In 2014, the process of creating well-designed emails is horrendous. But emails are written in HTML so it’s just like creating a web page, right? Wrong. Most email applications support only a small subset of HTML features and this subset often varies across email apps, leaving an even smaller subset of features that work across all email apps. So yes, creating an HTML email is like creating a web page – In 1998. So how can we make email creation and design easier?
We are starting a blog series on improving transactional emails, taking examples from our inboxes and showing how to be smarter about them. To start preparing for this, I went through some old receipts of mine to see if I could contribute, and was struck by how often companies do not take advantage of the high open rates of their email receipts in order to sell more product.