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Having recently created an HTML email newsletter campaign (make sure you sign up to our updates from the box on the right!), I thought it was perhaps appropriate that I share some of my experiences in creating such campaigns. Designed well, HTML email is, debatably, a very powerful and cost-effective way of reaching your target audience. Many web purists believe that HTML email is, indeed, the work of Il Diabolo himself. I, however, don’t share that view and think that customers and clients respond much more positively to colour and interest against plain text. That is, of course, my personal view. HTML emailing is hard work, and the margin for error is slim. Because different email clients render incoming mail differently, you have to minimise the pitfalls rather than maximise the impact. In other words, don’t assume that if it looks fantastic and pretty when leaving your Microsoft outbox that it will look tip-top when it arrives in your recipient’s Gmail or Mac Mail inbox. (more…)