Since the dawn of email marketing, people have been using HTML to markup their emails – providing basic structure and adding formatting, images, and other items as needed. However, due to the prevalence of plain text emails, many marketers are overlooking the importance of this markup language and the gains that can be made from using it.

Why is markup important? It provides additional functionality to your email – allowing you to, for example, add a clickable link to text that would otherwise look the same.

You can use HTML in a number of different ways to enhance your email marketing efforts. For example, you can use the <a> tag to make a hyperlink to a page or site you’re particularly passionate about and think your target audience will find value in; use <strong> to emphasize key words within your email’s content; add a background image to your email’s design using the <img> tag and a few lines of HTML code.

To ensure that your emails look as good as gold, try using a template crafted by experts or one of the many freely available email marketing templates and tweak it to your liking.

Looking to take your email marketing to the next level? Want to see what other marketers are using to drive more traffic and grow their business? Check out our curated list of email marketing ideas below.

Use Advanced HTML Techniques To Format Your Email

It’s always great to see inventive marketers come up with new ways of reaching and engaging with their customers. One such technique is using advanced HTML in a creative manner to achieve unique, eye-catching visual effects – like the one used by Hotmail above.

With advanced HTML techniques, you can change the entire look and feel of your email. Using the above template as an example, you could change the email’s background color, add a border around the edge, or alter the email’s text alignment to make it more aesthetically pleasing.

One important thing to keep in mind if you decide to play around with advanced HTML is that this is not an element that will necessarily render the same in all email clients. Make sure you test your code in a range of email programs and devices to verify that it looks the same everywhere.

Make Your Emails More Than Meets The Eye

One of the best things you can do for the visual appeal of your email is to add some animation. This doesn’t have to be complicated; all you need is a simple GIF or a video embedded in an email.

Animations can help make your email stand out. For instance, you can use a video to demonstrate how a product or service works or use a GIF to add a personal touch by displaying a unique scene or sequence.

Adding animation to your email doesn’t mean you need to break the bank. You can find free animations online – like the one used by Volcanoe above – and even design your own to fit your needs and budget. Simply search for the best GIF or video editor and download the trial version.

Use Visual Effects To Impress Your Reader

While animation is great for making an impact, the reverse is also true. You can use solid colors or visual effects to grab the attention of your readers and hold it for as long as you can.

The key to using visuals effectively in your marketing is in the details. For example, make sure that your fonts are easy to read and that the colors are vibrant. Using a tool like Canva to design your email’s template will help you keep track of what you’ve got and what you need to include in your email.

Colorful text combined with a vibrant, graphic-rich layout can make for some stunning visuals. Take a look at the email below from GoDaddy, as they’ve used a range of colors to create an effect that is at once elegant and vibrant.

If you’ve got a long pitch or an important message to convey, you might want to consider using a combination of both techniques – animation and visual effects – to grab your reader’s attention in the first couple of seconds and keep it.

Add Personality To Your Email’s Subject Line And Body

One of the most vital parts of your email marketing campaign is the subject line. This is the headline which will catch your reader’s attention and determine whether or not they’ll open your email.

You can add a touch of personality to your subject line by using phrases and diction that are relevant to your target audience. For example, if you’re sending an email to a community of entrepreneurs, “New Product Announced: The perfect companion to your hustle – the Chill Kit” is a creative, attention-grabbing subject line that will make your email stand out.

Use Technology To Your Advantage

While old-school methods of marketing – like newspaper ads and billboards – have their place, so too does the internet. Using various technologies, you can reach a far wider audience than you could ever dream of with just a few clicks of the mouse.

You can take advantage of online tools available to anyone with a website or social media page to promote your business. These platforms allow you to easily distribute your message everywhere – and quickly bring in leads, customers, and advocates. Plus, you can track the effectiveness of your marketing campaigns in real time.

To take advantage of this, you need to first understand the different technologies available and how to use them to your advantage. You can then decide which ones to use and how to integrate them into your overall marketing strategy.

Gmail Marks The Modern Era Of Email Marketing

Gmail is one of the most recognizable email providers in existence and has been around for nearly two decades. However, it wasn’t until 2015 that the company implemented significant changes to their platform which would make it easier for marketers to create effective emails.

One of the biggest changes is the implementation of material design – a unified look and feel which makes various aspects of Gmail, like the email itself, more accessible and easier to use.

With the material design language applied to Gmail, you’ll notice a difference in both how your email looks and in how you interact with it. This is down to changes in the platform’s underlying code (in this case, HTML and CSS) as well as the animations and visual effects which are now possible due to the platform’s new functionalities.

To give you an example of how material design impacts your Gmail experience, here’s an inbox from before the redesign (on the left) and after (on the right).

Although the appearance is drastically different, the email functionality remains the same. You can still send emails, track opens, and delete messages just as you always could before.

You can use material design’s new and improved look to help you stand out from the crowd. With the new fonts, colors, and alignment options, you can ensure that your email looks as good as new while also providing a subtle visual call to action (such as a button or link) which could help drive more leads to your business.

How To Use HTML In Your Email Marketing