your electronic mail takes to load might very properly be the distinction between gaining a brand new buyer and dropping a annoyed subscriber. Whereas it may be tempting to reap the benefits of all of the completely different styling choices and alternatives to include visuals that HTML emails supply, none of that issues in case your electronic mail takes too lengthy to load.
As you design your HTML electronic mail, stay aware of how lengthy your electronic mail will take to load — particularly if somebody is, say, opening your message on their morning subway commute with a weak information connection. Listed here are a number of little steps you’ll be able to take that may go a good distance in direction of enhancing load time.
Use pictures sparingly.
That approach, you’ll bolster the message you wish to get throughout to subscribers. All the time use a picture compressor (like Compressor.io) to cut back the file measurement as a lot as doable. Most picture compressors can considerably scale back the file measurement of a picture with out compromising on high quality, so taking this additional step will not harm the visible integrity of your electronic mail.
Use commonplace internet fonts.
Customized fonts are nice for spicing up a touchdown web page, however they will add an extraneous layer of complexity when added to an electronic mail. As we talked about above, all electronic mail shoppers deal with model components otherwise, and this particularly extends to fonts. To be protected, use standard web fonts and check to make sure the e-mail shopper most of your subscribers use helps a selected font.
Strive an HTML minifier.
An HTML minifier (like minifycode.com and smallseotools.com) routinely removes code that is not wanted in an HTML file. Repetitive, additional components can be stripped out, however the precise rendering of your electronic mail ought to stay the identical (at all times try it out!). Every line of code impacts how lengthy an electronic mail takes to load, so taking the time to take away junk code can have a constructive impact on load time.
Maintain your message centered on a single goal.
One of the best ways to cut back electronic mail load time is to cut back how a lot content material you add to every of your electronic mail sends. It might sound apparent, however too many entrepreneurs attempt to stuff an excessive amount of content material into their emails. Not solely does that result in an off-putting person expertise (no one needs to learn a novel in electronic mail type), however it will possibly ship your load day without work the charts and trigger customers to desert your electronic mail. Maintain it easy, and your customers will thanks.
4. Plan (as a lot as you’ll be able to) for end-user inconsistencies.
The display measurement and electronic mail shopper aren’t the one elements that may alter the best way your HTML electronic mail renders in your subscribers’ inboxes. Components just like the model of their electronic mail shopper, their working system, their distinctive person settings, their safety software program, and whether or not or not they’re routinely loading pictures can all affect how your electronic mail masses.
As you’ll be able to most likely guess by that hefty listing of things, making an attempt to unravel for all of them (each single time you ship an electronic mail) would most likely be sufficient to make you throw your laptop throughout the room.
However you do not have to be utterly helpless within the face of those variables — you simply must do some pre-planning.
Think about making a webpage model of your electronic mail.
That is type of like giving your electronic mail a fail-safe button. If for some motive — resulting from one of many many elements mentioned above — your lovingly designed electronic mail renders like an absolute mess when a subscriber opens it, they are going to at the very least have the choice to click on “view as internet web page” and see the e-mail as you supposed it to be.
Since model components render far more constantly throughout internet browsers versus electronic mail shoppers, you can have far more management over the online web page model of your message. In HubSpot, there’s an option you’ll be able to activate that may generate an online web page model routinely.
Create a plain textual content model of your electronic mail.
A plain textual content model is precisely what it appears like — an alternate model of your HTML electronic mail that renders in utterly plain textual content. Including a plain textual content model of your HTML electronic mail is necessary as a result of some electronic mail shoppers and person settings cannot (or select to not) load HTML.
If that is so, the shopper will search for a plain textual content various model of your HTML electronic mail to load for the person. If one would not exist, it might sign to the recipient’s electronic mail server that your message is spam — or doubtlessly harmful.
Most electronic mail instruments like HubSpot will routinely present a plain textual content model that shows if a recipient’s electronic mail server requires it, however if you happen to’re coding an HTML electronic mail from scratch, you may must create one thing referred to as a multipart MIME message.
A multipart MIME message is an electronic mail that accommodates each a plain textual content and HTML model of the identical electronic mail. If a recipient’s electronic mail shopper or safety system would not permit HTML electronic mail, the plain textual content model can be displayed. It is a course of that requires a complicated data of coding, so we suggest working with a developer.
Be certain your electronic mail nonetheless is sensible if the photographs do not load.
Some customers have computerized image-loading turned off, which suggests they’re going to see your electronic mail with out pictures after they open it. For that reason, do not rely fully on pictures to get the which means of your message throughout, and at all times add alt-text to the photographs you do embrace. Alt-text will load even when pictures do not, so your subscribers can get the overall thought of what the visuals embrace.
5. Conduct thorough testing.
Lastly, you may want to check your HTML electronic mail at each stage of improvement to make sure it really works throughout completely different electronic mail shoppers, working techniques, and machine sorts. Do not wait till the very finish of the method to check out your electronic mail — testing as you’re employed is the easiest way to identify inconsistencies between completely different electronic mail shoppers and make sure you’re creating essentially the most constant expertise doable on your recipients.
Some electronic mail instruments (like HubSpot) supply in-app testing inside their electronic mail builders to make the method simpler. Should you’re working from scratch, you should utilize a instrument like HTML Email Check or PreviewMyEmail to get a greater thought of how your electronic mail will look in numerous electronic mail shoppers and units.
Easy and Free HTML E-mail Templates
There are an awesome quantity of HTML electronic mail templates out there on the net, and so they range in high quality, responsiveness, and worth. We have pulled collectively a number of free HTML electronic mail templates that present a responsive person expertise. Make sure you learn the phrases and situations on every particular person template earlier than use.
Whether or not you are launching a brand new product or just promoting your current choices, this electronic mail template is a superb place to start out. Included within the free model of Marketing Hub’s email tool, this template gives loads of room for personalisation. You may simply add pictures, textual content, and buttons in an intuitive drag-and-drop editor. You may also be assured that the templates you design can be totally responsive on any machine.
The principle advantage of utilizing this template is that it is bundled with all different Marketing Hub tools. Plus, you’ve got different templates to select from — you do not have to remain confined to this selection. The drag-and-drop electronic mail editor is one other implausible plus.
Should you’re planning to ship firm information to your prospects, this can be a nice template to make use of. It is image-heavy, making it an incredible match for trend or modern manufacturers. Plus, it is linked to Marketing campaign Monitor’s electronic mail instrument, which begins at 10 euros per thirty days (there is a free trial, too).
I personally love that this contemporary template is so refined and minimal. The delicate coloration palette and easy design make it a flexible possibility for a lot of industries and functions, and it has been examined on completely different electronic mail shoppers and units to make sure a constant person expertise throughout platforms.
Unlayer is an electronic mail advertising and marketing instrument that primarily focuses on electronic mail design. Its drag and drop editor makes modifying its templates a breeze. I like the template above due to its construction and customizability.
Although this template was designed for a health firm, you’ll be able to simply adapt it on your personal use. This clear, muted template is an effective way to show content material your group has created and join subscribers along with your most up-to-date merchandise or weblog posts. The design options two totally responsive columns with a number of coloration scheme choices, and room on the prime to focus on a call-to-action.
Proof that generally much less actually is extra, this straightforward, totally responsive design makes essentially the most of whitespace and retains the main focus firmly in your phrases and visible components. With out design distractions, your content material can actually shine — on any machine.
This template is on the market on the MailBakery electronic mail template retailer. I like it as a result of you’ll be able to merely obtain it and add it to your most well-liked instrument, whereas different templates require you to make use of their software program to entry their templates. I’d suggest it if you happen to’re snug dealing with HTML information and if you happen to’re accustomed to the add course of on your instrument.
I could not determine on a template to characteristic from the Bee Free market, so I’ve determined to suggest its complete library as a substitute. This assortment of free, open-source templates are utterly responsive and examined throughout standard electronic mail shoppers. You may edit and construct on them on the Bee Free platform, then export the HTML file to your native drive and add it to your most well-liked email marketing tool.
These are a great possibility if you need a extra styled, polished beginning place, however you continue to need to have the ability to customise the design to suit your firm’s wants. Every template is on the market in a number of codecs for various advertising and marketing functions, like transactional emails, NPS assortment, and electronic mail subscriber re-engagement.
This smooth, responsive design from Marketing campaign Monitor can be excellent for sending out a reduction code — nevertheless it might additionally function a trendy solution to showcase your newest merchandise to electronic mail subscribers. I like its clear and attention-grabbing CTA, in addition to its area to incorporate extra data.
This template is free to make use of, as long as you join on the Marketing campaign Monitor platform. It’s additionally price testing Marketing campaign Monitor’s full library of responsive email templates.
This electronic mail template from ActiveCampaign is trendy and optimized — excellent for introducing your organization or your merchandise. Its hero part consists of ample area for a picture and a call-to-action, and additional down, you’ll be able to immediate your readers to take a look at extra merchandise, supplying you with a second probability at changing them.
To make use of this free HTML electronic mail template, you may want to enroll in an ActiveCampaign free trial. Its electronic mail instrument begins at $49/month and consists of 3 seats, making this template an incredible match in case your electronic mail advertising and marketing group consists of a number of folks.
It is by no means enjoyable to fail to fulfill a buyer’s expectation, nevertheless it’s even much less enjoyable to depart them in the dead of night. This free HTML electronic mail template from Stripo, an electronic mail instrument, means that you can succinctly apologize. The lovable cartoon is a plus, however you’ll be able to at all times exchange the picture.
I particularly like that this template means that you can ask for suggestions proper within the electronic mail. That makes it straightforward and easy for the recipient to inform you how they really feel about their interplay along with your firm up to now.
To make use of this template, you solely must sign up on Stripo’s free tier, which permits you 4 electronic mail exports.
ZURB is an electronic mail template supplier that has created a collection of free electronic mail templates for anybody to obtain. This one features a clear heading, a hero picture, and a call-to-action highlighted in blue. I like that it has a sidebar to incorporate extra hyperlinks. It is a good match for newsletter-dependent manufacturers.
You may wish to closely customise this template along with your model colours and fonts to make it really feel extra like “you.” In any other case, it is a implausible tool-agnostic possibility. Merely obtain the template and add it into your most well-liked electronic mail advertising and marketing software program.
A password reset electronic mail would not must be elaborate, and this HTML electronic mail template from Basis Framework (additionally is aware of as ZURB) checks all of the containers. It leaves an area so that you can both embrace your emblem or a cute graphic, and placeholder textual content you could go away as is if you would like.
I particularly like this template as a result of it already appears so good with out customizing it. All you want is to alter the button’s coloration to one among your model colours, and you will be all set. Plus, you should utilize it with any instrument.
Create HTML Emails to Enhance Your Subscriber Rely
HTML emails are an interesting solution to share what’s occurring in your enterprise and preserve subscribers coming again for extra. With the information and templates we’ve shared, you’re properly in your solution to creating lovely HTML emails with out writing a single line of code.
Editor’s word: This publish was initially revealed in June 2019 and has been up to date for comprehensiveness.