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Agency and Emailing: What makes the creation of e-mail marketing so special?

Why go through a email marketing agency ? Visit creation of an emailing is not as simple as it seems. If it is easy for any webdesigner or webmaster to create the design and the html code of an emailWill it really be optimal?

HTML : full of limitations

First of all, it is impossible to create a newsletter as one would develop a web page. The mail clients and webmails have many limitations that must be juggled in order to hope that as many people as possible can view the e-mail correctly.

Here are some examples of limitations in the use of thehtml in an emailing :

  • Impossible to use a style sheet external in most of the mail clients
  • No background-image in Hotmail, Outlook 2007/2010, Gmail or Lotus Note
  • An exotic interpretation of the standards by Outlook 2007/2010
  • The quasi obligation ofuse tables instead of using the DIV tag to place the different elements
  • ... and many others

Deliverability : full of precautions

When you create a web page, you must ensure that it is compatible with all browsers on the market. When you send a e-mail marketing campaignyou need to make sure that it is not only displayed correctly on your subscriber's computer, but also that it arrives at its destination.

And it is also during the creation of your emailing that you must optimize it so that it is not blocked by the different filters set up by access providers and webmails.

Here are some of the things to consider:

  • Avoid certain keywords in your emailings
  • Have a good balance between text and images of your creations
  • Naming the paths of the URL's of your images in your emails and newsletters
  • ... and many others

Ergonomics: lots of leads

The goal of most emailing campaigns is to push the Internet user to a action. In order for them to buy a product, in order for them to register on a site, they will have todirecting you to your goal.

To direct the subscriber in your emailing, you will have to structure in the most efficient way possible.

For example, here are some questions you should ask yourself:

  • Where to place my Call-to-action in the e-mail?
  • Do we need more illustrate or explain ?
  • During the creation of the newsletterShould you put it below, above, to the left or to the right of the text?
  • What to test if you have multivariate tests or AB tests in your emailings?
  • ... and many others


We can see that the create an email is a discipline different of classic web creation, other elements come into play. This is why it is important to surround yourself with the right people to succeed in the challenges of a effective email communication.

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