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Submission: On February 10 via api from SG — Scanned from DE
Submission: On February 10 via api from SG — Scanned from DE
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<p style="font-weight: 400; line-height: 1.4em;">Litmus uses the information you provide us to bring you great content about email marketing trends, stats, events and relevant products and services. You may unsubscribe from these
communications at any time. For more information, check out our <a href="https://www.litmus.com/privacy/" target="_blank">Privacy Policy</a>.</p>
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<small class="note"> Litmus uses the information you provide us to bring you great content about email marketing trends, stats, events and relevant products and services. You may unsubscribe from these communications at any time. For more
information, check out our <a target="_blank" href="https://litmus.com/privacy">Privacy Policy</a>
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FOUNDATIONS: EMAIL CODING 101
* Posted by Alan Tippins
EMAIL CODING 101
While coding HTML email uses the same technologies as websites (HTML and CSS),
it requires a very specific set of skills to do well. Many web designers try to
force web standards on email, resulting in campaigns that render horribly across
email clients. To build sturdy emails you need to code like it’s 1999 - using
tables, HTML attributes, and inline styles.
This tutorial will cover those techniques and give you a good foundation for
building future campaigns.
DOCUMENT STRUCTURE
The basis of any good email is a well-structured HTML document. If you haven’t
been writing HTML for long, it can seem confusing. So let’s go over the basics
of every HTML document.
An HTML document consists of a head and body. The head contains information that
describes your document, as well as specific style rules used in your HTML email
(we’ll get to what should go here in just a bit). The body is where the
structure and content of your email is marked up.
Let’s look at a good base HTML document:
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd">
<html xmlns="http://www.w3.org/1999/xhtml">
<head>
<meta http-equiv="Content-Type" content="text/html; charset=UTF-8" />
<title>Litmus Newsletter</title>
</head>
<body>
...HTML CONTENT HERE…
</body>
</html>
First, you should begin your email with a doctype. A doctype tells email clients
and browsers what type of HTML you are writing and allows you to use tools like
the W3 Validator to check the quality of your HTML. Not every designer includes
a doctype, and many email clients will strip it out, but we recommend using the
XHTML 1.0 Transitional doctype to help your email validate and render reliably
across clients that do use it.
You should also include a Content-Type declaration to tell email clients to use
the UTF-8 Character set. This aides rendering to ensure that your text and any
special characters are properly displayed. Finally, include a title with some
descriptive text about what the email contains. While not vital, a title is a
nice touch for people viewing the web version of the email. In crowded browser
tabs, it will allow users to quickly pick out your email amongst the dozen other
tabs open.
While you could start an email off with just that, there are a few CSS rules
that can help you start your designs out on the right foot. Let’s take a look at
how we can “reset” certain email clients and give your email a consistent base
to build on.
CSS RESETS
CSS resets for email fall into two categories: general resets and
client-specific resets. General resets give all email clients and browsers a
common base to work on. Client-specific resets target some of the quirks
inherent in select email clients.
Let’s look at some general resets that are good to include in your emails. All
of these CSS rules will live in the head of your email and should not be placed
inline when sending a campaign.
<style type="text/css">
/* GENERAL STYLE RESETS */
body, #bodyTable { height:100% !important; width:100% !important; margin:0; padding:0; }
img, a img { border:0; outline:none; text-decoration:none; }
.imageFix { display:block; }
table, td { border-collapse:collapse; }
</style>
The body and #bodyTable rules are there to ensure that clients don’t add any
padding or spaces around your email design and allow you to style your emails
for the entire width of the preview pane. Some webmail clients strip the body
tag out of a message, which is why you should include an ID of bodyTable on the
outermost container table.
Next, it’s a good idea to make sure that images don’t have borders or
text-decorations applied to them, especially when they are wrapped in a link.
There is also a bug in some email clients that adds extra space around images.
We can fix this by using that imageFix class on images and setting their display
to block.
Finally, we take care of email clients adding any extra spacing around tables
and cells by specifying that any borders should be collapsed around tables and
cells.
Now, let’s add to those rules some client-specific CSS to will fix some quirks.
<style type="text/css">
/* GENERAL STYLE RESETS */
body, #bodyTable { height:100% !important; width:100% !important; margin:0; padding:0; }
img, a img { border:0; outline:none; text-decoration:none; }
.imageFix { display:block; }
table, td { border-collapse:collapse; }
/* CLIENT-SPECIFIC RESETS */
.ReadMsgBody{width:100%;} .ExternalClass{width:100%;}
.ExternalClass, .ExternalClass p, .ExternalClass span, .ExternalClass font, .ExternalClass td, .ExternalClass div{line-height:100%;}
table, td{mso-table-lspace:0pt; mso-table-rspace:0pt;}
img{-ms-interpolation-mode: bicubic;}
body, table, td, p, a, li, blockquote{-ms-text-size-adjust:100%; -webkit-text-size-adjust:100%;}
</style>
The first two lines fix Outlook.com (Hotmail) by targeting classes that the
service adds and allows for full-width emails as well as proper line-heights.
The third line targets Outlook 2007 and above and removes spacing around tables
that Outlook adds, which can break an email design. Next, the img rule uses
Microsoft-specific CSS to correct the way Internet Explorer renders resized
images in emails. Finally, the last rule ensures that both Webkit- and
Windows-based clients don’t automatically resize the text in your email.
With these basic CSS resets, we are now ready to take a look at how to actually
code the structure and content of an email.
USING TABLES
Tables provide the structural foundation of the entire email. Since HTML emails
typically require multiple nested tables, it is important to make sure all of
your tags are closed and tables are properly nested. A good practice is to first
mark up the structure of your tables without any attributes or styles to ensure
that everything is well-formed.
HTML emails really only need to use three tags for tables: table, tr, and td.
While there are other tags for marking up tables, like tbody and th, they should
be avoided as not all email clients support them. At best, they are extraneous
markup; at worst, they are rendering problems waiting to happen. By sticking to
table, tr, and td, our emails will be lean and solid.
An example of a properly structured and nested email layout, devoid of any
styling, is below:
<table>
<tr>
<td>
<table>
<tr>
<td>
HEADER CONTENT
</td>
</tr>
</table>
<table>
<tr>
<td>
<table>
<tr>
<td>
LEFT BODY CONTENT
</td>
</tr>
</table>
<table>
<tr>
<td>
RIGHT BODY CONTENT
</td>
</tr>
</table>
</td>
</tr>
</table>
<table>
<tr>
<td>
FOOTER CONTENT
</td>
</tr>
</table>
</td>
</tr>
</table>
You’ll notice that the entire email is wrapped in a containing table (which is
where you should add that #bodyTable ID). This is used for full width and height
emails when body tags are stripped. It is also useful for applying basic styles
to the email and centering your content in the viewport.
Once you have a properly structured table-based layout, you need to properly
size and style everything using HTML attributes and inline CSS.
ATTRIBUTES AND INLINE STYLES
Using attributes and inline styles keeps your design robust. Since a few email
clients either don’t properly render styles in the head or strip the head from
the email outright, attributes and inline styles ensure that your design will be
displayed in all clients.
You should use the width, height, border, cellpadding, and cellspacing HTML
attributes to structure your tables. An example of a 600 pixel wide table nested
inside of a full-width container table is below.
<table border="0" cellpadding="0" cellspacing="0" height="100%" width="100%">
<tr>
<td align="center" valign="top">
<table border="0" cellpadding="0" cellspacing="0" width="600">
<tr>
<td align="center" valign="top">
...EMAIL CONTENT...
</td>
</tr>
</table>
</td>
</tr>
</table>
Notice that the align and valign HTML attributes are also used. These provide a
quick way to align tables and cells, and are used for some responsive email
techniques.
CSS padding also works well across clients for helping to structure and space
your layouts. Since support varies for things like margin, float, and position,
you should stick to the HTML attributes and properties above for structure.
When it comes to styling the content of your emails, there are a few attributes
and properties that are widely supported.
Many email designs call for background colors to be applied. There are two
methods of accomplishing this: using the bgcolor HTML attribute or the
background-color CSS property. To ensure the best support, it’s actually a good
idea to use both in your emails.
<table bgcolor="#eaeaea" style="background-color:#eaeaea;">
When declaring colors for anything, you also want to use the full hexadecimal
code since some clients have trouble parsing hex shorthand like #f00.
When styling your text, there are a few things to keep in mind.
First, you will want to use a font stack that works across devices and email
clients. While you can use less popular system fonts or even web fonts with the
@font-face property, they are not widely supported. An example sans-serif font
stack using both uncommon and widely-supported fonts as a fallback looks
something like this:
<span style="color:#222222; font-size:18px; font-family:Avenir, Helvetica, Arial, Verdana, sans-serif;">Copy goes here</span>
Second, there are a few gotchas when it comes to styling hyperlinks. Like with
browsers, email clients will apply their own default style to links that are not
specifically styled within your email. This can lead to some ugly links in an
otherwise beautifully designed campaign.
To account for this, you will want to apply your inline styles both the the
actual a tag as well as a span surrounding the text of the link, like so:
<a href="http://litmus.com" style="color:#222222; text-decoration:none;"><span style="color:#222222; text-decoration:none;">Learn More About Litmus</span></a>
Apple devices, like the iPhone and iPad, pose their own problems with links.
Mail for iOS has the habit of styling links and anything that looks like an
address or telephone blue. We recommend wrapping any offending text or links in
a span with a class like .appleLink and using CSS to override Apple’s styling,
like so:
<span class="appleLink">888-888-8888</span>
In the head of your email:
<style type="text/css">
.appleLink a { color:#222222 !important; text-decoration:none !important; }
</style>
These guidelines should allow you to reliably structure and style the copy in
your emails, but what about adding images?
ADDING IMAGES
Most email campaigns require the use of images - to convey information, to
entice interaction, or to simply add some style to an otherwise boring design.
Whatever their purpose, there are a number of guidelines you should follow when
adding images to an email design to ensure that they display correctly across
email clients.
Many designers reference images using relative paths when developing their
campaigns on their local machine. While this is perfect for a quick development
process, using relative paths simply doesn’t work for a production email.
Absolute paths are required to make sure your images are properly displayed.
Some email clients have trouble parsing the correct size of an image if it is
not explicitly declared in your code. Therefore, along with an absolute path to
the image, you will want to define the width and height of an image when adding
it to your design. A good base image tag is shown below:
<img src="http://assets.company.com/header.jpg" width="600" height="200" />
The big issue with images in email is that many email clients will disable
images by default. The best way to account for this challenge is to use alt-text
in your image tag so that, at the very least (in clients that support alt-text),
you can provide your readers with some context for the missing images.
<img src="...path to image..." class="img-max" alt="eat your own dog food" border="0" width="500" height="287" />
While you could stop here and feel comfortable that you gave your users some
information, it’s easy to enhance the experience of having images disabled by
styling your alt-text. Adding some inline styles to the above image will yield
some cool results.
<img src="...path to image..." class="img-max" alt="eat your own dog food" style="display: block; font-family: Arial; color: #ffffff; font-size: 28px;" border="0" width="500" height="287" />
There is a lot you can do with styled alt-text. Check out our tutorial on the
subject for more information on techniques and compatibility across email
clients.
Finally, it’s a good idea to always link your images to a landing page. Users
are used to images also being hyperlinks on the web, and breaking common
patterns like this is a recipe for a frustrating user experience. Nothing
special is required when wrapping images with links, just a simple a tag will
do:
<a href="url"><img src="http://assets.company.com/header.jpg" width="600" height="200" alt="2014 Product Updates" style="color:#222222; font-size:24px; font-family:Helvetica, Arial, Verdana, sans-serif; font-weight:bold; background-color:#eaeaea;" /></a>
Linked images provide a great way for users to interact with your images, but
nothing beats the classic call-to-action: the button.
BULLETPROOF BUTTONS
Traditionally, email designers relied on images for their buttons. Images
provided a way for them to design beautiful and enticing buttons. Unfortunately,
with email clients disabling images, calls to action were lost and engagement
was threatened.
Enter Campaign Monitor’s Stig Morten Myre, who popularized a technique known as
bulletproof buttons. Stig relied on styling buttons out of HTML and using
Microsoft’s VML code to provide a fallback for Outlook.
An example of bulletproof button code:
<div><!--[if mso]>
<v:roundrect xmlns:v="urn:schemas-microsoft-com:vml" xmlns:w="urn:schemas-microsoft-com:office:word" href="http://litmus.com" style="height:40px;v-text-anchor:middle;width:200px;" arcsize="50%" strokecolor="#1caeba" fillcolor="#2bcae3">
<w:anchorlock/>
<center style="color:#147e94;font-family:sans-serif;font-size:13px;font-weight:bold;">Killer Buttons</center>
</v:roundrect>
<![endif]--><a href="http://litmus.com"
style="background-color:#2bcae3;border:1px solid #1caeba;border-radius:20px;color:#147e94;display:inline-block;font-family:sans-serif;font-size:13px;font-weight:bold;line-height:40px;text-align:center;text-decoration:none;width:200px;-webkit-text-size-adjust:none;mso-hide:all;">Killer Buttons</a></div>
It looks complicated (and can be, depending on how advanced your buttons get),
but Campaign Monitor has an excellent tool for generating bulletproof buttons.
At Litmus, we have been using an even more stripped down version of a
bulletproof button that relies solely on styled HTML for the button.
<table width="100%" border="0" cellspacing="0" cellpadding="0">
<tr>
<td align="left" style="padding: 25px 0 0 0;" class="padding2" colspan="2">
<table border="0" cellspacing="0" cellpadding="0" class="responsive-table">
<tr>
<td bgcolor="#d75742" style="padding: 12px 18px 12px 18px; -webkit-border-radius:3px; border-radius:3px" align="center">
<a href="url" target="_blank" style="font-size: 16px; font-family: Helvetica, Arial, sans-serif; font-weight: normal; color: #ffffff; text-decoration: none;">Learn More →</a>
</td>
</tr>
</table>
</td>
</tr>
</table>
Whichever method you choose, bulletproof buttons are increasingly the best way
to provide users with gorgeous calls to action that render across clients even
when images are disabled.
USING CSS3
With more users opening emails on mobile devices with excellent support for HTML
and CSS, using CSS3 is becoming a viable option for email designers to embellish
their designs.
CSS3 is a great way to add things like text shadows and rounded corners to
elements of your email without relying on images. CSS3 properties can be used
inline like any other style.
<span style="font-size:24px; font-family:Arial; color:#0080FF; text-shadow:1px 1px 4px #000000;">Text Shadows!</span>
Using the bulletproof buttons example above, you can see how we use the CSS3
border-radius property to give our buttons a nice design touch:
<td bgcolor="#d75742" style="padding: 12px 18px 12px 18px; -webkit-border-radius:3px; border-radius:3px" align="center">...BUTTON COPY...</td>
Support across clients varies for CSS3. Mobile clients, which have a huge and
growing user-base, typically have the best support for CSS3 properties. Apple
Mail on the desktop also has great support, even when it comes to things like
CSS3 animations!
If you need your design elements to render an a wide variety of clients,
especially older desktop clients, then you may still want to stick to non-CSS3
techniques or use images. But, if you have a large mobile audience or can get
away with CSS3, go for it! Just test and see what works for your audience.
SUMMARY
Hopefully this article provided you with a basic overview of what is required
when coding HTML emails. While there are a number of alternative techniques for
coding emails, these are the ones we have found to work the most reliably across
email clients.
Once you have a good handle on these techniques, we encourage you to experiment
with more advanced techniques like using SVG, animations, and web fonts in email
as well as making your emails responsive. Future articles will cover all of
these topics in-depth, but for now, you can use some of the links below to get
more information.
FURTHER READING
Infographic: Email Coding 101
MailChimp: Development
The Ultimate Guide to Styled ALT Text
Campaign Monitor Guides
Bulletproof Button Generator
* BZ
Brian Zoro said:
The example img tag has "px" after the width and height values. It should
just be a number value for the width and height attributes, unless I'm
mistaken.
Edit | Delete
* JD
Joris Debonnet said:
You're not mistaken! That's fixed now.
Edit | Delete
Login to leave a comment
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