Tips for the layout of an emailing campaign

Creating an e-mail design is not the same as creating a website design. First of all, it is advisable to stay away from complex designs, as the more complex the design, the more likely it is that the e-mail will not look good in all e-mail clients (Outlook, Thunderbird, Hotmail, Gmail, Yahoo, etc.). Simplicity is not only elegant, but also ensures that the recipients of our e-mailing will be real recipients of our advertising message. Trial and error will also help us to know which is the best code for our e-mail.

1- Use tables for content layout, not div's.. The only way to have structure in your email design is to use tables. Div's are really useful, but in web design. If we use them in e-mail, we will not be able to align our content.
2- CSS always in-line. To format the content of our e-mail, it must be defined within tables or TDs; never in separate style sheets or in the head of our HTML.
3- Balance of images and text. If we overuse images, there is a greater chance that our design will end up in the spam folder. For this reason it is best to achieve a balance between images and text.
4- Host the images on a server. Most webmail clients do not support embedded images, nor do they support very heavy images. The key is to host the images on a server by calling them, from our design, with absolute addresses.
5- Watch the weight of your e-mails. It is especially important to take care of the weight of the images and optimise them for the web, if we want a good reception of our e-mailing. By incorporating a 300 dpi image in our design, the only thing we will achieve is that the loading time of the image will be too long. In reality, we can show the same image at 72 dpi, making the user's waiting time much shorter.
6- Define ALT's. There are many recipients who have image navigation turned off. Defining ALT's will make it so that whoever has image navigation turned off can know, for example, where there is a call to action, where there is a product image, etc.
7- Do not send attachments. Attaching for example a 2 megabyte PDF to your submission is not a good idea. A good recommendation is to upload the document to your server and put a download link in your design, so that only interested recipients will download the document.
8- An ingenious "affair. Do not forget that the subject line is the letter of introduction of your e-mail. It is the first thing that the recipient will see and the opening of the e-mail will depend, precisely, on what you put in the subject line. Thus, the message must be direct, clear and concise and, of course, attractive to arouse the recipient's interest.
9- In the configuration: Subject in capital letters: capitalising the subject line is very dangerous, many spammers do it this way. There can be capital letters but there has to be a balance with the lower case.
Special characters issue: putting non-alphanumeric characters is quite dangerous. "# * $ € " etc... better to limit yourself to letters and numbers.
Subject: best to have a subject of 35 to 40 characters maximum.
Sender name and sender address: repetition of a word in the sender name and sender address can look like an automatically sent email. It is best to try to differentiate between them.
10- Always remember that an e-mail is not a web page.. Therefore we will not be able to use javascript or flash as they would not load or would cause the email to go straight to the spam folder.
11- if the use of horizontally cut images is unavoidable, each one must be placed in a different TD with the following code inline style="border:none; font-size:0; letter-spacing:0; padding:0px; margin:0px;" ,