电子邮件工作原理_美丽HTML电子邮件原理

电子邮件工作原理

As web designers, we’re used to designing for the particular constraints and capabilities of web browsers, and there’s a ton of great advice out there to help. HTML emails are a different story, though — they’ve often been the black sheep of the web design world, and have either been ignored or actively repelled.

作为Web设计师，我们习惯于针对Web浏览器的特定约束和功能进行设计，并且有大量的建议可以帮助您。 但是，HTML电子邮件是另一回事-它们通常是网页设计界的败笔，它们被忽略或被积极排斥。

Despite that, HTML email usage continues to grow, and it has continually proven to be an effective tool for businesses to communicate with customers. Studies over recent years have shown that, on average, email marketing provides as much as $50 in revenue for every dollar spent.

尽管如此，HTML电子邮件的使用仍在不断增长，并且一直被证明是企业与客户进行交流的有效工具。 近年来的研究表明，电子邮件营销平均每花费1美元，就可以提供多达50美元的收入。

Let’s be clear here: we’re not talking about spam! We’re talking about email that people have explicitly requested, like the BBC news headlines or your hotel booking confirmation. If you don’t have permission to email people, don’t email them, no matter how nice your design is. We’re also not saying that every email should be HTML.

让我们在这里说清楚：我们不是在谈论垃圾邮件！ 我们所说的是人们明确要求的电子邮件，例如BBC新闻标题或您的酒店预订确认信。 如果您无权向他人发送电子邮件，则无论您的设计多么出色，都不要给他们发送电子邮件。 我们也不是说每个电子邮件都应该是HTML。

Whether we like it or not, HTML email is here to stay, and since someone needs to design it, that person should be a web professional. However, an email is not a web page. When you design a web site, you know that the visitors probably have some idea of what to expect. They may have clicked on a search result, or a link from another site, so they have a context in which to understand your pages. When they arrive, you have the whole browser window in which to display your message.

无论我们是否喜欢，HTML电子邮件都会留下来，而且由于有人需要设计它，因此该人应该是网络专业人员。 但是，电子邮件不是网页。 当您设计一个网站时，您知道访问者可能对期望的内容有所了解。 他们可能点击了搜索结果或其他站点的链接，因此他们具有可以理解您的页面的上下文。 当他们到达时，您将拥有用于显示消息的整个浏览器窗口。

Email is different. An email inbox is a very noisy place, with tons of messages, folders, calendars, and other distractions. Your subscribers may only ever read the subject line, or perhaps see your email through a tiny preview pane, so you need to design it accordingly and make the best use of the screen space and time the reader gives you.

电子邮件是不同的。 电子邮件收件箱是一个非常嘈杂的地方，有大量的邮件，文件夹，日历和其他干扰因素。 您的订阅者可能只会阅读主题行，或者可能会通过一个很小的预览窗格看到您的电子邮件，因此您需要进行相应的设计，并充分利用阅读器为您提供的屏幕空间和时间。

So, what makes a good, modern HTML email design?

那么，什么才是好的，现代HTML电子邮件设计？

HTML电子邮件的关键元素 (Key Elements of HTML Email)

There are a few key elements that every commercial email should use; they’ll form the core of your design:

每个商业电子邮件都应使用一些关键要素。 它们将构成您设计的核心：

Permission Reminder

权限提醒

When you make a business call, you don’t start with ‘Buy our fantastic new widget today!’ — at least, you shouldn’t. Instead, you usually start by introducing yourself and reminding the recipient about your past meeting or contact.

当您进行商务通话时，您不会从“立即购买我们出色的新小部件！”开始。 -至少不应该。 取而代之的是，您通常从介绍自己并提醒收件人过去的会议或联系开始。

Your emails should start the same way, with a clear, specific reminder of how subscribers got onto your list. This gives them some context for your message, and reduces the likelihood that recipients will mark your messages as spam.

您的电子邮件应以相同的方式开头，并明确明确地提醒订户如何进入您的列表。 这为他们提供了一些有关您的邮件的上下文，并减少了收件人将您的邮件标记为垃圾邮件的可能性。

Well-formatted Copy

格式正确的副本

The single biggest advantage of using HTML in email is the ability to format your copy. You can use real headings, adjust line height, highlight important content, and make copy scannable in ways you can’t easily do with plain text. This is really where you should spend most of your time designing emails — making the message easier to read, and easier to act on.

在电子邮件中使用HTML的最大优点是可以格式化副本。 您可以使用真实的标题，调整行高，突出显示重要的内容，并以难以处理的纯文本方式使副本可扫描。 实际上，这是您应该花费大部分时间来设计电子邮件的地方-使消息更易于阅读和操作。

Prominent Unsubscribe Link

突出的退订链接

Every commercial email should provide a quick and reliable way for people to get off the list. Both designers and clients sometimes try to hide this link away, hoping to keep subscribers on their lists. But if someone wants off, you must let them do it easily, or you’ll just end up with spam complaints. Automatic unsubscribe mechanisms are far better than the type that require manual processing or the filling in of tedious forms.

每一封商业电子邮件都应该为人们提供一种快速可靠的方法，使他们脱离名单。 设计师和客户有时都试图隐藏此链接，以希望将订户保留在列表中。 但是，如果有人想要离开，则必须让他们轻松进行，否则最终会收到垃圾邮件投诉。 自动取消订阅机制比需要手动处理或填写繁琐表格的机制要好得多。

Plain Text Version (and Web Version)

纯文本版本(和Web版本)

A plain text version of every commercial email you send should be available for people who can’t, or choose not to, view the HTML version. Sending email in multipart text+html format makes this simple. Additionally, consider linking to a web page to give recipients the full HTML experience if that makes sense for your audience and content.

您发送的每封商业电子邮件的纯文本版本应适用于无法查看或选择不查看HTML版本的用户。 以多部分text + html格式发送电子邮件使此过程变得简单。 此外，如果对您的受众和内容有意义，请考虑链接到网页以为收件人提供完整HTML体验。

Legally Required Details

法律要求的详细信息

Some countries have legal requirements in place that mandate certain elements in commercial emails. The best-known example is the CAN-SPAM laws, which require, among other things, that a physical street address is included in every commercial email.

一些国家/地区已制定法律要求，以强制要求商业电子邮件中的某些元素。 最著名的示例是CAN-SPAM法律 ，除其他外，该法律要求在每封商业电子邮件中都包含实际的街道地址。

Visual Connection to the Brand

与品牌的视觉联系

As a design context, email is a different from the web, but it should facilitate an extension of the web site’s branding into email in the same way that web sites can extend a print brand. This helps