1. Size of the Html emails:

Size does matters. If the emails are bulky, spam filters think they are spam. So they will be deleted or directed to junk folder. Better be less than 20 kb.

To make Html emails with small sizes follow these principles- Don't use WYSIWYG editors to create Html emails. Don't attach images to messages. Upload the images to your website and link from there. Mind attachements that you will send with emails.

2. Javascripts and executable attachments:

Don't insert javascripts and those sort of things in your Html emails. They potentially decrease the deliverability of your email in to your subscribers inboxes, because people disables these in their email clients to run.

3. Html complexity:

Most of the email clients support only minimal html. Like simple break tags, paragraph tags etc. Don't use complex html code like frames, sliding menus etc.

4. Hiding and Tracking links:

Great advantage of Html emails is you can hide your affiliate links and track who opened the emails (only if images are downloable).

5. Easy to publish on the web:

Make a template for your Html emails. So let all emails be consistent in layout. You can publish the ezines or ecourses on the web directly from Html emails. You don't have to format like in text emails.

6. Attachments:

All mailing list managers has the ability to attach single or multiple attachments. But spam filters triggered by attacments in many email clients. So put them as download links.

7. Links in Html emails:

Try not to misdirect your subscribers. Best way linking is by using legit wording. Like if you are keeping the following affiliate link (example - www.affiliatesite.com/affiliate.php?idxxxx) for a search engine optimization ebook, keep this url linked to the word 'Search engine optimization strategies guide'. Don't link to affiliatesite.com This way subscribers know what they are clicking and what to expect after clicking.

8. Email clients limitations:

Not all email clients display Html emails properly. So offer a choice for your subscriber to opt for text emails in your email letters.

Radhika Venkata (c)

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