Are Gmail Users Laughing at Your HTML Email?

They could be. Chances are, if you design HTML emails without paying heed to the different "rules" set by various email clients, you might get away with it on most browsers. But on Gmail? Your email probably looks like crap.

It’s a pretty well known fact that HTML emails display a little differently depending on the email program you use.  In some cases, like Yahoo and Hotmail, the differences might be minor - for example, the fonts shown may not be the ones you used in your original design.  In AOL, your background might not show up.  Other email clients won’t display your images unless you click and allow it.  Annoying, but not such a big deal.

Gmail however, is a completely different story.  Among other things, it strips any code before the body tags, and doesn’t support a lot of other code that people normally use. So what might look like a gorgeous work of HTML art to you could seriously look like an awful mess of gobbledygook on Gmail.  Outlook 2007 can be pretty evil too. Trust me on this.  Here’s a real-life example.

 This is the original design of a newsletter template I made BEFORE I learned about the Gmail thing:

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     Here’s how it looks in Outlook 2007 (Yikes) 

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   And here’s how it looks on Gmail  (EEKS! WTF???)

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I’ll definitely have to fix that, and soon.  Unless you’re familiar with HTML and actually do your own coding, it’s pointless to discuss design tips to address this here, but there are a few solutions for the not-so-HTML-savvy.

The simplest solution - which you’ve probably already seen in a lot of HTML emails you’ve received - is to have a web version of your HTML email, and include a link to this in your email.  But would a person who isn’t really all that interested in your email to begin with even bother to click it?  Whatever. Doesn’t matter. Just do it anyway.

The ideal scenario is to have your email formatted in such a way that on the first look - even without images showing - people already see the most important things you need them to see. That means that your main message should be in the text - NOT the images.   

It’s amazing how many people make the mistake of sending emails that are full of big photos - or worse yet, made up of nothing but one big image - say a print ad they just decided to stick onto an email.  Not only will these emails not display in email programs with image viewing turned off by default (for ex, Outlook) - the images also affect email deliverability.  Using images in emails to hide dubious text is a typical Spammer technique, and the Spam Police have caught on pretty quick.  So any email that is too image-heavy is automatically on the suspect list of most spam filters.

Secondly, never send out an HTML email without previewing it in different email browsers first.  Sign up for a bunch of free email accounts, set up some email addresses on Outlook and other popular desktop email programs, and create a test list you can send to before sending to your actual list. Then check each one to see if your email looks ok.  If it doesn’t - tweak as needed until it does. If there’s really nothing you can do - just make sure you have that link to a web version.

If you don’t want to go through the hassle of maintaining and all those email accounts, there are some service providers that have built-in preview features that allow you to see how your email will look in most email programs.  Mailchimp has the "Inbox Inspector" (costs extra to add it on to your account though), and Interspire’s Sendstudio email software has a preview feature for Hotmail, AOL, Yahoo, Gmail, Outlook 2003 and Outlook 2007 built right into the email editor. 

Bottom line — don’t just assume that your HTML will look as great as you think it will - whether on Gmail or any other email program.  If you really want to use a snazzy HTML design,  take the time and effort to format it properly (hire a professional if you have to). And remember that in most forms of communication, substance beats style any day. If you really want to make sure your message goes out, just keep it simple and keep it clear.