Whenever you create an e-mail utilizing a drag-and-drop or module-based instrument, you are truly producing an HTML e-mail.
There are two essential sorts of e-mail you’ll be able to ship and obtain: plain textual content emails (these are precisely what they sound like — any e-mail that accommodates simply plain outdated textual content with no formatting) and HTML emails, that are formatted and styled utilizing HTML and inline CSS.
HTML emails are straightforward to identify — many of the styled, multimedia advertising and marketing emails in your inbox are HTML emails.
As a marketer, you have in all probability in contrast HTML emails versus plain-text emails and realized that there are totally different advantages to every kind. HTML emails aren’t inherently higher than plain textual content emails, and in several conditions, each sorts will be a part of a profitable e-mail advertising and marketing program.
Right here’s what an HTML seems to be like on the front-end. Click on on the HTML button to see the code behind it.
See the Pen HTML E-mail Template from HubSpot by Christina Perricone (@hubspot) on CodePen.
On this article, we’ll cowl how one can get began creating HTML emails, no matter your expertise stage and luxury with coding, and share some free templates you need to use. Let’s dive in.
Learn how to Create an HTML E-mail
Excellent news: You truly don’t must know code to create an HTML e-mail.
Most instruments that create and ship e-mail (like HubSpot) will provide 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 adjustments within the e-mail editor, these adjustments will likely be routinely coded into the ultimate product. E-mail constructing instruments like this are a perfect possibility if you do not have an e-mail designer in your group, however you continue to need to ship professional-looking advertising and marketing emails.
Professional tip: Need assistance with the content material of your e-mail? HubSpot’s Marketing campaign Assistant can create a custom-made first draft in only a few clicks— so you will get again to the enjoyable half.
Nonetheless need to create an HTML e-mail from scratch?
In the event you’re comfy with HTML and need extra direct management over the code of your emails, most e-mail instruments will permit you to import HTML information immediately to be used as customized e-mail templates.
There are all kinds of free HTML e-mail templates obtainable on the net (a few of which we’ll share under), and if you already know your means round an HTML file, it is often fairly easy to adapt the template to the e-mail constructing instrument of your selection.
To create an HTML e-mail fully from scratch, you will must have a sophisticated data of HTML (or work with a developer who does). This information affords a stable overview of coding a primary HTML e-mail. As a result of the method of making an HTML e-mail from scratch will be fairly concerned, we suggest working with a developer or utilizing a pre-made HTML e-mail template as an alternative.
Creating an HTML e-mail particularly for HubSpot?
In the event you’re growing an HTML e-mail template particularly to be used in HubSpot, you will need to be sure you embrace the required HubL tokens (these guarantee your emails will be custom-made and are compliant with CAN-SPAM legal guidelines). You will discover an entire information to coding HubSpot-specific HTML e-mail templates right here. Or alternatively, simply use our easy what-you-see-is-what-you-get e-mail editor.
HTML E-mail Greatest Practices
- Be sure your HTML e-mail is responsive for various display screen sizes and gadgets.
- Be sure your styling works in several e-mail purchasers.
- 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 simply perceive the fundamentals of what goes into growing an HTML e-mail, let’s go over just a few essential finest practices it is best to have in mind. It doesn’t matter what methodology you propose to make use of to create HTML emails, these finest practices will assist enhance the design, consumer expertise, and deliverability of your emails.
1. Be sure your HTML e-mail is responsive for various display screen sizes and gadgets.
The best way your e-mail seems to be in a consumer’s inbox is determined by all kinds of various components.
One of many greatest and most blatant components is the display screen dimension of the gadget it is being considered on. An e-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 screen.
To make sure your HTML emails look the way in which you supposed throughout a large spectrum of display screen sizes, the most effective factor you are able to do is maintain your structure easy and easy. Whenever you begin including extra advanced parts like a number of columns and floated photographs, it turns into tougher to translate the format of your e-mail for various display screen sizes.
In the event you do determine to develop a extra advanced structure, be sure you’re actively fixing for the way the weather will likely be rearranged to swimsuit totally different display screen sizes. For instance, in case your e-mail shows as multi-column on desktop, that very same construction will not fly on cellular — you will want to make use of media queries to outline how parts will likely be displayed on totally different display screen sizes.
Bear in mind, growing really responsive HTML emails goes past the construction and format of your message. Take into consideration how the general consumer expertise of your e-mail will likely be perceived on totally different gadgets. Be sure your font selections are simply as legible on cellular as they’re on desktop, and use mobile-friendly buttons or CTAs rather than hyperlinked textual content (have you ever ever tried to faucet somewhat line of hyperlinked textual content on cellular? It is not very straightforward).
You will discover our extra in-depth information to cellular e-mail finest practices proper right here.
2. Be sure your styling works in several e-mail purchasers.
One other large issue that closely impacts the way in which your HTML emails seem in your subscribers’ inboxes is the e-mail shopper they’re utilizing to open the message. Each e-mail shopper masses emails barely in a different way, so an e-mail that appears a sure means in Gmail will probably look totally different in Outlook.
Fortunately, if you know the way hottest e-mail purchasers load explicit HTML and CSS parts, you’ll be able to create a reasonably constant expertise throughout totally different customers’ inboxes. It is all about figuring out which unsupported tags to keep away from and adapting accordingly. This complete information explains how the preferred e-mail purchasers (together with Gmail and a number of variations of Outlook) assist and render totally different styling parts.
It’s also possible to try an article we wrote on optimizing emails for various e-mail purchasers.
3. Take heed to how lengthy your HTML emails take to load.
How lengthy your e-mail takes to load might very effectively be the distinction between gaining a brand new buyer and dropping a pissed off subscriber. Whereas it may be tempting to benefit from all of the totally different styling choices and alternatives to include visuals that HTML emails provide, none of that issues in case your e-mail takes too lengthy to load.
As you design your HTML e-mail, stay aware of how lengthy your e-mail will take to load — particularly if somebody is, say, opening your message on their morning subway commute with a weak information connection. Listed below are just a few little steps you’ll be able to take that can go a good distance in the direction of enhancing load time.
Use photographs sparingly.
That means, you’ll bolster the message you need to get throughout to subscribers. At all times use a picture compressor (like Compressor.io) to cut back the file dimension as a lot as attainable. Most picture compressors can considerably cut back the file dimension of a picture with out compromising on high quality, so taking this additional step will not harm the visible integrity of your e-mail.
Use commonplace internet fonts.
Customized fonts are nice for spicing up a touchdown web page, however they’ll add an extraneous layer of complexity when added to an e-mail. As we talked about above, all e-mail purchasers deal with model parts in a different way, and this particularly extends to fonts. To be protected, use commonplace internet fonts and examine to verify 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 parts will likely be stripped out, however the precise rendering of your e-mail ought to stay the identical (at all times check it out!). Every line of code impacts how lengthy an e-mail takes to load, so taking the time to take away junk code can have a constructive impact on load time.
Hold your message centered on a single goal.
The easiest way to cut back e-mail load time is to cut back how a lot content material you add to every of your e-mail sends. It may appear 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 consumer expertise (no person desires to learn a novel in e-mail type), however it could possibly ship your load day without work the charts and trigger customers to desert your e-mail. Hold it easy, and your customers will thanks.
4. Plan (as a lot as you’ll be able to) for end-user inconsistencies.
The display screen dimension and e-mail shopper aren’t the one components that may alter the way in which your HTML e-mail renders in your subscribers’ inboxes. Parts just like the model of their e-mail shopper, their working system, their distinctive consumer settings, their safety software program, and whether or not or not they’re routinely loading photographs can all impression how your e-mail masses.
As you’ll be able to in all probability guess by that hefty listing of things, attempting to resolve for all of them (each single time you ship an e-mail) would in all probability be sufficient to make you throw your pc throughout the room.
However you do not have to be fully helpless within the face of those variables — you simply should do some pre-planning.
Contemplate making a webpage model of your e-mail.
That is form of like giving your e-mail a fail-safe button. If for some motive — on account of one of many many components mentioned above — your lovingly designed e-mail renders like an absolute mess when a subscriber opens it, they may no less than have the choice to click on “view as internet web page” and see the e-mail as you supposed it to be.
Since model parts render far more constantly throughout internet browsers versus e-mail purchasers, you can have far more management over the online web page model of your message. In HubSpot, there’s an possibility you’ll be able to activate that can generate an online web page model routinely.
Create a plain textual content model of your e-mail.
A plain textual content model is strictly what it feels like — an alternate model of your HTML e-mail that renders in fully plain textual content. Including a plain textual content model of your HTML e-mail is essential as a result of some e-mail purchasers and consumer settings cannot (or select to not) load HTML.
If so, the shopper will search for a plain textual content different model of your HTML e-mail to load for the consumer. If one does not exist, it might sign to the recipient’s e-mail server that your message is spam — or doubtlessly harmful.
Most e-mail instruments like HubSpot will routinely present a plain textual content model that shows if a recipient’s e-mail server requires it, however should you’re coding an HTML e-mail from scratch, you will must create one thing known as a multipart MIME message.
A multipart MIME message is an e-mail that accommodates each a plain textual content and HTML model of the identical e-mail. If a recipient’s e-mail shopper or safety system does not enable HTML e-mail, the plain textual content model will likely be displayed. This can be a course of that requires a sophisticated data of coding, so we suggest working with a developer.
Be sure your e-mail nonetheless is sensible if the photographs do not load.
Some customers have automated image-loading turned off, which suggests they will see your e-mail with out photographs after they open it. Because of this, do not rely solely on photographs to get the that means of your message throughout, and at all times add alt-text to the photographs you do embrace. Alt-text will load even when photographs do not, so your subscribers can get the overall thought of what the visuals embrace.
5. Conduct thorough testing.
Lastly, you will want to check your HTML e-mail at each stage of improvement to make sure it really works throughout totally different e-mail purchasers, working techniques, and gadget sorts. Do not wait till the very finish of the method to check out your e-mail — testing as you’re employed is one of the simplest ways to identify inconsistencies between totally different e-mail purchasers and make sure you’re creating probably the most constant expertise attainable in your recipients.
Some e-mail instruments (like HubSpot) provide in-app testing inside their e-mail builders to make the method simpler. In the event you’re working from scratch, you need to use a instrument like HTML E-mail Test or PreviewMyEmail to get a greater thought of how your e-mail will look in several e-mail purchasers and gadgets.
Easy and Free HTML E-mail Templates
There are an amazing quantity of HTML e-mail templates obtainable on the net, they usually range in high quality, responsiveness, and worth. We have pulled collectively a number of free HTML e-mail templates that present a responsive consumer expertise. Make sure to learn the phrases and circumstances on every particular person template earlier than use.
1. Product Promotion HTML E-mail Template by HubSpot
Whether or not you are launching a brand new product or just promoting your present choices, this e-mail template is a good place to begin. Included within the free model of Advertising and marketing Hub’s e-mail instrument, this template affords loads of room for personalisation. You possibly can simply add photographs, textual content, and buttons in an intuitive drag-and-drop editor. It’s also possible to be assured that the templates you design will likely be totally responsive on any gadget.
The primary advantage of utilizing this template is that it is bundled with all different Advertising and marketing Hub instruments. Plus, you may have different templates to select from — you do not have to remain confined to this selection. The drag-and-drop e-mail editor is one other implausible plus.
2. Firm Information HTML E-mail Template by Marketing campaign Monitor
In the event 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 amazing match for style or up to date manufacturers. Plus, it is linked to Marketing campaign Monitor’s e-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 subtle and minimal. The refined coloration palette and easy design make it a flexible possibility for a lot of industries and functions, and it has been examined on totally different e-mail purchasers and gadgets to make sure a constant consumer expertise throughout platforms.
3. Welcome HTML E-mail Template by Unlayer
Unlayer is an e-mail advertising and marketing instrument that primarily focuses on e-mail design. Its drag and drop editor makes enhancing 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 in 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 high to spotlight a call-to-action.
4. Minimalist Welcome HTML E-mail Template by MailBakery
Proof that generally much less actually is extra, this straightforward, totally responsive design makes probably the most of whitespace and retains the main focus firmly in your phrases and visible parts. With out design distractions, your content material can actually shine — on any gadget.
This template is on the market on the MailBakery e-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 should you’re comfy dealing with HTML information and should you’re aware of the add course of in your instrument.
5. Free HTML E-mail Templates from Bee Free
I could not determine on a template to function from the Bee Free market, so I’ve determined to suggest its whole library as an alternative. This assortment of free, open-source templates are fully responsive and examined throughout widespread e-mail purchasers. You possibly can 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 e-mail advertising and marketing instrument.
These are a perfect possibility if you would like 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 e-mail subscriber re-engagement.
6. Retailer Sale HTML E-mail Template by Marketing campaign Monitor
This smooth, responsive design from Marketing campaign Monitor can be good for sending out a reduction code — nevertheless it might additionally function a trendy solution to showcase your newest merchandise to e-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 e-mail templates.
7. Trendy HTML E-mail Template by ActiveCampaign
This e-mail template from ActiveCampaign is fashionable and optimized — good for introducing your organization or your merchandise. Its hero part contains 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, providing you with a second likelihood at changing them.
To make use of this free HTML e-mail template, you will want to enroll in an ActiveCampaign free trial. Its e-mail instrument begins at $49/month and contains 3 seats, making this template an amazing match in case your e-mail advertising and marketing group contains a number of individuals.
8. Apology HTML E-mail Template by Stripo E-mail
It is by no means enjoyable to fail to satisfy a buyer’s expectation, nevertheless it’s even much less enjoyable to depart them at midnight. This free HTML e-mail template from Stripo, an e-mail instrument, permits you to 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 permits you to ask for suggestions proper within the e-mail. That makes it straightforward and easy for the recipient to inform you how they really feel about their interplay along with your firm to this point.
To make use of this template, you solely must join on Stripo’s free tier, which permits you 4 e-mail exports.
9. Hero Picture Free HTML E-mail Template by ZURB
ZURB is an e-mail template supplier that has created a sequence of free e-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. This can be a good match for newsletter-dependent manufacturers.
You may need 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 e-mail advertising and marketing software program.
10. Password Reset HTML E-mail Template by Basis Framework
A password reset e-mail does not should be elaborate, and this HTML e-mail template from Basis Framework (additionally is aware of as ZURB) checks all of the bins. It leaves an area so that you can both embrace your emblem or a cute graphic, and placeholder textual content which you can go away as is if you would like.
I particularly like this template as a result of it already seems to be so good with out customizing it. All you want is to alter the button’s coloration to one in all your model colours, and you will be all set. Plus, you need to use it with any instrument.
Create HTML Emails to Enhance Your Subscriber Depend
HTML emails are an enticing solution to share what’s occurring in your corporation and maintain subscribers coming again for extra. With the guidelines and templates we’ve shared, you’re effectively in your solution to creating lovely HTML emails with out writing a single line of code.
Editor’s notice: This publish was initially printed in June 2019 and has been up to date for comprehensiveness.
