Or you can take a look at Litmus’ Email Market Share site.
Campaign Monitor publishes some overall statistics for email client usage that give a broad overview, albeit with some limitations. In most cases there’ll be a mix of email clients in use, but there are a few ways to find out. If the subscribers are all going to be reading your email on their company Outlook email, for example, this might point you toward using plaintext. The first step in building a successful HTML email is to know how it will be read.
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The only client that still needs HTML tables is Outlook for Windows Desktop, so until that is deprecated, you’ll need to understand how email clients render tables, even if it is just to fallback to table layouts for Outlook.īut first, it’s important to know who you’re sending to. We’ll cover the tips and tricks that make it possible to attain good results for as many of your-or your clients’-readers as possible. Go ahead and stick a bookmark in this section, because you’ll want to come back to it every time you start building a new email template. Building an HTML email today will take you back to those heady times, although with rather less use of the tag. If you’ve been building websites for long enough to remember the glory days of GeoCities and Angelfire, you probably built your first websites using tables for layouts. Needless to say, there’s a challenge for web designers: How do you take your 2020 web design skills and apply them to email clients with last millennium’s capabilities?ĭon’t despair, because it’s possible to succeed with a little bit of knowledge and willingness to test. In between are a whole slew of different rendering constraints, quirks, and inconsistencies. Gmail currently has the highest market share (see the rest of the breakdown on the Email Market Share site by Litmus), and Gmail has its own intricacies. Some, like Outlook, cause stress and anxiety for every email developer. A design that works in Safari will be perfect in Apple Mail. Litmus once posited that if you count every iteration of email client/browser/product model, it would be 15,000 different possibilities! Outlook still uses the Microsoft Word rendering engine in all it’s Windows Desktop apps, with each iteration being given a version number (except the latest: Outlook 20 are the same, much to our dismay).Īnd Outlook is still a hugely popular email client, but that introduces even more problems: Building HTML for email means you’re dealing with more than four or five major web browsers, and 12 to 15 different email clients, each with solid market share. In one version, Outlook went from being decent and understandable, to downright terrible at displaying HTML emails from anyone except other Outlook users. Before you get all excited, they were replacing it with Microsoft Word. Thirteen years ago, Microsoft decided Outlook 2007 would stop using Internet Explorer to render HTML emails. Unfortunately, while that war was being fought, email clients like Outlook and Lotus Notes were nowhere to be found, hiding out in some corner, left behind in the advance.Įven worse than not trying to improve their HTML and CSS rendering, some email clients have actually gone backwards. Thanks to the Web Standards Project and associated efforts, modern web browsers are much more consistent than they were ten years ago.
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In the broader web design world, we’ve been through the browser wars where Netscape and Internet Explorer fought each other to introduce competing ways to code just about everything.
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