The Easy Information to Creating an HTML E-mail [+ Free Templates]

While you create an e mail utilizing a drag-and-drop or module-based software, you are really producing an HTML e mail.

There are two principal forms of e mail you’ll be able to ship and obtain: plain textual content emails (these are precisely what they sound like — any e mail that comprises simply plain outdated textual content with no formatting) and HTML emails, that are formatted and styled utilizing HTML and inline CSS.

HTML emails are simple to identify — many of the styled, multimedia advertising emails in your inbox are HTML emails.

As a marketer, you have in all probability in contrast HTML emails versus plain-text emails and realized that there are totally different advantages to every sort. HTML emails aren’t inherently higher than plain textual content emails, and in several conditions, each varieties will be a part of a profitable e mail advertising program.

Right here’s what an HTML seems to be like on the front-end. Click on on the HTML button to see the code behind it.

See the Pen HTML E-mail Template from HubSpot by Christina Perricone (@hubspot) on CodePen.

On this article, we’ll cowl how one can get began creating HTML emails, no matter your expertise degree and luxury with coding, and share some free templates you need to use. Let’s dive in.

Learn how to Create an HTML E-mail

Excellent news: You really don’t must know find out how to code to create an HTML e mail.

Most instruments that create and ship e mail (like HubSpot) will provide pre-formatted, ready-to-go HTML templates that allow you to design emails with out ever needing to entry the precise code on the back-end.

As you make adjustments within the e mail editor, these adjustments will probably be routinely coded into the ultimate product. E-mail constructing instruments like this are an excellent possibility if you do not have an e mail designer in your workforce, however you continue to need to ship professional-looking advertising emails.

Professional tip: Need assistance with the content material of your e mail? HubSpot’s Marketing campaign Assistant can create a custom-made first draft in only a few clicks— so you may get again to the enjoyable half.

Nonetheless need to create an HTML e mail from scratch?

Should you’re snug with HTML and wish extra direct management over the code of your emails, most e mail instruments will assist you to import HTML recordsdata instantly to be used as customized e mail templates.

There are all kinds of free HTML e mail templates obtainable on the net (a few of which we’ll share under), and if you already know your means round an HTML file, it is normally fairly easy to adapt the template to the e-mail constructing software of your selection.

To create an HTML e mail fully from scratch, you will must have a complicated data of HTML (or work with a developer who does). This information affords a stable overview of coding a fundamental HTML e mail. As a result of the method of making an HTML e mail from scratch will be fairly concerned, we advocate working with a developer or utilizing a pre-made HTML e mail template as a substitute.

Creating an HTML e mail particularly for HubSpot?

Should you’re growing an HTML e mail template particularly to be used in HubSpot, you will need to be sure you embrace the required HubL tokens (these guarantee your emails will be custom-made and are compliant with CAN-SPAM legal guidelines). You’ll find an entire information to coding HubSpot-specific HTML e mail templates right here. Or alternatively, simply use our easy what-you-see-is-what-you-get e mail editor.

Now that you just perceive the fundamentals of what goes into growing an HTML e mail, let’s go over a number of necessary finest practices you need to be mindful. It doesn’t matter what technique you intend to make use of to create HTML emails, these finest practices will assist enhance the design, person expertise, and deliverability of your emails.

1. Be certain your HTML e mail is responsive for various display screen sizes and units.

The best way your e mail seems to be in a person’s inbox is dependent upon all kinds of various components.

One of many greatest and most evident components is the display screen measurement of the machine it is being considered on. An e mail that appears wonderful and well-formatted on a desktop can simply devolve right into a tangle of illegible, overlapping textual content and pictures when considered on a smartphone display screen.

To make sure your HTML emails look the way in which you meant throughout a large spectrum of display screen sizes, one of the best factor you are able to do is maintain your structure easy and simple. While you begin including extra advanced components like a number of columns and floated photos, it turns into tougher to translate the format of your e mail for various display screen sizes.

Should you do determine to develop a extra advanced structure, be sure you’re actively fixing for the way the weather will probably be rearranged to swimsuit totally different display screen sizes. For instance, in case your e mail shows as multi-column on desktop, that very same construction will not fly on cell — you will want to make use of media queries to outline how components will probably be displayed on totally different display screen sizes.

Keep in mind, growing really responsive HTML emails goes past the construction and format of your message. Take into consideration how the general person expertise of your e mail will probably be perceived on totally different units. Be certain your font selections are simply as legible on cell as they’re on desktop, and use mobile-friendly buttons or CTAs instead of hyperlinked textual content (have you ever ever tried to faucet just a little line of hyperlinked textual content on cell? It is not very simple).

You’ll find our extra in-depth information to cell e mail finest practices proper right here.

2. Be certain your styling works in several e mail shoppers.

One other massive issue that closely impacts the way in which your HTML emails seem in your subscribers’ inboxes is the e-mail consumer they’re utilizing to open the message. Each e mail consumer hundreds emails barely in another way, so an e mail that appears a sure means in Gmail will probably look totally different in Outlook.

Fortunately, if you know the way hottest e mail shoppers load explicit HTML and CSS components, you’ll be able to create a reasonably constant expertise throughout totally different customers’ inboxes. It is all about understanding which unsupported tags to keep away from and adapting accordingly. This complete information explains how the most well-liked e mail shoppers (together with Gmail and a number of variations of Outlook) assist and render totally different styling components.

You too can take a look at an article we wrote on optimizing emails for various e mail shoppers.

3. Take heed to how lengthy your HTML emails take to load.

How lengthy your e mail takes to load might very nicely be the distinction between gaining a brand new buyer and dropping a annoyed subscriber. Whereas it may be tempting to reap the benefits of all of the totally different styling choices and alternatives to include visuals that HTML emails provide, none of that issues in case your e mail takes too lengthy to load.

As you design your HTML e mail, stay acutely aware of how lengthy your e mail will take to load — particularly if somebody is, say, opening your message on their morning subway commute with a weak knowledge connection. Listed below are a number of little steps you’ll be able to take that can go a great distance in the direction of enhancing load time.

Use photos sparingly.

That means, you’ll bolster the message you need to get throughout to subscribers. All the time use a picture compressor (like Compressor.io) to cut back the file measurement as a lot as doable. Most picture compressors can considerably cut back the file measurement of a picture with out compromising on high quality, so taking this additional step will not damage the visible integrity of your e mail.

Use normal internet fonts.

Customized fonts are nice for spicing up a touchdown web page, however they will add an extraneous layer of complexity when added to an e mail. As we talked about above, all e mail shoppers deal with model components in another way, and this particularly extends to fonts. To be secure, use normal internet fonts and examine to verify the e-mail consumer most of your subscribers use helps a specific font.

Attempt an HTML minifier.

An HTML minifier (like minifycode.com and smallseotools.com) routinely removes code that is not wanted in an HTML file. Repetitive, additional components will probably be stripped out, however the precise rendering of your e mail ought to stay the identical (at all times try it out!). Every line of code impacts how lengthy an e mail takes to load, so taking the time to take away junk code can have a optimistic impact on load time.

Maintain your message centered on a single goal.

One of the simplest ways to cut back e mail load time is to cut back how a lot content material you add to every of your e mail sends. It might sound apparent, however too many entrepreneurs attempt to stuff an excessive amount of content material into their emails. Not solely does that result in an off-putting person expertise (no one needs to learn a novel in e mail kind), however it might ship your load day off the charts and trigger customers to desert your e mail. Maintain it easy, and your customers will thanks.

4. Plan (as a lot as you’ll be able to) for end-user inconsistencies.

The display screen measurement and e mail consumer aren’t the one components that may alter the way in which your HTML e mail renders in your subscribers’ inboxes. Components just like the model of their e mail consumer, their working system, their distinctive person settings, their safety software program, and whether or not or not they’re routinely loading photos can all impression how your e mail hundreds.

As you’ll be able to in all probability guess by that hefty listing of things, making an attempt to unravel for all of them (each single time you ship an e mail) would in all probability be sufficient to make you throw your pc throughout the room.

However you do not have to be fully helpless within the face of those variables — you simply should perform a little pre-planning.

Take into account making a webpage model of your e mail.

That is sort of like giving your e mail a fail-safe button. If for some motive — on account of one of many many components mentioned above — your lovingly designed e mail renders like an absolute mess when a subscriber opens it, they’ll at the least have the choice to click on “view as internet web page” and see the e-mail as you meant it to be.

Since model components render far more persistently throughout internet browsers versus e mail shoppers, you’ll have far more management over the online web page model of your message. In HubSpot, there’s an possibility you’ll be able to activate that can generate an online web page model routinely.

Create a plain textual content model of your e mail.

A plain textual content model is strictly what it seems like — another model of your HTML e mail that renders in fully plain textual content. Including a plain textual content model of your HTML e mail is necessary as a result of some e mail shoppers and person settings cannot (or select to not) load HTML.

If that is so, the consumer will search for a plain textual content various model of your HTML e mail to load for the person. If one would not exist, it might sign to the recipient’s e mail server that your message is spam — or doubtlessly harmful.

Most e mail instruments like HubSpot will routinely present a plain textual content model that shows if a recipient’s e mail server requires it, however for those who’re coding an HTML e mail from scratch, you will must create one thing referred to as a multipart MIME message.

A multipart MIME message is an e mail that comprises each a plain textual content and HTML model of the identical e mail. If a recipient’s e mail consumer or safety system would not permit HTML e mail, the plain textual content model will probably be displayed. It is a course of that requires a complicated data of coding, so we advocate working with a developer.

Be certain your e mail nonetheless is sensible if the pictures do not load.

Some customers have computerized image-loading turned off, which implies they will see your e mail with out photos after they open it. For that reason, do not rely fully on photos to get the which means of your message throughout, and at all times add alt-text to the pictures you do embrace. Alt-text will load even when photos do not, so your subscribers can get the overall concept of what the visuals embrace.

5. Conduct thorough testing.

Lastly, you will want to check your HTML e mail at each stage of growth to make sure it really works throughout totally different e mail shoppers, working methods, and machine varieties. Do not wait till the very finish of the method to check out your e mail — testing as you’re employed is the easiest way to identify inconsistencies between totally different e mail shoppers and make sure you’re creating probably the most constant expertise doable in your recipients.

Some e mail instruments (like HubSpot) provide in-app testing inside their e mail builders to make the method simpler. Should you’re working from scratch, you need to use a software like HTML E-mail Verify or PreviewMyEmail to get a greater concept of how your e mail will look in several e mail shoppers and units.

Easy and Free HTML E-mail Templates

There are an amazing quantity of HTML e mail templates obtainable on the net, they usually differ in high quality, responsiveness, and worth. We have pulled collectively a choice of free HTML e mail templates that present a responsive person expertise. Remember to learn the phrases and situations on every particular person template earlier than use.

1. Product Promotion HTML E-mail Template by HubSpot

Whether or not you are launching a brand new product or just promoting your current choices, this e mail template is a superb place to start out. Included within the free model of Advertising Hub’s e mail software, this template affords loads of room for personalisation. You possibly can simply add photos, textual content, and buttons in an intuitive drag-and-drop editor. You too can be assured that the templates you design will probably be absolutely responsive on any machine.

The primary advantage of utilizing this template is that it is bundled with all different Advertising Hub instruments. Plus, you could have different templates to select from — you do not have to remain confined to this feature. The drag-and-drop e mail editor is one other unbelievable plus.

2. Firm Information HTML E-mail Template by Marketing campaign Monitor

Should you’re planning to ship firm information to your clients, it is a nice template to make use of. It is image-heavy, making it an awesome match for style or up to date manufacturers. Plus, it is linked to Marketing campaign Monitor’s e mail software, which begins at 10 euros per 30 days (there is a free trial, too).

I personally love that this contemporary template is so refined and minimal. The delicate colour palette and easy design make it a flexible possibility for a lot of industries and functions, and it has been examined on totally different e mail shoppers and units to make sure a constant person expertise throughout platforms.

3. Welcome HTML E-mail Template by Unlayer

Unlayer is an e mail advertising software that primarily focuses on e mail design. Its drag and drop editor makes modifying its templates a breeze. I like the template above due to its construction and customizability.

Although this template was designed for a health firm, you’ll be able to simply adapt it in your personal use. This clear, muted template is a good way to show content material your workforce has created and join subscribers along with your most up-to-date merchandise or weblog posts. The design options two absolutely responsive columns with a number of colour scheme choices, and room on the prime to spotlight a call-to-action.

4. Minimalist Welcome HTML E-mail Template by MailBakery

Proof that typically much less actually is extra, this simple, absolutely responsive design makes probably the most of whitespace and retains the main target firmly in your phrases and visible components. With out design distractions, your content material can actually shine — on any machine.

This template is on the market on the MailBakery e mail template retailer. I like it as a result of you’ll be able to merely obtain it and add it to your most well-liked software, whereas different templates require you to make use of their software program to entry their templates. I might advocate it for those who’re snug dealing with HTML recordsdata and for those who’re acquainted with the add course of in your software.

5. Free HTML E-mail Templates from Bee Free

I could not determine on a template to function from the Bee Free market, so I’ve determined to advocate its total library as a substitute. This assortment of free, open-source templates are fully responsive and examined throughout fashionable e mail shoppers. You possibly can edit and construct on them on the Bee Free platform, then export the HTML file to your native drive and add it to your most well-liked e mail advertising software.

These are an excellent possibility if you need a extra styled, polished beginning place, however you continue to need to have the ability to customise the design to suit your firm’s wants. Every template is on the market in a number of codecs for various advertising functions, like transactional emails, NPS assortment, and e mail subscriber re-engagement.

6. Retailer Sale HTML E-mail Template by Marketing campaign Monitor

This smooth, responsive design from Marketing campaign Monitor could be good for sending out a reduction code — but it surely might additionally function a trendy method to showcase your newest merchandise to e mail subscribers. I like its clear and attention-grabbing CTA, in addition to its house to incorporate extra info.

This template is free to make use of, as long as you join on the Marketing campaign Monitor platform. It’s additionally value trying out Marketing campaign Monitor’s full library of responsive e mail templates.

7. Trendy HTML E-mail Template by ActiveCampaign

This e mail template from ActiveCampaign is trendy and optimized — good for introducing your organization or your merchandise. Its hero part consists of ample house for a picture and a call-to-action, and additional down, you’ll be able to immediate your readers to take a look at extra merchandise, supplying you with a second likelihood at changing them.

To make use of this free HTML e mail template, you will want to join an ActiveCampaign free trial. Its e mail software begins at $49/month and consists of 3 seats, making this template an awesome match in case your e mail advertising workforce consists of a number of folks.

8. Apology HTML E-mail Template by Stripo E-mail

It is by no means enjoyable to fail to fulfill a buyer’s expectation, but it surely’s even much less enjoyable to go away them at nighttime. This free HTML e mail template from Stripo, an e mail software, means that you can succinctly apologize. The lovable cartoon is a plus, however you’ll be able to at all times change the picture.

I particularly like that this template means that you can ask for suggestions proper within the e mail. That makes it simple and easy for the recipient to let you know how they really feel about their interplay along with your firm to this point.

To make use of this template, you solely must join on Stripo’s free tier, which permits you 4 e mail exports.

9. Hero Picture Free HTML E-mail Template by ZURB

ZURB is an e mail template supplier that has created a collection of free e mail templates for anybody to obtain. This one features a clear heading, a hero picture, and a call-to-action highlighted in blue. I like that it has a sidebar to incorporate extra hyperlinks. It is a good match for newsletter-dependent manufacturers.

You may need to closely customise this template along with your model colours and fonts to make it really feel extra like “you.” In any other case, it is a unbelievable tool-agnostic possibility. Merely obtain the template and add it into your most well-liked e mail advertising software program.

10. Password Reset HTML E-mail Template by Basis Framework

A password reset e mail would not should be elaborate, and this HTML e mail template from Basis Framework (additionally is aware of as ZURB) checks all of the bins. It leaves an area so that you can both embrace your brand or a cute graphic, and placeholder textual content you could go away as is if you would like.

I particularly like this template as a result of it already seems to be so good with out customizing it. All you want is to alter the button’s colour to considered one of your model colours, and you will be all set. Plus, you need to use it with any software.

Create HTML Emails to Enhance Your Subscriber Rely

HTML emails are a fascinating method to share what’s taking place in what you are promoting and maintain subscribers coming again for extra. With the information and templates we’ve shared, you’re nicely in your method to creating stunning HTML emails with out writing a single line of code.

Editor’s be aware: This submit was initially revealed in June 2019 and has been up to date for comprehensiveness.