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
- 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.