How to Use HTML Email Widgets for Marketing

You might be familiar with email marketing; probably one of the most ubiquitous and essential parts of any modern content marketing strategy. After all, who hasn’t received an email from a marketing company that promised them the world one day and then charged exorbitant fees for their services? Although email marketing is a useful tool for many businesses, it’s far from perfect. With many industries moving to remote-working and customer-centric workflows, there is now a growing opportunity to evolve the way we engage with customers through email.

Email marketing is not exactly ideal for large companies with significant operations. After all, sending hundreds of thousands of automated emails to customers every month is not exactly ideal for business efficiency. Thankfully, there is a solution – HTML email marketing, or sometimes simply called ‘HTML email’, “is a web-based version of traditional email marketing that uses HTML (HyperText Markup Language) instead of plain text to format its messages”, according to HubSpot Blogs. And what is HTML email but a collection of web-based email tools that allow for greater design flexibility and less chance of error.

So if you’re looking to improve your marketing strategy and you’re not exactly sure what email marketing is, this is the perfect opportunity to learn more.

What Is HTML Email?

If you’ve ever shopped online, you might have noticed that many websites use a familiar-looking email format to communicate with you. That’s because HTML email, just like regular email, is based on the principle of ‘informational dominance’ – in other words, the idea that the more you know about a product or service the better you will be able to make a decision. So instead of relying on marketing jargon or using words you don’t understand, websites use simple, plain language that is easy to digest.

However, HTML email has several advantages over traditional email marketing. To begin with, it takes advantage of all the advancements in web technology to provide users with a better experience. This means that even those users who are on older browsers, or who have trouble viewing websites, will still be able to read your email messages. In addition, since it is a web-based tool, it is infinitely more flexible and customizable. You don’t need any special software to send or receive emails; as a result, the process is much less complicated. Sending and receiving emails via a web browser is also a lot more convenient. And last but not least, HTML email is much more environmentally-friendly. Since it requires less resources to produce, it’s better for the planet.

Why Should You Care About HTML Email?

If you’re running a business with physical locations, it’s inevitable that you’ll need to think about security. While most companies keep email clients and servers in a physically secure location, these components must still travel back and forth to deliver messages. This means that a potential breach in security is always a possibility.

But what if we move away from physical locations and towards a completely digital identity? With your own domain, you can rest assured that all your online correspondence will be kept private and secure, and that no third-party hacks will be able to access your data. In addition, since all the content is stored on your own server, you have complete control over what happens to your company’s reputation. If you’re worried about the increasing influence of big data and analytics on our personal lives, you can rest assured that you are in control – you can look at the data, verify its accuracy, and decide whether or not to use it.

From a customer’s perspective, many businesses enjoy considerable clout in their chosen industry as a result of their reputation. So if we look back to the last breach that affected almost every business, the financial sector can probably relate. On September 23, 2017, an estimated 4.9 million credit cards were stolen from 450,000 customers of BJ’s Wholesale Club. The company’s shares fell by 9% as a result of the huge blow to its reputation. Similarly, on March 10, 2018, Home Depot suffered a massive data breach that exposed the email addresses and sensitive personal information of up to 143 million customers. Due to the sensitivity of the data involved, many experts predict that the company will have to revise its privacy policy and start disclosing its customers’ personal information more frequently. In the case of Home Depot, it even had to close down several of its stores for a few days while the issue was investigated.

Features of a Great HTML Email Template

If you’re looking to create the perfect email template for your business, it should be:

  • Simple to understand
  • Saves you time
  • Optimized for mobile
  • Has the essentials – from an H1 tag to a call to action
  • Has proper attribution
  • Is easily shareable
  • Uses a domain you own
  • Is environmentally friendly
  • And hopefully doesn’t break the bank

Let’s take a closer look at each of these features.


If your potential customers are navigating Facebook, Instagram, or any other social network during their search for a product or service, you’ll want to make sure that their experience is as easy and straightforward as possible.

To achieve this, you need to start with a clean slate and get rid of all the fluff. Your email template should not have any images, videos, or other elements that are not essential to getting your point across. A/B testing is key when it comes to optimizing your emails. This means that you test different variations of your email to determine which one converts the best. From a design perspective, you should also look for ways to keep the design as simple and uncluttered as possible. The fewer elements there are on your email, the less likely it will be ignored or mistreated as spam. In general, make sure that the content is easy to follow and doesn’t require a lot of brainpower to process.

Time Saver

If you’re already running short on time, you need to focus on every aspect of your business carefully. Instead of spending hours creating and sending perfectly-formatted emails, why not try out a time-saving tool? There are several apps that can help you craft your perfect email template in no time at all, and then send it out with a single click. Just remember that these tools are not perfect and can still produce emails that look completely unprofessional. So while they might save you time, they won’t necessarily save you money in the long run. When it comes to your business’ money, you always want to go the extra mile to ensure that everything is optimized for maximum efficiency and minimal cost. Using an email marketing tool is not a shortcut to this end; instead, it’s a fun little detour that could end up costing you more in the long run.

Mobile First

Just about everyone has access to a mobile device these days, so it’s important that your email looks good on all screens.

If someone opens your email on their phone, they’ll see a blurry mess of text and a couple of poorly designed icons. But if they have a tablet or laptop computer, they’ll be perfectly served by a clean, well-designed email template. When sending out your emails, make sure that you test how they look on different platforms to ensure that they look the same no matter what device they’re opened on.


Regardless of whether you’re sending out a marketing email or a private message to a family member, friend, or colleague, you want to keep the content as simple and focused as possible.

To achieve this, you need to start with a clean slate and get rid of all the fluff. Your email template should not have any images, videos, or other elements that are not essential to getting your point across. You don’t need an H1 tag or other fancy formatting when simply stating the subject of your email – for example, “Hi there! Thanks for opening my email. I hope you enjoy my content and find it useful.” Keep things simple and to the point, and you’re sure to pull in the audience, engage them, and get the desired result.


To ensure that you’re getting credit for the work that you’ve done, you need to include an attribution – usually a link back to your website, social media accounts, or email itself. Even if your email isn’t signed with a personal signature, you should still include one of these attributions.

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