Zeldman rails against all HTML email, then reconsiders

Thankfully, I can hang onto my longtime respect for Jeffrey Zeldman. After his initial post dismissing HTML email by saying “it sucks” and “it impedes rather than aids communication”, he then reconsidered, admitting his “brush was too broad”:

A few well-designed, well-considered, communicating visual elements, in the context of a well-written, time-respecting, communicating HTML e-mail message, sent only to people who have asked to receive it, and formatted to work across applications and platforms, can indeed enhance communication.

This, I believe, concisely illustrates the core issues so many of us have with “rich” (HTML) email—sometimes it’s unwarranted, sometimes it’s ugly, and sometimes the message doesn’t get through (maybe due to the sender’s list, the designer, the copywriter or the email client application itself). But when these basic issues are resolved, HTML email—as Zeldman says—”can indeed enhance communication”. Zeldman goes on with what he describes as eight key points “for better e-mail relationships” which are definitely worth reading. (I’ll wait here if you like. Back now? Great!) If you’re reading this post as a VeMail user, there’s a few things I’d like to draw out of Zeldman’s list and highlight for you as particularly relevant:

• Keep your Contact lists up-to-date, to ensure you are delivering to recipients who really do want to receive your message. No one wants spam, and you don’t want to be considered a spammer—there’s probably nothing more immediately damaging to your online reputation. (Remember that by default VeMail creates unsubscribe links for you automatically in HTML email footers, in accordance with the CAN-SPAM Act and as “just good email practice”.)
• Choose your Email Message type wisely. VeMail gives you a number of options as to the type of Email Message you create. If you don’t plan on using a Click and Replace Wizard template (which automatically determines and delivers a plain text version to its recipients) but still intend to deliver a self-designed “rich” email, it’s highly recommended you use the “HTML & Text Email (Multipart)” Message type, and ensure you create a meaningful plaintext version of your email content.
• Keep your layout simple. The goal is that your message is communicated. Everything in your design should have a clear purpose. (Also, my personal rule of thumb when delivering to Lotus Notes clients? Keep your layouts twice as simple, and make sure you test your email—see the next point.)
• Test both HTML and plain versions in as many client applications as possible. This can’t be stressed enough, and is especially true if you have used the Multipart Message type as opposed to the Click and Replace Wizard–you may need to consider delivering an email to a dozen different applications (and versions thereof) and half a dozen web-based email providers before you’re satisfied with the results. Never assume everyone uses the same email application as you—and even if they do, their screen layout or application settings may be completely different to yours. (The only exception to this may be sending an internal email in a corporate setting, where the email client is dictated for you; even so, try testing for different display or screen layout settings.)
• If appropriate, link to your latest Email Message from your website, along with either a link for new visitors to sign up to receive future emails from VeMail—alternatively, an embedded Web Form is an even more effective way to translate new visitors into new subscribers.

This checklist is ideal for any VeMail users, whether you’re delivering marketing material, an in-house corporate message, reaching members of your club or organisation, or something a little more personal. The key is communication—it’s your message that matters; use your email’s presentation to enhance, not lose it.