Email plays a crucial role in any marketing plan. It's one of the fastest and easiest ways to connect with your audience. With email, you can create smart and interesting campaigns to engage with your contacts at every step of their buying journey. Because of its effectiveness, it's no surprise that over half of marketers report getting the best return on investment, or ROI, from their email efforts.
Yet, running email campaigns can come with challenges. Many people struggle with low open rates, which means not many recipients are reading their emails. Others face poor conversion rates, where few people take the desired actions after reading the emails. There are also formatting issues that can ruin even the best-designed campaigns.
The good news is that low open rates and poor conversions can often be improved by changing the email copy. For example, crafting more engaging subject lines can help grab attention. However, if you're facing formatting problems, the solution could be more complicated if these problems stem from your CSS code. CSS, or Cascading Style Sheets, is what you use to style your HTML emails.
In this article, we will explore how CSS works in email marketing. We will also highlight common issues that happen when using CSS in HTML emails. Lastly, we will offer a few potential solutions to help you fix these issues. By understanding both CSS and the problems it can cause, you can improve the effectiveness of your email campaigns. This knowledge is essential for ensuring that your marketing strategies succeed.
What exactly are Cascading Style Sheets (CSS)?
CSS, which stands for Cascading Style Sheets, serves as the design guide for your HTML code. Think of it like the blueprint for a house. It explains how different HTML elements should look and fit together on a webpage. For example, CSS sets the colors, defines headers, formats tables, and arranges images. By using CSS, you can create a visually appealing and organized website that captures the attention of visitors.
One of the main reasons CSS was created is to simplify the work of web developers. In the past, developers had to type separate commands for each font, color, and design element. This was tedious, especially for larger websites. With CSS, all these design details can be collected in just one file. This means that if you want to make changes, like updating a font or changing a color, you only need to edit that one .css file. This feature saves time and helps keep your design consistent across the entire website.
While CSS is a useful tool for managing website designs, it can be less reliable when it comes to emails. Many email programs do not support CSS in the same way web browsers do, making it tricky to create visually appealing emails that look the same for every recipient. This can be frustrating, especially when you want to present your brand professionally through email communications. Therefore, it’s important to consider these limitations and plan email designs accordingly. By understanding how CSS works, you can effectively manage your website's design and create a stronger online presence for your business.
Why CSS in HTML emails can cause problems
When you create an email using one of the popular email tools today, it looks exactly how you want it to. You might include flashy graphics, interesting tables, or even some Flash elements. However, the moment that email is opened by recipients using different email services, the outcome can change drastically. These changes usually have nothing to do with your coding skills. They mainly come from the capabilities of the email service providers, which can vary significantly. For example, a design with lots of images may appear perfectly fine in Gmail on your friend's phone. But in Outlook on your desktop, it could end up looking bare and lacking all the visuals.
Another issue with CSS emails involves how they are formatted. You may have planned out every box and template carefully, but they might not stack the way you intended. Instead of fitting the entire screen, they could look crammed or compressed. Think about how an email looks in Gmail, where these formatting issues can be very noticeable. Not only does this affect how your email appears, but it also impacts how your readers engage with it. If they can’t easily read your email or see your important images, they are less likely to stay interested.
Furthermore, different email providers support different features. This means that while some of your readers can see your email as you designed it, others may receive a plain or poorly formatted version. This inconsistency can lead to significant problems for your marketing efforts. Research suggests that many people will delete emails that look disorganized in less than three seconds. If you want your email campaigns to succeed, it’s crucial to keep in mind that how your emails appear can make or break your chances of engaging your audience. Make sure to consider how various email platforms display your content before hitting send.
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How to be successful with CSS in HTML emails
Even though using CSS in HTML emails can have its challenges, it doesn’t mean you should give up on it. The key is figuring out which CSS codes are essential and how to style them so that they display correctly in various email programs. Remember, not all email clients support the same CSS features. This is important when designing your emails, as it can affect how they appear to your recipients.
A useful resource is Campaign Monitor. They provide a detailed guide on popular CSS commands and list which email providers support them. By understanding this, you can make smarter choices when styling your emails. It allows you to take advantage of CSS features that will enhance your email’s appearance.
When designing your emails, consider options like using inline styles rather than embedded or external styles. Inline styles are applied directly within the HTML tags and are more likely to display correctly across different email clients. Additionally, keep your design simple and focus on a clean layout. This reduces the risk of creating issues with complex CSS. Also, testing your emails on various platforms is crucial. This will help you identify any issues before sending them out. Utilizing these strategies will help ensure that your email designs not only look great but also reach your audience effectively.
1. Use inline CSS.
If you decide to use CSS in your HTML emails, the best approach is to use inline code. This method is the most reliable and commonly used way to add CSS to HTML emails. Research from Litmus shows that 86% of email designers apply their CSS styles inline. The main advantage of using inline CSS is that most email providers fully support it. This support means you are more likely to achieve the desired appearance of your email without encountering formatting issues.
However, it’s important to note that using inline CSS can be time-consuming. Your email developer will need to write additional code for each design feature you want to include beyond basic HTML. This extra coding effort can lead to longer development times for your email templates.
While there are tools available to help streamline the process of developing email templates, many small business owners still find themselves doing things the old-fashioned way. In the same research from Litmus, it was found that nearly 70% of marketers are manually inlining their CSS without the help of any builders. This statistic highlights how common it is to handle CSS coding by hand, despite the existence of tools that could make it easier.
In summary, using inline CSS is a widely accepted practice that enhances the chances of consistency and support across various email clients. However, be prepared for the extra time it may take to create your templates this way. If you are looking for efficiency, you can explore template builder tools. But remember that mastering inline CSS can still provide the quality and reliability that makes your emails look professional.
2. Avoid embedded and external CSS in HTML emails.
When designing HTML emails, you might consider using two additional CSS options. However, these can lead to display issues in different email clients. One of these methods is called embedded CSS. This style is becoming more popular, especially with the growing use of mobile devices and responsive email designs. With embedded CSS, you define styles in one central location within your email, usually in the <head> section as a <style> tag. While this offers a more organized approach, be aware that some email servers may remove the content from this section. If that happens, your email could display incorrectly. It’s essential to test how your emails appear across various platforms to ensure they look as intended.
The second option is external CSS. This method is commonly used for website development but is not recommended for email design. External CSS involves linking to a stylesheet stored on a different server. While this can keep your email code tidy, most email providers block these links. As a result, styles won’t apply, and your email may not look professional. This could harm your brand's image and reduce engagement. Given these challenges, it’s safer to avoid using external CSS in your email campaigns. Stick to inline styles or the embedded CSS that is fully supported by most email clients, keeping your emails looking clean and effective.
3. Stay away from background images.
Using a background image in your email might seem appealing, but there are important drawbacks to consider. If the email program can't display the image, all that appears is alt text. This means many recipients see a blank space with broken image icons and just a few words of text. This doesn't create a positive impression.
Moreover, a significant number of email users are choosing to turn off images. They do this to make their emails load faster and improve their overall experience. For example, Google has reported that 43% of Gmail users skip over emails with background images. This is a considerable percentage. If almost half the people you're trying to reach are not viewing these images, it's a point to consider in your marketing strategy.
By sticking to a more straightforward design without background images, you can improve the chances of your emails being read. When you remove images, you eliminate the risk of them failing to load due to technical issues, which can frustrate your audience. In essence, if four out of ten people ignore background images, you can enhance the experience for the remaining six. They will receive clear, concise information without distractions or errors. Focusing on content rather than images may yield better engagement from your audience and help strengthen your brand.
4. See which platforms your audience is using.
Some marketers find it hard to create email templates that work well everywhere. This may be because they lack the time or resources to make a CSS-friendly design. Instead of crafting a perfect email for all devices, they focus on optimizing for the majority of their audience. While this approach is not ideal, many believe it's necessary due to constraints.
It's good to know that Apple Mail is the most popular email service. About 40% of people use it to check their emails. Gmail follows in second place with around 20%. However, just because these platforms are widely used doesn’t mean all of your customers are using them.
For example, if you operate a B2B company that offers data center services, most of your clients may be opening emails in Outlook. They likely check emails at work using their desktops. On the other hand, if you run a B2C clothing brand, your customers probably read emails more often on mobile devices, with Gmail being a top choice.
Knowing your audience is crucial. By understanding which platforms they use, you can design your emails to work well on those services. While you may have to sacrifice some quality for a smaller group of users, you’ll improve user experience for the largest portion of your audience. This strategy can lead to better engagement rates.
That said, it’s important to remember that while this is an option, it isn’t the best practice. Always strive to create the highest quality email experience you can for all your subscribers, even if it takes a bit more effort. Providing a great experience can build loyalty and lead to better results. Making an effort toward a better email design pays off in the long run.
5. Don’t use CSS at all.
If you feel uncertain about using HTML emails with CSS, there's an easy option for you: plain-text emails. Many major email services, like Gmail and Outlook, let users view a plain-text version of your email if the CSS code is not recognized. However, you can simplify things even more by sending all your emails in basic HTML or plain text. While these emails may not be flashy or win design awards, they can effectively convey your message. An example of this can be found in a transactional email from Nintendo. This style is suitable for various types of emails, including welcome messages, reengagement emails, and nurturing messages.
Plain-text emails often feel more personal and straightforward. This is important because personalized communication can strengthen your relationship with customers. For instance, the Atlanta Falcons’ email shows how effective plain-text can be. They manage to provide all the essential information without cluttering the message with complex design elements. By choosing plain-text, their sales team ensures that every recipient can open and read the email easily.
This approach creates a positive experience for customers. It confirms that you care about clear communication and accessibility. You want all your customers, regardless of their email service, to receive your message. Therefore, using a simple format can actually enhance customer satisfaction. As a small business owner, embracing plain-text emails can help you connect better with your audience and ensure that your messages reach everyone effectively. Reliable communication is key to building trust and maintaining customer relationships.
That's a wrap
If you are wondering whether to use CSS in HTML emails, the answer is: it depends. In the marketing world, there are many factors to consider. If you decide to use CSS, the best approach is to stick to inline styles. This means writing your CSS directly within your HTML tags. While it might take a bit more time upfront, using inline CSS increases the chances that your email will look the way you want it to when your recipients open it. Many email clients do not fully support external stylesheets, so this method helps you avoid unexpected layout problems.
On the other hand, if you are unsure how your email design will appear, it’s a smart idea to give your readers a plain-text option. A plain-text version of your email ensures that everyone can read your message, even if their email client does not support HTML. This option is particularly essential for older email clients or for users who prefer simple email formats. Another alternative is to send the entire email in plain text instead of using HTML. This way, you avoid potential issues with formatting and ensure that your message gets through without any problems.
In marketing, it’s always better to be cautious. The goal is for your message to be clear and engaging. Proper email design can make a big difference in your communication with customers. By taking the time to use inline CSS and providing a plain-text option, you are ensuring that your emails are accessible to everyone. This careful approach helps you make a good impression and keeps your message intact, which is what you want as a small business owner aiming for success.
