Five HTML E-mail Design Tips, Part 1
3. Follow best practices for content. With all of the rendering difficulties that can be caused by images and coding issues, be particularly careful with your messaging. As a result, e-mails should include the following:
* Visible text. If the text is the same color as the background, the message probably won’t make it through spam filters.
* A pre-header with links to a Web version of the message and a prompt to add the sender to subscribers’ address books. The pre-header should let recipients know who sent the message, what it contains and how to view it properly.
* Your physical address, unsubscribe link, valid subject line and routing information, as well as a warning if the e-mail contains adult content. All e-mails should follow the current CAN-SPAM regulations.
Matt Elliott is director of client services and Brent Shroyer is product manager for Listrak, a Lititz, Pa.-based e-mail marketing company. Reach Brent at firstname.lastname@example.org, and Matt at email@example.com.