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Technology in Marketing: 'Best Practices' in HTML E-mail Design

By ALM Staff | Law Journal Newsletters |

HTML e-mail (that is, e-mail with images and formatting as opposed to straight text) remains an excellent tool for attorneys to promote their expertise to a targeted group of clients on a recurring basis in a discrete, professional manner. As more and more law firms embrace e-mail as a marketing tool, it is important that they follow 'best practices' in design and coding to ensure that their e-mail communications generate optimal results. While the discussion may be a bit technical, the considerations discussed in this article are every bit as important as the content in your e-mails.

A critical part of optimizing results from e-mail communications is making sure that subscribers can see what you want them to see. Unfortunately, when testing an HTML e-mail, many marketers incorrectly assume that the 'preview' message they see in their design software is what subscribers will see in their inboxes when the message is ultimately distributed and received.

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