HTML email - you either love it or you hate it. Some love the simplicity of text-only emails, while others praise the flexibility and good looks of HTML. But it doesn’t really matter whether you love it or hate it because sooner or later a client will ask you to design one of those ‘pretty looking email thingies’ for their own customers, and then what do you do?

Most of us tend to think that if we can design a web page, then hell, an HTML email will be a piece of cake! Well…almost. But before you decide to plunge into HTML email design head first, there are a few guidelines to follow that can ensure the best results for you and your clients.

The guidelines fall roughly into these recommendations: how you should design your email, how you should code it and finally the essential content you should include. Before we get into it though, let’s get one thing settled once and for all. These guidelines are for relevant, permission-based emails being sent only to subscribers who have opted in to hear from your client specifically on the topic of the email. So if you’re a spammer, look away now!

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