Article Index > Creating HTML Email

I am frequently asked how to create and send HTML email, usually with regard
to how to broadcast it to a mailing list. This article presents the various options
available to you.

How to create HTML email:

Creating the content of an HTML email is very similar to how you would create
a basic web page. Just use your normal web page editor, such as FrontPage or
Dreamweaver (or even Notepad can be used, in conjunction with a browser to
preview the code), and construct a web page in the normal way, saving it as an
.html or .htm file.

You may consider creating an HTML email template that you can use as a basis
for all your future HTML emails. If so, once you're happy with the basic look, save
it and then just open and re-edit for your future emails.

There is an important difference that you need to remember between writing HTML
for your web site, and writing HTML for email.

All the URLs in your code need to be absolute, rather than relative, for all links
and images, eg. http://www.yourdomain.com/image.gif, rather than something
like just image.gif. This also means of course that any images used in your
HTML email need to be stored on a web server, the same as when you use
images on a web site.

How to send HTML email:

To send the HTML email to an individual, such as to yourself in order to check
on its appearance, you can open the web page (i.e. the HTML email) you have
created in the latest version of IE (File -> Open....), and then click File -> Send.

However, if you're creating HTML email for use in email marketing, you will
normally want to use a completely different tool in order to send it to numerous
recipients. There are two main options to enable you to send email to a mailing
list - you can either use some special software on your own computer; or use a
web-based solution, either on your own web site, or via a service run by a third
party.

If you are looking for software, you can find a variety of solutions by going to
somewhere like download.com, and searching for 'send email'. You can also
install some software onto your own web site, which can give you more control
but also gives you all the responsibility for maintenance of the software/script if
things go wrong. However, I personally have a preference for using a third-party
web-based service when sending out my newsletter. For one, it means my
broadcasts are not reliant on my own Internet connection or PC, and it also let's
someone else take care of delivering my messages to several thousand
recipients.

There are literally hundreds of third-party web-based services available, all
varying widely in quality and ease of use, and suiting different budgets and email
requirements. One of the best ways to do your research on this is to check out
your competitors or your favourite newsletters and ezines, and, if they send out
HTML email, find out what service they use. Often the unsubscribe link, that
should be at the bottom of their messages, will point towards the relevant web
site.

(HINT: By signing up to my own newsletter at http://takanomi.com/newsletter,
you will be able to find out which service I personally use.)

Finally, and importantly, should you send out HTML email? It entirely depends on
the preferences of your own list. But, in general, look towards big business. Most
big businesses tend to send out HTML email, and there's only going to be one
main reason for that - response rates. But you do need to ensure that your HTML
email is professional, easy to read, and has an attractive layout.