[For beginners] Explain how to create HTML emails and basic delivery methods!

HTML email is used by many companies as a communication tool in the business scene. There are several formats for e-mail, but in recent years, more and more companies are using HTML-format e-mail. HTML mail is a mail service that allows you to freely layout such as inserting images and changing colors, and conveying information visually.

In addition, by embedding measurement tags, it is possible to measure the opening rate and click rate, which is useful for effectiveness verification and analysis.

While the number of companies using HTML emails is increasing, there are still many companies that have not yet taken the plunge. One of the reasons why HTML emails are not used is that they do not know HTML and do not know how to create them.

Since the use of HTML emails is expected to increase in the future, understanding the mechanism of HTML emails will lead to improved marketing capabilities for companies and individuals.

Therefore, in this article, we will explain the basics of HTML emails, the advantages and disadvantages, and the specific delivery procedure for those who want to learn about HTML emails from the basics.

HTML emails

Table of Contents

What is HTML email

Many people may not understand well what kind of service HTML mail is. Especially for those who are new to email marketing, the difference from text emails can be confusing.

Here, we will explain the basics of HTML emails, the differences from text emails, and the advantages and disadvantages.

HTML email basics

HTML mail is a mail service created in HTML language. HTML language stands for HyperText Markup Language and is the language used on the web. It is also called a markup language because it is composed by adding marks called HTML tags to sentences.

A major feature of HTML emails is that you can freely design your emails In HTML emails, the text composed of HTML tags is decorated with a language called CSS to freely change the layout within the body of the email, such as inserting images and videos, changing the size of characters, changing colors, etc. You can create and deliver emails like web pages.

Distributed HTML emails can be viewed on any device, including PCs, smartphones, and tablets, and are used for corporate campaign information, email magazine distribution, announcements, etc.

According to a survey conducted in 2017 by ITR, a research and consulting company, 41.8% of the 323 surveyed companies answered that they “currently use ” HTML email .

Furthermore, if we include companies that answered that they “plan to use within a year” or “plan to use in the medium term,” we can see that more than half are already using HTML email or plan to use it in the future.

In the future, HTML emails will become the mainstay of email marketing techniques.

Differences between HTML and text email formats

“Text email” is an email method that is often confused with HTML email. A text email is an email that consists only of characters (text).

It is a format that has existed since the Internet began to spread, and because it is simple with only letters without decoration, even people without special expertise can create emails, so it is easy to start.

There is also the advantage that there is less worry about garbled characters and broken layouts such as images.

Even now, the usage rate is high, and it is widely established as an approach method that can be expected to have a certain delivery effect. The difference between HTML email and text email is explained in detail in the following article, so please take a look at it as well.

Benefits of HTML emails

  • Arrangement such as inserting images, changing font size and color is possible
  • Marketing indicators such as email open rate and click rate can be measured

An advantage of HTML emails is that they can be visually appealing to readers because they can be arranged such as by inserting an image into the text and changing the font size and color.

In addition, it is possible to measure the open rate and click rate, which are indicators of email marketing. In HTML emails, by embedding measurement tags (source code) in the image in the text or in the URL of the web page you want to transition to, you can quantify the delivery results of the email, making it possible to verify and improve it .

Disadvantages of HTML emails

  • Requires familiarity with design and layout configuration
  • Depending on the recipient’s environment, garbled characters and layout may collapse.
  • Some companies refuse to receive HTML emails

HTML mail can now be easily created by using a mail editor even for those who do not have knowledge of HTML and CSS. However, it takes some getting used to, such as how to operate the tools and how to design.

Also, the delivered HTML mail may not be displayed correctly depending on the recipient’s environment. Please note that whether or not the inserted image and layout are displayed correctly depends on the recipient’s email viewing environment.

In addition, HTML emails tend to be larger than text emails due to the inclusion of images, etc., and may take longer to receive.

Some companies refuse to receive HTML emails for security reasons, so it is necessary to take measures when using them for B2B email marketing.

How to create an HTML email

In the past, creating HTML emails required expertise in HTML and CSS. Today, however, IT technology has evolved, and email editors that streamline the creation of HTML emails have appeared. One of the most popular tools is the email delivery tool. Since the mail delivery tool is equipped with a highly functional mail editor, even those who have no knowledge of HTML can create and deliver HTML mail.

Here, for those who create HTML emails for the first time, we will explain how to create HTML emails using email distribution tools along the steps.

Step 1 Create an HTML email template

Even beginners can create HTML emails with the email delivery tool, but you can create HTML emails even more easily by using the templates provided by the email delivery tool .

By preparing several templates in advance, you can continue to deliver without boring readers while devising designs and using them according to the purpose and use.

Step 2 Create the content of the email delivery

Once you have your template ready, it’s time to think about the content of your email. Focus on providing useful content for your readers and earning their trust. On top of that, we will prepare the title and design that will attract the interest of the reader.

Specific points include:

  • Make the content clear with the title (subject)
  • 1 email 1 theme thoroughly, do not cram too much information
  • Get your readers interested in the lead (introduction)
  • Insert an image so that the reader can visualize the content
  • Change the color and size of the application button to make it stand out

Step 3 Do an email delivery test

After the content is finalized, we conduct an email delivery test before the actual delivery. Depending on the receiving environment, HTML mail may be displayed differently. Therefore, it is necessary to confirm by delivery test that it is displayed correctly to the person who received the mail.

Before actually sending the email, we perform a test delivery and check each one, such as whether the layout is broken or whether the line break position is strange when viewed on a smartphone.

It is even safer to test delivery for multiple people and for each email service (Gmail, Outlook, Thunderbird, etc.).

Points to be aware of when sending HTML emails

A point to note when delivering HTML emails is that some companies restrict the reception of HTML emails. HTML mail is convenient, but on the other hand, it can be used for malicious harassment and fraud because it can be used in various ways according to the intention of the sender.

No matter how much you increase the number of emails delivered, if the arrival rate and the opening rate do not increase, you will not achieve results that exceed expectations. Here are three things to keep in mind when sending HTML emails.

Do it with multipart delivery

Multipart delivery is a mechanism to deliver both HTML mail and text mail.

HTML mail may not be displayed well depending on the reception environment of the other party. In particular, if you are using a feature phone or have a carrier email address (@docomo.ne.jp, etc.), there is a high possibility that you will not be able to receive HTML emails.

Although HTML emails are becoming more and more popular, text emails are still the norm. Therefore, it is a manner to consider those who are in an environment where HTML mail cannot be received.

By using multipart delivery, if the delivery destination cannot receive HTML mail, text mail will be delivered automatically.

Multi-part delivery is often provided as a function of email delivery tools, so it is a good idea to consider it as one of the materials for consideration when introducing an email delivery tool.

Sometimes mistaken for spam

In recent years, fake sites and phishing scams have become rampant, and there are cases where personal information is stolen and computers are infected with viruses. For example, there are cases where a URL is embedded in an image, and clicking the image leads to a malicious site.

In addition, there are cases where account information is stolen by disguising it as if you received a notification email from a major e-commerce site.

With the increase in the number of cases where HTML emails are abused in this way, recipients are becoming cautious about HTML emails.

In order to get people to understand that it is different from such malicious emails, it is important to create content well and gain trust.

Avoid getting too big

When creating HTML emails, it is a good idea to keep the email size as small as possible. Ideally, keep the size under 100KB. If it exceeds 100KB, it will affect the delivery rate of the mail, so if you just increase the number of deliveries blindly, it will be difficult for the mail to reach the other party.

In particular, if there are many images and text decorations, the capacity will increase accordingly, so be careful not to reduce the weight in advance or increase the decorations too much when inserting images.

Large e-mails take time to receive, and they may be disliked because they put pressure on the e-mail folder on the recipient’s side.

“Free template” that can easily create HTML emails

When creating and delivering HTML emails, we recommend using an email delivery tool. HubSpot offers free email marketing software that allows you to deliver advanced HTML emails, even if you’re new to email marketing with HTML emails .

HubSpot’s asset marketplace provides free “email templates” that are useful for email marketing, and anyone can easily create well-designed HTML emails.

In addition to the Asset Marketplace, templates for streamlining HTML email creation are introduced in the following article and can be downloaded for free, so please take a look.

Understand HTML emails and use them to build relationships with your readers

As the business scene has gone online, it has become difficult to have contact with prospective customers in the sales scene only by visiting or making tele appointments.

By continuing to provide useful information via e-mail to leads from prospective customers who request materials from the website or contact us , we build relationships of trust.

In particular, if you use HTML emails, you can be creative with images and designs, so you can attract the interest of your readers and convey information in an easy-to-understand manner.

In addition, the HTML email delivery tool can measure the email open rate and click rate, so you can quickly verify and improve after delivery.

In addition, HubSpot ‘s email creation and delivery function is equipped with a high-performance editor that allows even those without HTML knowledge and experience to easily create emails, and an effect measurement function, so it is recommended for those who are new to HTML email delivery. is also recommended. You can send up to 2,000 emails per month for free, so if you are considering introducing HTML email delivery, please try it.

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