Creating an html newsletter is not as easy as it seems. It requires great deal of attention to detail and testing to get it right. The idea of html newsletter is great because you get to use html in your newsletter, but just like browsers that don’t support certain html tags or javascript, email clients have their own limitations.

And it’s much worse than the browser issue because there only a handful of browsers, but there are dozens of email clients. Of course, when making a newsletter, you want it to be consistent cross all email clients.

Your conversion rate will be much higher if your newsletter is consistent. It is obvious you’d lose a possible sale if user opens their email and they see poor alignments or even worse, some of the newsletter is missing or they see the actual html tags all over.

 

I myself get a lot of these and sometimes even big companies don’t spend the time testing newsletter email client consistency. In one case, I get all email with html tags, gmail just doesn’t parse them to actual html for some reason. Sometimes I can hardly read the text. I still use the service because I have to, but of course, in other cases, I would simply unsubscribe. Hence your newsletter may have the negative affect.

 

Here is a great article on html/css support for some of the major email clients. This article did help me a lot in my own testing.

 

But generally, here is what it comes down to:

-        links to css stylesheet do not work

-        only use inline css style

-        don’t use background image

-        don’t use javascript

-        make sure you have full links to your images

-        don’t use a lot of images – many email clients ask the user if they want to display images and before they say yes, your newsletter kind of looks crappy.

-        Some css tags don’t work, like background-image or hover

-        Test – and again, make sure you test your newsletter with all major email clients.