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The Truth About Email Marketing by Simms Jenkins

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Truth 34. Understanding rendering

Once your message makes it into the inbox, you've got another challenge to overcome, and it goes by the name of renderability. This fancy-sounding term refers to how your email displays as intended in all the different email clients and Webmail interfaces.

Most marketers prefer to send HTML emails because the images within make the message more attractive to readers and reinforce branding. This is a strong benefit of one-to-one email messaging. However, many of the more popular email clients (or inbox providers), such as Gmail, Outlook, and Hotmail, suppress images in HTML emails by default. This means that instead of the image you expected recipients to see, they'll see a big red “x” or similar indicator that ...

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