We’ve reviewed beginners’ B2B email marketing techniques, intermediate techniques, and A/B testing.These techniques got you one step closer to a well-rounded email marketing engine. In this post, it’s time to go deeper with understanding the nuts and bolts of email rendering.
Rendering the right way
Have you ever opened an HTML email only to have the images, text, or other elements look strange, or you weren’t able to see them at all? Has an email appeared fine when you opened it on your desktop computer, but when you opened it on your mobile device, it didn’t look right? Most likely, the organization or person that sent you the email didn’t test it in all email platforms and email clients to ensure that it appeared as they intended it to.
There are three types of email platforms:
- Desktop platforms (like Outlook)
- Browser platforms (like Gmail)
- Mobile platforms (like an email app on an iPhone)
Within each type of email platform, there are over 70 email clients. Litmus Email Analytics reports worldwide data on email client popularity. The top 10 email clients and their percentage of the market share as of March 2014 are:
