How to Create Your Own HTML Newsletter: Four Tips on Getting Started

When the internet first rose to prominence, email programs were only compatible with message formatted in plaintext.  As one of the core foundations of the web, HTML was always around, but not a practical method for sending email.  Part of the reason was because most internet connections were so slow that opening an HTML email meant recipients had to wait excessively long just to read the message, while being subject to hefty bandwidth usage fees.  It wasn’t too long before text-based email lost its appeal and HTML became the preferred format. 

 

If you want to wow your subscribers with a beautiful HTML newsletter, these four tips will provide you with the information you need to get started. 

 

1.  Commit to Simple HTML Formatting

 

The golden rule to creating an HTML newsletter is to keep the formatting and the design itself simple.  While HTML gives you the opportunity to go all out from a creative aspect, going overboard could actually do more harm than good.  For this reason, you should refrain from using overly complex layouts, in addition to tables with too many columns and rows.  The more complicated your newsletter is, the more it will degrade in performance and possibly presentation as well.  The last thing you want to do is use HTML in a way that depreciates the value of your message. 

 

2. Avoid Complex Technologies

 

HTML is compatible with a wide range of web and media technologies.  That doesn’t necessarily mean you should try to use them to enhance your newsletter, even if implementation is possible.  For example, just because you have the ability to add Flash animation and videos, doesn’t mean that your subscribers will be able to view the content.  A large number of email clients have trouble rendering HTML as it is, while some are equipped with spam filters that automatically block out Flash and other technologies for security reasons.  If you want to add dynamic appeal to your newsletter, send an email to yourself and test it in multiple programs before launching your campaign.  In fact, thorough testing is the key to success whether you decide to incorporate more complex formats, or decide to stick with HTML alone. 

 

3. Don’t Use CSS as Your Crutch

 

Cascading styles sheets or simply CSS, is a wonderful technology that compliments HTML nicely.  And while it is great for designing websites and blogs, it can be problematic when trying to integrate it with email.  Because style elements such as DIVs and CSS positioning can be so much trouble, old school HTML tags tend to work best.  If you must use CSS, use it strictly inline for simple enhancements.  The problems associated with this tool mean you have to design your newsletter so it still looks good even if the subscriber’s email reader strips out the CSS you inserted. 

 

4. Use the Proper Design tools

 

You don’t necessarily have to be an expert web designer or developer just to benefit from an HTML newsletter.  The combination of a good template and editing tool can work wonders for someone who lacks experience.  If you decide to design your own newsletter, remember that testing is essential.  You need to test your message in as many email reading programs as you can because they all have a different way of rendering the HTML format.  This is the best way to ensure your newsletter looks good and provides an optimal reading experience for your audience.