Some companies are not always using best practices right away, and sometimes there are good reasons as to why. I recently have switched email clients in my job, and we are now able to use a lot more live text in our emails which was not originally happening, my emails were mostly images which involved a LOT of alt text to keep them accessible, as well as they really did NOT do justice on mobile. Which is where most people are doing their shopping now clearly.

 

Here are some examples of emails that I’m really proud of during the Image Only Era…┬á I found I could be a lot more loose and creative because I could control where slices where, link them to specific things, and allowed me to pay with typography a lot more. While I think these were more “creative” I definitely think they lacked in best practices and functionality. None of the buttons or text was live and it all sized very weirdly.

 

 

..and here are some of the emails I enjoy in the new client where I am using a lot more live text, smaller images, and more HTML coding. I think they are much more clean, functional, and utilize best practices. Because of the items my company sells, we now have to work a little harder at creating a themed or story telling email, but I think with this client I can get straight to the point much more efficiently.