What is HTML Email?

This article explains what HTML email is, why it's important, and provides tips for designing effective HTML email campaigns

Daria Kovalova avatar
Written by Daria Kovalova
Updated over a week ago

What is HTML Email?

HTML email is a type of email message that uses HTML (Hypertext Markup Language) to create visually appealing and engaging content. Unlike plain text emails, HTML emails can include graphics, images, multimedia content, and links. HTML emails are commonly used for marketing, newsletters, and promotional messages, as they allow for better branding and design.

How does HTML Email Work?

When you receive an HTML email, your email client downloads and interprets the HTML code to display the email's contents. The HTML code is written using standard HTML tags and styles, which allow the email to be visually designed and formatted.

Advantages of HTML Email

  1. Better Visual Appeal: HTML emails are visually engaging and can include graphics, images, and multimedia content that plain text emails cannot.

  2. Improved Branding: HTML emails can be designed to match the company's branding, giving the email a professional and cohesive look.

  3. Links and Call-to-Actions: HTML emails can include clickable links and calls-to-action (CTAs), making it easy for recipients to take action.

  4. Trackability: HTML emails can include tracking pixels, which allow senders to track open and click-through rates and measure the email's effectiveness.

Best Practices for HTML Email

To ensure your HTML emails are effective and engaging, here are some best practices to follow:

  • Keep it Simple: Avoid using too many images or multimedia elements that can slow down the email's load time.

  • Optimize for Mobile: With a significant percentage of email being opened on mobile devices, make sure your HTML email is mobile-responsive and easy to read on small screens.

  • Use Alt Tags: Include descriptive alt tags for your images so that even if the images fail to load, recipients can still understand the email's content.

  • Test Before Sending: Test your email on different email clients and devices to make sure it displays correctly and is easy to read.


HTML email is an effective way to communicate with customers, prospects, and subscribers. With visually appealing designs, clickable CTAs, and trackability features, HTML emails can improve engagement and drive action. By following best practices, you can ensure your HTML emails are effective and engaging.


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