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Creation of HTML Pages

We always insist on the fact that prospecting cannot be improvised and personalised support via an expert in datalists and customer knowledge is essential.

It is the same in the creation of HTML pages.

THE INTEGRATION OF HTML EMAILS. 

A science in constant motion for a real need:

Unless staying on a simple layout, preserving the layout of an HTML email, upon arrival at its destination, has become over the years a real challenge!

Indeed, the most common messaging like Outlook, Entourage, Hotmail, Gmail, Yahoo etc …. comprise only a small part of HTML.

If we create an HTML email as you create a web page, which does not suffer from these limitations, then it will be almost always incorrectly displayed on arrival, and sometimes even unreadable. 

The HTML of the email integration is an operation which will transform the graphic model of the email in HTML code, the language understood by different messaging systems, in order to ship it to its various destinations. 

The more the visual aspect of the email is sophisticated, the more texts are imbricated in illustrations, gradients or frames, and the more the task of integration becomes complicated. But most emails created by designers or studios, who are poorly conversant with the specific limitations of emails, are graphically complex.

They accumulate in fact obstacles making a proper display on arrival, very difficult.

To work around this problem, the simplest solution is cutting the email in an image puzzle, without any text, and ship it in this form.

But this method created 2 problems:

1. Many spam filters count the number of pictures embedded in an email, and the ratio between real texts and images Emails with too many images, or with a ratio of text/images too low, are more blocked even before they arrive at their destination.

2. By default, almost all modern messaging does not display images. The recipient received an email composed of a grid, which form the edges of the images, and must click on a  link so that the images are displayed. In this case, the email remains unreadable as long as the addressee does not make a voluntary action, and the addressee is less incline to do so since he does not know the content of the email. 

With this approach "100% images", the email is thus easy to integrate, and its layout is more easily respected on arrival, but it is seen in reality by less or even much less of addressees. Careful work on the subject of the email, and the clear identification of the issuer, are the only ways to try to address this problem.

But it can also be a choice on the part of the company, which sometimes prefer the look of the email at the expense of its deliverability.

This is often the case with high-end retailers or general public: their name alone is enough to attract the attention of the recipient, who then click on the images to know more about it. 

For lesser-known companies i.e the vast majority of companies, ensuring an optimal deliverability requires that email is integrated in a mixed "text + images" form. If cutting work between texts and images is well done, the email is then sufficiently readable without images, and the antispam block less.

But this type of text + image integration requires specific skills from the integrator. He has to know the limits of many different messaging systems to use only HTML code and assemblies, compatible with the largest number of messaging systems.

The limitations of messaging especially webmails as Hotmail or Gmail, which tend to change regularly, only companies involved in daily email integration can still nowadays, ensure compliance with the layout with most of them.

This also requires that the email is systematically tested and checked in each of these messaging, and with all the current browsers, before being able to be considered as reliable for its routing of mass.

It is at the price of this competence of specialised integration, always changing , and these many pre-routing tests, that email will be able to display properly 'in the vast majority of cases", thus providing a maximum deliverability.

 

Please contact us on 00 33 (1) 55 58 00 11 to discuss together about your development plans in France.

Milly CASTELLA  mcastella (at) dbifrance.com

Xavier CREUZE  xcreuze (at) dbifrance.com 

 
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