Email design resources

One of the more frequent questions I get that I can’t answer is how to design a good email. Design is just not my strong point and outside actually getting the HTML right, what an email looks like doesn’t have a whole lot to do with delivery. It was pointed out to me today that the nice people over at Mailchimp have a resource page for designing emails.  It’s a good mix of theory and explanation and some code examples.
Very useful if you’re trying to create pretty HTML emails from scratch.

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Is it ever OK to violate best practices?

Last week @justinpremick tweeted the question “Is it ever OK to break best practices.” My reaction, and reply, was of course it is OK to break best practices, if you know what you’re doing and why.
Best practices are all about things that are safe. If you do these things, in all likelihood you will not encounter any major problems. The things we tell people are best practices are not written in stone and inviolable. Rather, they’re a way to succeed without understanding all the ins and outs of email.
The key to violating best practices is to know why the recommendation is a best practice. Take, for example, practices relating to email design. Best practices say that emails should not be image only and they should be designed in such a way that users don’t have to scroll sideways. However, StyleCampaign recently reported on a campaign from the Canadian Tourist Board that violated both of these best practices.
The email was laid out as a maze, requiring the user to scroll around the message to find the call to action. The designers have reported they are quite pleased with how successful the campaign was received.
So, yes, Justin, you can violate best practices and it is OK. Best practices are not laws, they are guides. If you know what pitfalls the best practices are helping you avoid, then you can violate those guides without problems.

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Creating effective links

CampaignMonitor blogged today about an email they sent out that triggered the Thunderbird “this might be a scam” filter.

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Mail that looks good on desktop and mobile

Over the weekend I noticed a new CSS framework aimed at email rather than web development, “Antwort“.
This isn’t the first or only framework for email content, but this one looks simple and robust, and it allows for content that doesn’t just adapt for different sized displays but looks good on all of them. The idea behind it is to divide your content into columns, magazine style, then display the columns side-by-side on desktop clients and top to bottom on mobile clients. That opens up much more interesting designs than the more common single fluid column approach.

It looks nice, it supports pretty much every interesting email client, but it also comes with some directions based on real world experience.

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