Table of Contents

-1. Foreword

0. Preface

   • Who Should Read This Book
   • What’s in This Book
   • Where to Find Help
     • The SitePoint Forums
     • The Book’s Website
   • The SitePoint Newsletters
   • The SitePoint Podcast
   • Your Feedback
   • Acknowledgments
   • Conventions Used in This Book
     • Code Samples
     • Tips, Notes, and Warnings

1. 1. Why Email?

   • Email: The Heart of the Internet
   • Email’s Undeserved Bad Rap
   • The Different Types of Email Communication
     • Email Newsletters
     • Catalog Emails
     • Announcement Emails
     • Press Releases
     • Sales and Sign-up Process Emails
   • The Opportunity for Web Designers

2. 2. Planning an Email Campaign

   • Planning Is Essential
   • Meeting Our Client
     • The Modern Henchman Magazine Client Briefing
   • Setting Goals
   • Measuring Success
   • Planning Your Content
     • An Email Is Not a Website
     • Email in the Real World
     • Planning the Modern Henchman Newsletter
   • HTML Email Q&A
     • How long should an email be?
     • Should I put the full articles in the email, or just teasers and links to the site?
     • How often should I send emails?
     • What is the best time to send?
     • Is it okay to buy or rent an email list?
     • What is a good open rate?
     • How many clicks should I expect?
     • How can I avoid my email being filtered?
   • Summary

3. 3. Design for the Inbox

   • Does email really need designing?
   • Designing Plain Text Email
     • Guidelines for a Readable Plain Text Email
     • The Plain Text Version of the Modern Henchman Newsletter
   • The Case for HTML Email
   • Designing HTML Email
     • The Design Environment for Email
     • Essential Elements of an Effective Email
     • Adapting a Website Design into an Email Design
     • Layout Possibilities
     • Designing to Meet Business Goals
   • The Modern Henchman Newsletter Design
   • Gallery of HTML Emails
     • Clear Call to Action
     • Structure and Layout
     • Typography
     • Special Purpose
     • Almost Image Free
   • More Places for Email Design Inspiration
   • Conclusion

4. 4. Coding Your Emails

   • What’s so hard about HTML emails?
   • Guidelines for a Solid HTML Email Template
     • Know Your Audience
     • Tables: Not Just for Data
     • Use Inline CSS
     • Avoid Relying on Images
     • Other Guidelines
   • CSS Support in Email Clients
   • What Other Technologies Can You Use in HTML Email?
     • What Technologies Should You Use?
     • Scripting in Emails
     • Flash
     • Video
     • Forms
   • Testing
   • Building the Modern Henchman Newsletter
     • Building the Framework
     • Adding the Content
     • How Low Will You Go?
     • Testing the Modern Henchman Layout
   • More Resources for Building Email Templates

5. 5. Understanding Permission

   • Why Designers Should Care about Permission
   • Spam: It’s Not Just Viagra
     • Spam According to the Law
   • Permission versus Spam
   • The Rise of Relevance
   • Understanding Spam Complaints
     • Direct Complaints
     • Feedback Loops
     • Automated Filtering
   • What to Do with Spam Complaints
     • How many complaints is too many?
   • How can I know if my client has permission?
     • Ask for Details
     • Restate Their Permission Answer and Ask for Confirmation
     • Compare the Explanation Given to the Email Content
     • Explain Why it Matters
   • Blacklists, Whitelists, and Sender Reputation
     • Blacklists
     • Whitelists
     • Sender Reputation
   • Understanding Authentication
   • Permission and the Future of Email

6. 6. Selling Email to Your Clients

   • Why Sell Email Services?
   • What Can You Sell?
   • How to Sell Email Services
     • Pricing Email Marketing Services
     • Preparing Your Pitch
     • Promoting Email Services to Clients and Prospects
   • Conclusion

7. Index