When done correctly, email marketing can be one of the most cost effective marketing mediums. From a marketing standpoint, it’s vital to ensure that recipients are not over-messaged and that all list management best practices are followed (the CAN-SPAM act is a minimum standard). Offers need to be time-sensitive to maximize response.
Crafting HTML emails is an exercise in balance and exacting workmanship. The messaging must be visible and enticing even without images loaded. Many email marketers make the mistake of using email designs that place all messaging within images. This results in most viewers skipping right over the messaging. From a HTML standpoint, email rendering clients are closer to the HTML/CSS of the late 90’s than a modern web browser. HTML must be perfected and HEAVILY tested. Using a testing service such as Litmus is a necessity to ensure quality.