6 expert tips for creating HTML emails

Since most modern email clients have the ability to display emails as full HTML documents instead of plain text, there's no reason not to take advantage of this option. When you do create HTML emails, however, keep these following tips in mind:

1. The offer's landing pages should be designed in a clean, yet inviting way. Don't get too carried away with graphics. Make sure your design maps to the medium.
2. Integrate the look and feel of your website into the message's design. The more your email ties in with your website, the more comfortable and familiar it appears to its recipients.
3. Keep it simple. Concentrate on one topic at a time, and avoid complex HTML tags, Flash, nested tables, or JavaScript.
4. Send multiple formats. You should have a version created just for AOL, a text version, and an HTML version.
5. Use tables to organize information. Stack multiple tables to keep things neat; don't nest tables within tables. Also, while many email clients accept HTML emails, they may not fully support CSS.
6. Email should be opt-in, not unsolicited. Also, explain why the customer is receiving the email, and offer him the opportunity to opt out.