What Makes Email Design Different

It might seem like email design is just another form of online design (like websites, for instance) but the truth is, there are actually some fundamental differences. What are those differences?

1. Code really, really, really matters. Sure, when you're building a website, it's important that your code be written well--search engines are more likely to be able to read your content (which results in the possibility of higher rankings), well-written code also results in fewer errors for visitors, and well-written code even can make your website less vulnerable to hackers. All good reasons for making sure your website has good code.
   
   BUT, for your email newsletter, proper code can make the difference between whether or not your email ever arrives in readers' inboxes! In other words, lousy code can mean your email doesn't get read. Poorly written code can also break in your readers' inboxes which gives a really bad impression (and may mean they can't read a single word in your newsletter because the code's so broken--it happens!).
2. You've gotta ignore images. Sure, images in email are important! But, you can't rely on images in email. So, it's important that your email design get the message across with EVERY SINGLE image turned off. That's because the majority of emailers read most of their email with images disabled--so if they can't see a single bit of your email, they'll delete it unread instead of taking the time to turn on images.
   
   Make sure your email design looks great both with and without images.
3. Tables are king. I know, I know, tables in HTML code are soooooo dated. But, the truth is, emails tend to require them. That's because most email programs display email in old, out-dated, backwards sorts of ways... And fancier tools for layout control might just not work.
   
   Rely on the old standards of design to ensure your emails look great for the majority of your readers.
4. It must be personal. When someone visits a website, they don't expect you to speak directly to them. But, when your email shows up in their inbox, you'd better believe that changes. Your emails need to be personal or readers won't read them. That means they need to be written in a way that's engaging and friendly, but it also means that the design should have little touches that make it more meaningful to readers.
5. It should share a secret. Statistically, more people see a website than will see the newsletter (because only a percentage of people who visit your website sign up for your newsletter). This makes the newsletter automatically more intimate, whether your list is made up of 20 close contacts, or 200,000 fans.
   
   One way to benefit from this increased intimacy is to use your design to reflect it. Sharing a secret love of the color pink by splashing it all over, for instance, can help readers feel like they're members of a private club. That's a benefit you simply can't get from other, more public, online design, so take full advantage of it, and use your email design to share a secret.

So, there you have it, 5 ways email design differs from other types of online design.